Shattering the Branding Myths

If you've been online long, you're sure to have seen many "gurus" give their ideas about branding. However, much of what you read simply isn't true. Over the years, many myths about branding have taken hold in the online world and spread like wildfire. The fact is: They are doing you more harm than good.

Branding is not one aspect of your marketing campaign. It is the combination of everything your business stands for. Branding is not created with a single, stand-alone event -- rather it is created over time through a series of strategically thought-out actions.

Let's take a few minutes to shatter a few common myths about branding and to introduce constructive, proactive branding principles that you can build on.

Branding Myth #1 - Your USP Is Your Brand

Absolutely not. While your USP (Unique Selling Position) might be used to help convey your brand, it is not - in and of itself - your complete branding strategy.

Branding Principle #1 - Your Brand Is All Encompassing

Your brand is built, and conveyed, with every action you take, with every product/service you offer, with every piece of communication you send, and with every contact you make with your customers.

Branding Myth #2 - To Be Remembered, You Must Have A Logo

Also not true. Look at companies like Marlboro (cigarettes), Puffs (tissue), and Ziploc (plastic bags). They simply use a specialized font with the product name. No swirls, no images, no "logo." While logos certainly are not "bad," they are also not mandatory.

Branding Principle #2 - Customers Remember You Primarily By How They Are Treated

The most innovative logo, the most attractive colors, and the world's best logo designer will do you no good if you don't offer excellent service. Customers remember you and your company by the way they are treated. Was their shopping experience good? Were all their questions answered? Were their problems solved to their satisfaction? These things go way further to help customers remember you than any logo could ever hope to.

Branding Myth #3 - Once Your Branding Strategy Is In Place, You Need Do Nothing More

This is probably the biggest myth of them all! So many online businesses are led to believe that once they have an amazing USP, and a snappy logo they have accomplished everything in the realm of branding.

However, just the opposite is true. Your branding strategy is an ongoing process, not a one-time event. Defining your strategy is just one part of that process.

Here are some basic tips to help you define and implement your brand.

  • Decide how you want to be perceived by your customers. Do you want to portray an image of trust? Loyalty? Dependability? Innovation? Wide selection? Speedy service & delivery?

  • What makes YOU perceive other companies that way when you shop? Is it their selection? Customer service? Pricing? All of the above?

  • Make a list of the qualities you and your employees must display to customers in order to portray your desired brand.

  • Share the list with everyone in your organization and ask them to develop specific ways they can support the brand.

  • Compile a final branding strategy and share it with everyone in your organization.

    Successful brands are those who are well defined and that have the support of the entire organization. Brands based on myths are those that simply have a spiffy logo, a "killer" USP, and the hope that the customer will "get it."

    Would you rather base your brand on sound principles or myths? That's what I thought!

    Copyright 2004 Diane Hughes

    About The Author

    Diane C. Hughes * ProBizTips.com

    FREE Report: Amazingly Simple (Yet Super Powerful) Ways To Skyrocket Your Sales And Build Your Business Into A Tower of Profits! ==>> http://madmarketer.com/diane

    In The News:

    • pen paper and inkwell


    cat break through


    Branding ? Brand Identity Guru

    Brands are important aspects of any business, but unlike money... Read More

    Corporate Identity - A Rough Guide

    A rough guide to corporate identityThe tabloids report the millions... Read More

    Logo-ize For Instant Identification & Increased Awareness

    The task of creating an indelible impact on the memory... Read More

    Quick Tactics To Brand Your Business And Make More Sales

    This may come as a surprise... to you, but Branding... Read More

    10 Secrets for Free Media Placement

    Why pay a high priced PR agent when you can... Read More

    The Importance of Branding - Can It Really Make a Difference?

    As consumers, we don't really think about the importance of... Read More

    Build Brand Identity - Brand Identity Guru

    Successful Guru marketers have a secret weapon that they use... Read More

    Counterfeit Branding - Representing True Globalisation!

    From cigarettes to fashion accessories to food products to medicines,... Read More

    Boston Web Design Branding - Brand Identity Guru

    A branding company's website purpose is to design websites that... Read More

    Trade Journals in Franchising

    As many people know Industry Trade Journals in America have... Read More

    Extreme Makeover ? Small Business Edition

    Have you ever watched one of those home makeover shows?... Read More

    Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

    The seventh in a continuing series of twice-yearly surveys by... Read More

    Notable News - The Branding Myth

    How many times have you heard of seen advertising for... Read More

    Business Branding - How Character Affects Customers and Your Business Image

    The public buys far more than just your products, services... Read More

    Santa - The Brand

    Every Christmas Eve, a burglar named Santa busts into homes... Read More

    Franchisor Policies for Unlicensed or Sold Territories

    Franchisors often have issues when they own a brand which... Read More

    Into The Limelight

    To stand out in a cluttered world, become a recognized... Read More

    Getting Started in the Mail Order Business. How Much Does It Cost?

    INTRODUCTION To get any business started successfully takes many ingredients.... Read More

    How Will Your Visitors Remember You And Your Business? Brand Yourself From The Crowd...

    Big and Yellow 'M' reminds you McDonalds... 'DELL' with oblique... Read More

    Acquire, Then Rebrand

    Acquiring another corporation usually means that the acquiring company's name... Read More

    Adventures in Advertising and the Affect on the Brand Name

    Studying various target-marketing techniques and here is a thought. We... Read More

    Positioning and Branding - Brand Identity Guru

    Where is your brand positioned in the marketplace? How is... Read More

    Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

    Over regulation of our free markets is stifling our growth... Read More

    What the Heck is Branding and Why Should I Care?

    There's been a lot of buzz lately about branding. But... Read More

    Brand Equity

    Brand equity can be defined in many different ways. I... Read More

    Profitable Partnering

    Become your customers top-of-mind choice.Some of these snapshots of real... Read More

    Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

    While we recommend that you contract with the same designer... Read More

    Create a Niche: Stoke Your Market With Affiliate Branding

    Propose success, demand performance, and brand your market with appeal.... Read More

    The Very Basics of Design

    Design is a very subjective thing, therefore, if you ask... Read More

    All About Branding

    In this article i will explain how you can make... Read More

    Speech on Branding from a Franchisor Founder

    I was asked today by a group of students; What... Read More

    Your Business Logo and Color Scheme

    My business logo and color scheme started one lovely spring... Read More

    Build Brand Value BIG Time

    Ask your self this question, In which business are we... Read More