{"id":5262,"date":"2024-10-07T10:45:54","date_gmt":"2024-10-07T15:45:54","guid":{"rendered":"https:\/\/www.americanbusinessmag.com\/?p=5262"},"modified":"2024-10-07T11:06:29","modified_gmt":"2024-10-07T16:06:29","slug":"12-branding-myths-marketers-have-debunked-in-their-companies","status":"publish","type":"post","link":"https:\/\/www.americanbusinessmag.com\/2024\/10\/12-branding-myths-marketers-have-debunked-in-their-companies\/","title":{"rendered":"12 Branding Myths Marketers Have Debunked in Their Companies"},"content":{"rendered":"<p> <\/p>\n<p><span style=\"font-weight: 400;\">Diving into the world of branding, we’ve gathered insights from marketers, including seasoned directors and brand strategists, to dispel common myths. From the misconception that rebranding means starting over to the revelation that companies should try not to censor their challenges, explore the personal experiences and debunked myths shared by twelve marketing professionals.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rebranding Doesn’t Mean Starting Over<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focusing on Platform Quantity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Branding is Beyond Budgets for Small Businesses<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Responsibility Lying Only with the Marketing Team<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Needing Only Polished Professionalism<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Requiring a Serious Tone<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leaning on One \u201cCool Idea\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fixating on Aesthetic Perfection<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Buying Off-the-Shelf Branding<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Niching Narrows Your Audience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Never Evolving Once Established<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hiding and Censoring the Challenges<\/span><\/li>\n<\/ul>\n<h3><b>Rebranding Doesn’t Mean Starting Over<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">I have had to debunk the myth that rebranding means starting again from scratch. This was something that brought momentary conflicts within my team. We needed to rebrand our business. Most my team were of the idea that we needed to do an overhaul in every aspect of our operations. However, I had to assertively state that we would not overhaul everything.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our product offerings and messaging were perfect. We just needed to change our logo design and colors. These changes alone would help us rebrand without losing our brand essence. The familiarity of some aspects of the former brand helped us to maintain our existing customer base’s trust and loyalty.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/leah-wanjiku-a8a547197\/\"><span style=\"font-weight: 400;\">Leah Wanjiku Gathoni<\/span><\/a><span style=\"font-weight: 400;\">, Associate Product Manager, <\/span><a href=\"https:\/\/www.locklizard.com\"><span style=\"font-weight: 400;\">Locklizard Limited<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Focusing on Platform Quantity<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A common myth in branding is that you need to be on every platform to succeed. At one point, our company tried to maintain an active presence on all social media platforms, thinking that more visibility would strengthen our brand. However, we quickly realized that spreading ourselves too thin was hurting our brand rather than helping it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We couldn’t give each platform the attention it needed, and our messaging became inconsistent. Instead, we focused on a few platforms where our target audience was most active. By doing so, we created more meaningful content and engaged with our audience more effectively. It taught us that quality and focus matter more than being everywhere.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/seolondon\/\"><span style=\"font-weight: 400;\">Shane McEvoy<\/span><\/a><span style=\"font-weight: 400;\">, MD, <\/span><a href=\"https:\/\/www.flycastmedia.co.uk\"><span style=\"font-weight: 400;\">Flycast Media<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Branding is Beyond Budgets for Small Businesses<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Many businesses, particularly startups and small enterprises, often assume that branding is a luxury reserved for large corporations with substantial budgets. This misconception could not be further from the truth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In my experience, I have encountered numerous small to medium-sized businesses that have underestimated the impact of branding, mistakenly believing that it requires extensive financial resources and a specialized team. The prevailing myth is that branding is synonymous with extravagant advertising, costly campaigns, and broad recognition. However, true branding is about establishing a strong, relatable identity that resonates with your target audience, irrespective of your budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a small e-commerce client of mine initially believed they lacked the resources to invest in branding, focusing solely on immediate sales through paid advertising. By working together to develop a clear brand voice, consistent messaging, and a cohesive visual identity\u2014even with limited funds\u2014we were able to create a brand that deeply resonated with their niche audience. Over time, this consistent branding approach led to increased customer loyalty, organic growth, and even a reduction in advertising costs as customers began to recognize and trust their brand.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/rajatchauhan\/\"><span style=\"font-weight: 400;\">Rajat Chauhan<\/span><\/a><span style=\"font-weight: 400;\">, Digital Marketing Manager, <\/span><a href=\"https:\/\/www.aceinfoway.com\"><span style=\"font-weight: 400;\">Ace Infoway<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Responsibility Lying Only with the Marketing Team<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It’s a common belief that the marketing department alone is responsible for the brand, but I think the entire organization shares that responsibility. Sure, we in marketing are the ones who control how the brand looks to the public, but that’s just part of the story.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From my own experiences, there’s this tendency for employees across the organization to think branding is just up to us marketers. I’ve had colleagues who just leave everything branding-related on my team’s shoulders. That’s not how it should be! The truth is, you can only manage your brand up to a point. You can teach your employees about the brand and how they should represent it, but it’s not a given that they’ll always get it spot on, or that the audience will take it the way you intended.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, really, every single person in the company needs to pitch in. Everyone should be clued into the brand’s mission, vision, values, messaging, and integrity. They need to understand these deeply and be able to express them through their roles and the interactions they have. That’s how you make sure your brand is solid and consistent everywhere it shows up.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/patrick-beltran-6348aa29a\/\"><span style=\"font-weight: 400;\">Patrick Beltran<\/span><\/a><span style=\"font-weight: 400;\">, Marketing Director, <\/span><a href=\"https:\/\/www.ardozdigital.com\"><span style=\"font-weight: 400;\">Ardoz Digital<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Needing Only Polished Professionalism<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">One branding myth we’ve debunked at Adzviser is the idea that you need to have a perfectly polished, professional image to gain customer trust.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In reality, our approach of showing genuine, lightly-edited content and using personal, non-diplomatic emails has proven more effective. Customers appreciate authenticity and transparency, which has helped us build a stronger, more loyal community. By focusing on real interactions over a flawless appearance, we’ve created deeper connections and trust with our users, which has been instrumental in our growth.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/goo\/\"><span style=\"font-weight: 400;\">Zeyuan Gu<\/span><\/a><span style=\"font-weight: 400;\">, Founder, <\/span><a href=\"https:\/\/adzviser.com\"><span style=\"font-weight: 400;\">Adzviser LLC<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Requiring a Serious Tone<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In my company, I have dispelled a common misconception about branding: respect requires a brand to be serious.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we initially started, we believed we needed to project an almost sterile, ultra-professional image in our field that would inspire reverence. Our marketing materials included stock images of suits shaking hands in subdued colors. Laugh.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One day, I was talking to a customer over coffee. Considering our corporate image, she expressed surprise at how friendly and enjoyable our workforce was. It hit me hard: we were concealing our most valuable asset\u2014our uniqueness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We gambled and included some comedy into our next project. We employed memes, puns, and even some dad jokes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though I was anxious, the response was astounding. Engagement skyrocketed, and we began attracting clients who valued our genuineness.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/kalo-dimitrov\/\"><span style=\"font-weight: 400;\">Kal Dimitrov<\/span><\/a><span style=\"font-weight: 400;\">, Content & Marketing Expert, <\/span><a href=\"https:\/\/enhancv.com\"><span style=\"font-weight: 400;\">Enhancv<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Leaning on One \u201cCool Idea\u201d<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">One of the branding myths we’ve had to debunk time and again at Life by Design is that all it takes is a “cool idea” to ensure a strong brand. Want to know what makes for a good brand? It’s not what you think.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good brand is 10% cool idea, 90% process, and 100% delivery.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yep, that’s 200%!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we first started, we thought in all seriousness that this unique, standout idea was going to be what would set us up for success. The thing is, as we grew, we learned that the strength of a brand isn’t in the flashy concept but in what goes on behind the scenes: consistent process and flawless execution.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where, for us, building systems and automating workflows proved to be game-changers. By streamlining our operations and focusing on reliable delivery, we could promise and deliver real results to our clients. It was this shift that would let us cease chasing shiny trends and instead build a sustainable, trust-filled relationship with our audience. It’s all about not having the “coolest” idea but more about how effectively you bring that idea into reality over and over again.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, if you thought that branding was all about that stroke of genius, think again! It’s in the process and the delivery, in my opinion.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/nicholasrobb\"><span style=\"font-weight: 400;\">Nicholas Robb<\/span><\/a><span style=\"font-weight: 400;\">, Lifestyle business expert, <\/span><a href=\"https:\/\/lifebydesign.online\"><span style=\"font-weight: 400;\">Life by Design<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Fixating on Aesthetic Perfection<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Too many businesses get fixated on perfecting their aesthetic, thinking that’s the key to building a strong brand. But in reality, a brand is so much more than just how it looks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most powerful brands are the ones that have a deep, authentic connection with their audience. They understand their customers’ values, fears, and aspirations, and then craft a brand narrative that resonates with them on an emotional level.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The visual identity is important, sure, but it’s just one piece of a much larger puzzle.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When rebranding a client’s company last month, we had to encourage them to resist the urge to get bogged down in logo revisions and color palettes. Instead, we spent hours digging into their target audience’s psyche, uncovering the key pain points and desires that our brand needed to address.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Only then did we start crafting the visual identity\u2014and you know what? It came together so much more naturally and effectively because it was grounded in a deeper understanding of who their customers are and what they really need from our client.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trying to build a brand based on aesthetics alone is a recipe for disconnect and disengagement. The most successful brands are the ones that go beyond surface-level branding to forge genuine, emotional connections with their audience. That’s the approach we take for ourselves and our clients, and it’s paid off in spades.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/michelle-merz-151b5a157\/\"><span style=\"font-weight: 400;\">Michelle Merz<\/span><\/a><span style=\"font-weight: 400;\">, Marketing Consultant, <\/span><a href=\"https:\/\/www.silienceandsonder.com\"><span style=\"font-weight: 400;\">Silience and Sonder<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Buying Off-the-Shelf Branding<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It’s a myth that effective branding can be bought off the shelf. That’s what I’ve emphasized with my team early on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you buy one of those premade branding packages, you might get a logo and some basic assets, but that’s about it. Sure, it may look good, but it won’t create any real connection with your audience. A trendy logo alone isn’t enough to build lasting engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What really works is taking the time to understand your audience deeply\u2014what drives them and what they care about. From there, you need to develop a brand strategy based on a solid core purpose, relatable values, and a mission that resonates with your audience. Only after that should you create a visual identity that reflects that strategy. This is what sets you apart and helps build a loyal customer base. Off-the-shelf designs just can’t provide that level of connection.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/toninorman\/?originalSubdomain=uk\"><span style=\"font-weight: 400;\">Toni Norman<\/span><\/a><span style=\"font-weight: 400;\">, Senior Marketing Manager, <\/span><a href=\"https:\/\/tingdene-parks.net\"><span style=\"font-weight: 400;\">Tingdene Residential Parks<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Niching Narrows Your Audience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">One of the biggest myths we frequently debunk is the idea that niching down risks narrowing your audience and losing out on potential clients. In reality, focusing on a specific niche allows you to craft a more compelling and relevant brand story, ultimately making your messaging resonate deeply with the right audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When we embraced niching for our own business, we found that instead of losing potential clients, we attracted more engaged and loyal customers who valued our expertise and understood the unique value we bring. Working with our ideal client eliminates a ton of wasted energy and resources and empowers us to do our best work. Helping our clients find their own sweet spot, in turn, allows us to focus their messaging and branding for long-term, sustainable marketing results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Niching doesn\u2019t limit your reach\u2014it amplifies your impact by aligning your brand and providing a unique customer experience that meets the needs and desires of a clearly defined market.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/carikaufman\/\"><span style=\"font-weight: 400;\">Cari Kaufman<\/span><\/a><span style=\"font-weight: 400;\">, Brand Strategist\/Chief Wordsmith, <\/span><a href=\"https:\/\/www.storytellerwordsmith.com\"><span style=\"font-weight: 400;\">Storyteller Wordsmith<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Never Evolving Once Established<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">One of the biggest myths I have debunked, not only in my company but also in other companies I’ve worked with as a digital marketer, is the misconception that once a brand is established, it no longer needs to evolve. I believe evolution is crucial for brands, especially in competitive market spaces where staying relevant is a constant challenge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In my experience, I’ve encountered numerous instances where marketers and business owners confuse brand consistency with brand stagnation. While consistency is about maintaining the brand’s core values and message, it doesn’t mean resisting change. Brands can and should evolve and innovate while remaining true to their identity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One example stands out from my time working with a B2B software company. The company had a strong brand well-established in the market for several years. They were known for their reliable and robust products, and their branding had remained unchanged for a long time. However, as their industry space evolved, so did customer expectations and technology trends. Competitors began introducing new features, embracing modern design elements, and aligning their brands with emerging tech trends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite these shifts, the company I worked with was reluctant to change its branding. Its leadership believed that because its brand was already well-recognized, any change could confuse its customers and weaken its market position. They equated their long-standing consistency with success and were hesitant to evolve. Their brand was beginning to feel outdated, and they were struggling to appeal to new decision-makers who valued innovation and forward-thinking brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I worked with the team to modernize their brand carefully to address this. We refreshed the visual identity, made adjustments to improve and modernize their offerings, updated the messaging to reflect current industry trends better, and introduced new digital marketing strategies that resonated with the evolving needs of their target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After our brand and software rework, the brand noticed a significant increase in conversions and engagement. A static brand in a dynamic and competitive environment risks becoming irrelevant. By embracing change thoughtfully and strategically, brands can maintain their identity while staying relevant and competitive in the marketplace.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jordan-bridge-8b2156248\/\"><span style=\"font-weight: 400;\">Jordan Bridge<\/span><\/a><span style=\"font-weight: 400;\">, Digital Marketing and Security Analyst, <\/span><a href=\"https:\/\/growth-labs.co.uk\"><span style=\"font-weight: 400;\">Growthlabs<\/span><\/a><\/p>\n<p> <\/p>\n<h3><b>Hiding and Censoring the Challenges<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">We have refuted the idea that self-censorship is necessary for branding. Our experience has shown that authentic, transparent communication actually strengthens our brand and deepens customer trust.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We’ve embraced honest dialogue about the realities of home security and our technology’s evolution. This approach has led to more engaged customers, valuable product feedback, and a reputation for integrity. By sharing both our successes and challenges\u2014we’ve built stronger connections with our audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While our candid style may not resonate with everyone, it has helped us stand out in a crowded market. We’ve found that a distinct brand identity\u2014even if slightly polarizing\u2014is far more effective than a bland, universally palatable image. This authenticity has been key to our growth and market differentiation.<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/tomaszborys\/\"><span style=\"font-weight: 400;\">Tomasz Borys<\/span><\/a><span style=\"font-weight: 400;\">, Senior VP of Marketing & Sales, <\/span><a href=\"https:\/\/www.deepsentinel.com\"><span style=\"font-weight: 400;\">Deep Sentinel<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p> Diving into the world of branding, we’ve gathered insights from marketers, including seasoned directors and brand strategists, to dispel common myths. From the misconception that rebranding means starting over to the revelation that companies <a class=\"mh-excerpt-more\" href=\"https:\/\/www.americanbusinessmag.com\/2024\/10\/12-branding-myths-marketers-have-debunked-in-their-companies\/\" title=\"12 Branding Myths Marketers Have Debunked in Their Companies\">[…]<\/a><\/p>\n<\/div>","protected":false},"author":493,"featured_media":5267,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[599,13],"tags":[],"class_list":{"0":"post-5262","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-branding","8":"category-sales-marketing"},"_links":{"self":[{"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/posts\/5262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/users\/493"}],"replies":[{"embeddable":true,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/comments?post=5262"}],"version-history":[{"count":1,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/posts\/5262\/revisions"}],"predecessor-version":[{"id":5263,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/posts\/5262\/revisions\/5263"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/media\/5267"}],"wp:attachment":[{"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/media?parent=5262"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/categories?post=5262"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.americanbusinessmag.com\/wp-json\/wp\/v2\/tags?post=5262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}