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
years, many myths about branding have taken hold in 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 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 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, most attractive colors, and world's best logo designer will do you no good if you don't offer excellent service. Customers remember you and your company by 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.
