5 Myths of Branding

Debunking 5 common misconceptions about ‘branding’ and ‘brand identity’. What they are, why they’re different and how you can use them to drive your business growth.


“I have a logo, therefore I have a brand.”

A brand is much more than a logo. A logo is a graphic representation of a business through a mark or icon, but a ‘brand’ is more complex. Branding is all of the ways you establish an image of your company in your customers’ eyes. It may be through your website, your people, your products or your price point, to name but a few. As Amazon’s CEO, Jeff Bezos says “Your brand is what people say about you when you’re not in the room.”

A designer can’t “make” a brand. Or even design a brand. The designer’s role is to design a brand identity that reflects a brand.


We just redid our logo and website, which means our branding is done.

Your logo and website are certainly an important part of your brand identity. But your brand is also your packaging, your product design, your front office, the language that describes you, what you look like, sound like, and the narrative that strings it all together. This means that for a lot of companies, branding is never ‘done’ but an on-going concern.


Branding is intangible, there’s no real substance to it

It’s true that it’s not always easy to find the metrics to measure the value of a brand. But great branding (see Apple, Google, McDonalds) undoubtedly adds real value. A strong brand creates a sense of security and credibility, closes deals and encourages loyalty.

Brands are only for big name consumer products.

Traditionally, brands have been associated most often with consumer products. But today all of that has changed. With the rise of Instagram and social media even people can become brands! Branding is equally at home with B2B and service-based organisations. In fact, without a tangible consumer product to see, taste or touch, it’s even more critical to have a brand that conveys a strong, cohesive image, one that is associated with trust, credibility and quality.


There’s no return on investment for branding.

Companies that invest little in their brand fail to realise that the brand sits at the heart of their business strategy and is one of their most valuable business assets. Whilst it isn’t always easy to prove a direct correlation between sales revenue and investment in a brand campaign, brand is fundamental in increasing awareness, shaping opinion, driving preference and engendering loyalty, all of which ensure long-term business success.


Want to know more about how to leverage the power of brand to drive business growth? Get in touch here.