The Misconception About Branding

I think most of today's small business owners do not have a clear understanding of the branding concept.

If they Google "small business, branding" they will get the same information over and over. The general interpretation of the "branding" concept seems to be that branding is about creating a professional look and and feel for your company then getting that look out to as many people as possible. You will see variations on this theme but the overall message is the same. In the marketing industry's move to make the "branding" concept easy to understand and package I think we have become lazy in our marketing language. We've created an umbrella term for many things. Today's concept of branding is really four things.

• Defining and unifying your look (logo, business cards, website,etc.) That's actually called "imaging" or "identity creation"
• Displaying the finished look in advertising to inform the public of your presence. That's actually called "creating awareness"
• Continuing to advertise so customers think of you first when looking for your "widget". That's actually called "achieving top of mind". 
• Creating an image that ends up socially desirable and in demand. That's actually called "hitting the lottery" (well for the small business owner anyway)

Now I know a lot of branding experts are going to call me out on this, but while you're putting your lunchbox on the teeter totter and rolling up your sleeves think of this. What the "branding experts" think of as simple terminology is actually misleading to small business owners. The damage comes when we do not explain the most important concept. Your brand is NOT your logo or identity. The quality of your "widget" and how you interact with customers in the way that only you can, IS YOUR BRAND. It has nothing to do with graphic design, marketing, or advertising.

How often have you heard someone refer to a high end product by saying, "With them you are only paying for the logo." That could not be further from the truth. We are (usually) paying more for a higher quality product. The logo just helps us identify it more easily. There is a well known computer RAM manufacturer that used to set the industry standard. They had a strong brand image and good top of mind in the industry. At one point they were bought out by another corporation who immediately cut costs and quality. Less than six months later all the suppliers I knew who carried that "brand" were recommending someone else. Once the product had lost value it did not matter what the logo looked like. 

No matter how nice your website looks (identity) and how much you advertise (awareness/ top of mind), if your product and customer service (brand) is of poor quality then no amount of "branding" can help. Maybe it will for a while but not for the long term. Once you have confidence in your brand then AND ONLY THEN create a logo so people can find you, an image so customers will identify with you, and a strategy to encourage people to think about you. That's where a "branding expert" comes into play.

Be clear about your "brand" before you even get the logo done.  I say this because a clever "branding strategy" will never beat the "one happy customer at a time" approach. In our rush to attract the masses we must never forget to solidify our brand with the customers we've got.

This is the best branding strategy for a small business but if you are a global corporation and have a rocket shuttle full of cash to drop from space. Then go to town ... or space. (Yeah, I'm talking to you Richard Branson).

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