When I meet people and tell them what I do, they quite often say a few of the same things about branding to me which, to put it simply, I do not think are true!
These statements that keep coming up are based on some common misunderstandings about branding. And, sad to say, I think, they are often holding people back from getting the best they can out of their own brand.
So, this is my myth-busting blog!
Here are five of the recurring things people say to me and how I would gently challenge them.
“I only need a logo”
A good logo is a must and at the heart of your branding, but does it stand alone? No, it does not! I do appreciate what people mean when they say this – they want to keep it simple and only have a good basic (not expensive) branding package – and we can certainly do that. But a logo on its own is not enough and will not get across what you are all about.
Visual branding is always a ‘package’ and to make your visual identifier – that’s your logo – work for you, it needs some more wrap-around stuff for context and consistency.
I always recommend having a colour palette and a couple of typefaces you’ll stick with; and a consistent style for how you’ll use images and illustrations. With these, I provide brand guidelines which simply outline how to use these elements, for example where to place your logo across your branded materials.
Branding is not just ‘sticking a logo on it’ as an afterthought. That will not do.
“I don’t need a brand”
No. You do. In fact, if you choose to ‘not have a brand’ in a way that’s your brand!
It’s the way you are presenting yourself to current and future customers and clients. Just by ‘being there’ you have a brand. It’s the way you come across and communicate with people. As a branding adviser, I think it’s important you take ownership of your brand. Use it to build recognition, trust and confidence in what you do. Don’t just leave it out there and to chance.
“If I rebrand, my customers won’t recognise me anymore and won’t be able to find me”
I can understand the concern expressed in this one, especially if you want to have a very different brand from what you have now. But, if your business needs a good rebrand so that it better reflects what you do now and targets your ideal customers better too, then this needs to be done!
There is plenty you can do to keep your existing customers with you on your rebranding journey and this is where your other marketing work is key. Use it to manage the transition from one visual brand to another. You can update people about your exciting new brand on your website, talk about it on social media, involve them in the process if you like: ‘This blue or that blue?’ (be careful though – remember Boaty McBoatface!). Communicate the change from one look to another and your existing clients will follow – then new clients will respond to the better brand you have created. It’s a win-win.
“My branding is a mess but I haven’t got the time to start from scratch.”
Don’t worry, you really don’t need to. If you have a brand which you like but feel it is not quite hitting the mark anymore or you feel your brand has got a bit untidy, you don’t have to press delete and start from scratch. We can refresh and refine, clean up and tighten up. You can take forward aspects that you like and remove what you don’t.
If your brand has grown in an ad hoc way and different products and services don’t quite look like a set – we can fix that too. Consistent templates can be applied to existing content as well as new ones to carry you forward.
Also, you don’t have to do this all at once if time is tight. You can refresh and refine one step at a time if you prefer. Don’t be afraid to take a first step because you are worried about completing your refreshed branding journey all at once.
“I don’t want to look too professional.”
Again, I kind of know what people mean when they say this.
They don’t want to look slick, bland and perhaps ‘corporate’ in style. But branding is not just for the big boys, people! ‘Professional’ branding is for everyone. It just means branding which is well done, effective, consistent, engaging and perfect for you and your business. It is there to help you build recognition, confidence and trust in your target market, whether they’re selling hand-poured candles, providing life coaching or manufacturing drainage solutions!
You don’t want your target customers to look at you and think they look a bit of a mess, I’m not sure what they do and will deliver what I want – and worse – I’m not sure they’re for me!
If you’re good at what you do you need a professional brand which communicates that to all those lovely potential customers and clients who don’t know you yet.
If you would like me to work on a branding project with you, please have a look at my Branding Design Toolkit page and get in touch for a chat.