There are a lot of misconceptions about branding. About what it is, but more importantly, what it isn’t.
For starters, we can tell you unequivocally that a logotype does not constitute a brand. Nor does a corporate identity, a key visual system, or the product itself. Some may even argue that branding isn’t necessary. That if you have a good enough product or service, you will succeed.
While a good product or service is certainly a requirement for success, so is branding.
Because a brand is how a person feels about your company. It’s a person’s gut feeling about your product or service.
Think for a moment about some of your favorite brands and how they make you feel. Take Apple or Nike, for example. There is a resounding sense of trust and confidence that so many feel when Apple comes out with the latest iPhone, or when Nike puts their swoosh on a new pair of sneakers. But keep in mind, that brand loyalty does not happen by chance.
The world’s most successful companies place the upmost importance on their long-term brand strategy. Every detail of their brand is thought-through, every touch-point with their audience is analyzed, and every opportunity to reach their client or consumer is done so consistently.
A company’s logotype, corporate identity, key visual system, and the many other opportunities for communication are so crucial because although companies can’t control people’s feelings, they can influence them by sharing what differentiates their product or service.
Whether you’re a law firm or weight loss product, you want brand loyalty. So don’t let the misconceptions fool you. Keep your brand top-of-mind.