The 3 branding myths that you didn't even know you believed in

I have a confession to make: I love a good conspiracy theory.

Now before you judge me, I know you have a few you believe in, too. I think we all have to be honest and admit we each have a conspiracy theory or two we secretly hope are real. It’s a universal human condition, I think: we all want to believe that there’s more to this world than what we’ve been told, that perhaps things are a bit more fantastical or surreal than they seem.

While it’s all fun and games to debate whether Shakespeare actually wrote everything attributed to his name or if Queen Elizabeth I was secretly replaced by a man, but at some point fantasy can distort our view of reality. In other words, we fall down the rabbit hole and find a sprained ankle instead of Wonderland.

Just as our favorite theories or folk tales shape our view of our world for good or for ill, so too do the myths we believe about branding shape how we build and grow our businesses. While claiming the Loch Ness monster is real (which it obviously is) can be a relatively harmless belief, certain myths about branding end up damaging our chances at business success. Our tightly-held false notions about branding end up being the very beliefs that hold us back from the businesses of our dreams.

So put on your best tin-foil hat: today’s post is dedicated to debunking 3 branding myths you didn’t even know you believed in.

Myth #1: Branding is only for big businesses with large budgets.

Truth: Branding can be done by any business, regardless of size or budget.

One of the biggest myths about branding is that it's only for big businesses with deep pockets. However, the truth is that branding can be done by any business, regardless of size or budget. In fact, branding can be a great way for small businesses to differentiate themselves from their competitors and establish a strong brand identity at a time in their growth when they most need it.

Branding takes place when a business, no matter its scale, recognizes it’s entering a point of change. Perhaps a budding start-up is looking to make a big impact in a new market, or a part-time side hustle that’s ready to become a full-time endeavor needs to look the part. Branding marks a moment of transition or growth in a business, seasons which happen to businesses both large and small.

Branding marks a moment of transition or growth in a business.

Yet for businesses of every size, a brand or rebrand can happen as large as you’d like or as small as you’d like. A mom-and-pop shop can invest a large amount into a massive overhaul of their brand while a large corporation simply modernizes their logo. I like to use the example of buying a home: I’ll usually ask potential clients if they envision their new brand as their starter home, their mid-size family home, or their dream home. There’s no one right answer: I’ve had relatively successful clients ask for a small brand refresh, just as I’ve had brand-new businesses ask for the brand of their dreams. It’s all a matter of where you’re at with your business and your budget at a specific moment in time.

Branding is not just for big businesses with large budgets. Any business can benefit from branding or rebranding, regardless of their size or financial resources. You just have to assess where your business is currently at, where you want it to go, and plan for an investment accordingly.

Myth #2: Branding is a one-time event.

Truth: Branding is an ongoing process that requires consistent evaluation and updates.

Another common myth about branding is that you only do it once and you’re done forever. As much as we would love to believe that, the reality is that our world keeps constantly changing and evolving—and so do our businesses. What might have been a really excellent brand at the time might be changing due to what products or services you’re offering, a change in your brand’s mission, or changes in the external market (such as when your logo begins to look oh-so-2016).

Arguably one of the largest brands in the world, Disney, has changed its logo numerous times over the years. While it has largely retained the classic Walt signature, cleaning it up or adjusting the look with the changing times, some of the company’s biggest branding shifts occurred along with a transition in offerings from films alone to TV broadcasting, theme parks, cruises, merchandise, and much more.

This isn’t just an experience for big corporations but for smaller brands as well. One of our own clients, Small Legacies, originally came to us for a rebrand for her Etsy shop from Triple J Gifts to Jake + Jack. A year or two later, she asked for help transitioning Jake + Jack to Small Legacies as her brand was rapidly scaling and she felt the mission of Jake + Jack was much larger than she had originally imagined. The beautiful aspect of all this is that the brand strategy process we had begun with Jake + Jack actually served as the foundation for the future transition to Small Legacies as the concept of “small legacies” had been uncovered during our original brand strategy creation! It was fulfilling to watch her brand evolve and to see how her brand strategy served as an unchanging foundation to her business. Even as her business name, offerings, and vision changed, the overall heartbeat of her brand as outlined in her brand strategy did not.

Rebranding is an inevitable part of business growth.

Rebranding is an inevitable part of business growth. In fact, the more we dig in our heels to resist change, the more we’ll find ourselves falling behind as our competitors evolve with the times while our persistence keeps our business stagnant. It’s hard to accept change, especially as business owners, because of how much time and effort we’ve invested into our brands. But as long as we can accept that things will always change, then we will be ready for a well-earned rebrand the moment that we sense a change in vision or mission. 

Myth #3: Branding is all about aesthetics.

Truth: Branding also focuses on the messaging and values of your brand.

Finally— arguably the most notorious, popular myth about branding—is the belief that branding is all about aesthetics. While it's true that aesthetics are an important part of branding, they are not the only part. Branding also focuses on your brand’s messaging, values, and much more.

Your brand message communicates to your target audience what your business is all about.

It's what sets you apart from your competitors and makes your business unique. It’s how you explain the what, who, and why of your business in a way that speaks directly to your audience’s core needs, values, and desires. This message must come first before aesthetics, as the aesthetics serve to simply reinforce your brand’s message.

Our own designer Grace Frey recently wrote about her experience rebranding her own business, Leatherback Roasters, a roastery that prides itself on using ethically-sourced beans. According to her, “We realized that our brand wasn’t fully communicating what it needed to, and our ideal audience wasn’t exactly who we were speaking to”.

Sure, Leatherback Roasters received a great visual makeover, but the rebranding process also circled back to the brand value and message of Leatherback offering an ethically-sourced product. From infusing this message into their copywriting to choosing an earthy green palette (green being generally attributed to the earth, life, and wellness), Leatherback’s new aesthetics were built upon the vision and mission of what the company aspires to be as a brand. As a result, the business is expanding faster than ever as its loyal customers see it as a brand that values what they value—and has a great visual design to boot.

To sum up, there are many myths surrounding branding that can hold businesses back from achieving their full potential. However, branding truly is a valuable tool for any business, regardless of size or budget. We also can see that branding can happen more than once in a business’ lifetime, and we also know that it’s not all about the aesthetics when it comes to branding (as much as I love the aesthetics!).

If you're considering branding or rebranding your business, don’t let these common myths keep you in the dark. Instead, focus on the opportunities that branding can bring and work to create a brand identity that truly reflects your business and resonates with your target audience. When you’re ready for a partner to shed light on your own branding myths and to rewrite the story of your brand, schedule a call with us—we’re here to help!