One of the oldest concepts that go back thousands of years is branding! Before, it was a mark that the product you were purchasing, be it a simple cooking implement or a vehicle, was one that wouldn’t break easily when used in the proper conditions. Over the last two centuries, production lines have advanced alongside technology. Within that span of time, a consumerist culture was also developed—leading to the importance of this perception that the “simple” brand was all it took to sell a product.
The Brand
The term ‘brand’ in itself has also grown in meaning and weight. Quality has taken the backseat of the definition in recent years. Instead, as any creative agency will tell you, it’s defined more by the community which finds the most meaning and relevance in the product (or overall company). It’s not just solely about product attributes anymore; even the beliefs and values hold weight in this regard!
Now, people purchase based on whether or not the product or service in question is aligned with their personal beliefs or values! A good example of this is the way we all have an affinity for others who are also on the latest iPhone, binge-watching shows on Netflix, and wearing the latest Jordan shoes. It’s a feeling of “sameness” or kinship that brings about good feelings!
As prevalent as branding is in society, there’s still much that people don’t understand about it—and that’s largely because a lot of myths have surfaced about it. To clear the air, we’ve compiled some widespread myths about it and why they aren’t true:
What Are Some Typical Widespread Myths When It Comes To Branding?
MYTH: Branding stops at the logo and website.
TRUTH: While the website and logo of a brand are crucial to its success, that is not the end-all-be-all. Corporate identity doesn’t signify the whole branding process.
What about the experiences customers have in-store or as they navigate the said website? What about packaging? What about the design of your products? It’s key for people to have a clear understanding of a consistent narrative as to what the company does and does not stand for!
Informed buyers make the best customers because not only will they patronize your products if it aligns with them, but the chances are that they’ll tell others too.
MYTH: Brands are always trying to make a sale.
TRUTH: You’ll find that this isn’t true anymore. Sure, there was a time when making a sale at any cost, including pulling a fast one over audiences, was done by some brands. However, that was a long, long time ago.
As previously mentioned, brands belong to the people now! It’s the fans, the audience, the enthusiasts—heck, it’s the whole crowd! People with similar beliefs and values coming together over their love for a certain product or service. To break into those markets, it’s key to understand the system: the icons, words, and even the narrative.
MYTH: Brands are products and services, period.
TRUTH: If brands are communities, then you know this means they tend to surround not just things but people and places as well! Have you ever heard of Oprah? What about Beyonce? How about BTS? They’re all brands in their own right! The same goes for cities like Paris and New York City.
Conclusion
Branding has been around for hundreds and hundreds of years, and has evolved with time. The brand is no longer just the product or service at hand; it’s more about the community it serves. Typical myths surrounding branding include branding stopping at the logo and website, brands only being products and services, and brands stuck on making a sale no matter what.
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