Thinking again, the branding ‘rules’ which aren’t necessarily true.
Being a Brand Consultant myself, I hardly would like to hamper my own business by questioning the ‘rules’ that are set over a period of time. These rules are nothing but some opinions developed on the basis of a few successful examples. I’m only clarifying it here so that they do not blindside you towards innovative ideas for your initiative.
1) Branding is only for large businesses
Absolutely not! This is the exact myth which actually negates my professional existence. The majority of my clientele is composed of small and medium enterprise & professionals. Why would they keep coming to me if the concept of branding would not be working for them? I agree to the fact that every large organization has to perform branding. But the vice versa of statement is not completely true. If anything, branding is more important for small businesses, because it’s so much harder to stand out from the crowd and get your target market to remember you.
2) Your Business Branding should be same as your Personal Branding
Disagree. Only if your business is a very personal venture that aligns with your personal brand, it should seem that way. Otherwise, you are just being personally involved in building the business and marketing it. For Instance, Yuvraj Singh, a Star Indian Cricketer, coming up with a brand called UV CAN is an extension of his personal brand image. This is fine. Because it appeals to the audience in same lines of his personal brand.
Now, this may not be possible in every case. The business motive can be hugely different than that of its owner. I do not believe that it is such a bad thing to pull off, rather it’s less complicated.
3) The Brand Voice can not be casual!
What a timeworn view! The voice of your brand should completely depend on the target audience. If it is a sports brand, the fan following would not connect to the brand with a formal tone of communication. A brand for women DIYs cannot gather enough interests if behaves utter formally. The idea of having a connecting brand voice is as important as ensuring a good service to the customer. If one sticks to the ‘rule’ of having a formal talk regardless of the target audience, it may backfire if the audience does not feel associated!
4) Targeting customers by sector is the only way!
Every person has different facets. Categorizing them only on the basis of their profession is immature. There are various ways to get the audience bifurcated. Hobbies, interests, age, geography, spending power, shopping preference oh.. the list can go on and on. You simply need a good research about the expected/ideal client so as to think out of box way to reach out to them.
For instance, if I target my marketing and branding towards freelancers and small business owners who share the same set of values as I do; it doesn’t matter what sector they are in. They are passionate about growing a lifestyle business that they enjoy working on every day, and they love a simple and clean design.
If you’re working on your customer profiling, just remember, there are other ways than sector-wise categorizing!
5) Branding is all about logo
No Way!! Branding is much more than a logo creation. Or else, all the graphic designers would be brand consultants. But there’s a vast difference between them. Logo definitely is the visual element of a brand but it’s not the only one. Branding looks after the core values, other visual elements, customer service environment, the voice of the company, an integrated positive reputation even through the digital media, apart from designing a logo!
So break those age old mindset and get started with what you love.
Which branding myths have you stumbled upon? Please share in the comment section below.