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Branding Misconceptions. Have You Fallen Prey?
Branding is a commonly used term in the business world that is simply defined as the name and visual appearance of what a company should stand for. The brand's identity is its' fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors. It is your company's personality.
However, many businesses have some misconceptions about the importance, and use of a strong brand. This can ultimately damage their business and image in the industry. Below are two common misconceptions you should try to avoid:
My brother/sister can design our brand.
There are several areas of a business that should be left to specialists. Brand strategy and marketing is definitely one of them. Your family members may be exceptionally good artists, but good design is only half of the branding riddle. Designing a web site or corporate identity is completely different from painting or sketch. Good branding is scalable and warrants your potential clients' attention on a consistent basis.
Branding is only for large corporations.
If you own a business, regardless of size, you need a brand identity. Would you go to a meeting without a business card? Of course not. Then why would you start a business without a solid visual foundation upon which you can build recognition of your company among your customers and competitors. Having a consistent and professional representation of your company throughout your promotional materials leaves and indelible first impression. An impression that forms the base upon which you begin to build the trust of your customers.