There are a lot of misconceptions about branding that are floating around the marketing stratosphere. So, we decided to do our part to dismiss some of the more common advertising myths. Below is my Top 10 list as well as the corresponding branding realities.There are a lot of misconceptions about branding that are floating around the marketing stratosphere. So, we decided to do our part to dismiss some of the more common advertising myths. Below is my Top 10 list as well as the corresponding branding realities.

If your company could benefit from the healing powers of Fish Marketing Brand-Aid, just give us a shout, we’re happy to help.

Myth #10

Brand = Logo + Tagline

Reality

We know that brands are much more than a logo and tagline. While a logo and tagline should convey a brand, they do not comprise a brand. A brand is what its customers think about the company, not what the company says through a slogan or tagline.

Myth #9

Creativity won’t work in my industry.

Reality

We know that creativity works for every product or service. Customers are human and humans do not respond to boring. It’s against human nature. If our marketing is not creative, then we need to find a new creative approach.

Myth #8

My administrative assistant has Adobe Creative Suites, therefore he is a designer. My operations manager once wrote an epic haiku, therefore she is a copywriter. What a great way to save money!

Reality

We know that copywriting, graphic design and web design are finely honed crafts. We also know that the primary way to leverage our budget is to maximize return on investment (ROI). Since most of our budget goes to media, printing and other fixed costs, the best way to do this is by developing effective creative. When we use an expert, we benefit from the education that an experienced creative has gained over their career. By generating a higher response from our marketing, we actually save money in the long run.

Myth #7

My unique selling proposition, the reason people buy from my company instead of my competition, is my people.

Reality

Consumers hear this from everyone. Whether it’s true or not, they simply don’t believe it. Your unique selling proposition is the tangible benefit that consumers gain by buying from a company. Every company has people. Most of them have reasonably good people. People buy from a company based on the 4 P’s of marketing: product, price, place (distribution) and promotion.

Myth #6

Brand strategy involves understanding the effectiveness of my brand in today's market.

Reality

A sound brand strategy is like a roadmap. It shows where we’re going, not just where we are at in today’s environment. A brand strategist must look at changing socio-economic and industry trends as well as evolving competition and regulations.

Myth #5

I can’t afford to run “branding” ads, I need to discount and drive sales now!

Reality

All ads are branding ads. All marketing pieces are branding pieces. For good or ill, they communicate our brand. Many marketers believe that their choices are to either create ugly promotional or beautiful branding ads. All ads should be creative and convey the brand position and brand personality regardless of their message.

Myth #4

We haven’t changed are logo in a while. It must be time for a change. I’m getting bored with it, so the customer must be sick of it as well.

Reality

Unless a logo or tagline are out of date, stick with them. Consistency reinforces brands. It builds equity. Unlike our consumers, we look at our graphics daily. When we’re getting bored with them is about the time that brand recall is established. When graphics start to show their age, give them a facelift. But, keep some consistency in color, shape, font, etc. in order to capitalize on existing brand equity.

Myth #3

Ad agencies are way too expensive. We can save money by working with freelancers.

Reality

Working with freelancers can save you money in the short term, but it’s a major hassle. A lot of coordination must take place. Each freelancer must be informed of every graphic or message change that one of the others is doing. Native files must be transferred back and forth. And, they’re never around when a crises arises. It can be extremely frustrating. With all of this legwork, it’s easy to take your eye off the ball. It’s tough to strategize and develop a sound marketing plan when your time is consumed reacting to current issues.

When you work with a full-service marketing agency such as Fish Marketing, you have one contact that knows your business, knows what ads and messages are running, has your files, and can hit the ground running when projects arise.

Myth #2

Branding decisions and creative concepts should be based on input from the board of directors or another large committee.

Reality

Great branding decisions are made when we perform thorough analysis and research, enlist a small group of experts for opinions, and follow our gut. Excellent ideas are often diluted when trying to appease the masses and great ideas can easily be squashed because it’s not convenient for a particular department.

Myth #1

Branding is a marketing thing. It’s all about the look of our website, ads, and brochures.

Reality

Brands permeate every aspect of a business. Customer service and sales staff have more power to either reinforce or destroy a brand than the president or marketing director. Everyone at a company must work together to deliver the promised brand experience. There are a lot of misconceptions about branding that are floating around the marketing stratosphere. So, we decided to do our part to dismiss some of the more common advertising myths. Below is my Top 10 list as well as the corresponding branding realities. If your company could benefit from the healing powers of Fish Marketing Brand-Aid, just give us a shout, we’re happy to help.