The Branding Lies You’ve Been Told
Original photo by biletskiy // Envato // Edited by Natalie Gatt Brand Studio
You’ve been lied to about branding.
Branding isn’t what most people think it is. If you believe:
A logo alone is enough to build a brand
Branding is only for big businesses
You need a huge budget to create a strong brand
…then you’ve been misled. And those beliefs are costing you customers.
The truth? Branding is for every business, no matter its size.
And it goes way beyond a logo. If you want to be remembered, build trust, and attract loyal customers, it’s time to unlearn what you’ve been told.
Let’s break down the biggest branding lies. And what actually works.
Branding Lie #1: “A Logo Is Enough”
Your logo is just the face. It helps with recall, but a logo alone won’t build trust or loyalty.
Customers don’t just remember logos; they remember consistent experiences.
The way you communicate
Your brand’s tone and personality
The values you stand for
The Truth? A strong brand is built before the logo.
What you need first:
A CLEAR BRAND STRATEGY That is who you are, what you stand for and who you serve.
DEFINED BRAND VALUES What do you believe in?
A DEEP UNDERSTANDING OF YOUR TARGET AUDIENCE Who they are and what do they need?
Without a strategy, a logo is just a graphic. With a strategy, it becomes a powerful symbol of your brand identity.
Branding Lie #2: “Branding Is Only For Big Business”
Yes, big brands have massive budgets for branding and marketing. They invest in:
Extensive brand guides
A suite of logo variations
Large-scale advertising campaigns
Multiple customer touchpoints across different locations
But if you’re a small business owner, that doesn’t mean branding isn’t for you. You just don’t need all of that.
The Truth? Branding is scalable.
Every business, big or small, needs a brand presence. It just looks different depending on the size.
What small businesses actually need:
CONSISTENT BRANDING So customers remember you
A SIMPLE BRAND GUIDE Even if it’s just one page
THE RIGHT BRAND ASSETS A strong logo, website, social presence, and (if relevent) business cards if relevant
If your branding is inconsistent, people won’t trust or remember you. Regardless of your business size.
87% of shoppers are now willing to pay a premium for products from brands they trust. (Salsify)
“63% of consumers prefer to purchase from purpose-driven brands that reflect their own values and beliefs.”
What Actually Works
Here are the key elements of a standout brand.
1. Know Your Target Audience
Before you even design your brand, ask yourself:
Who are your ideal customers?
What do they need from your brand?
What values or emotions will make them trust you?
Remember, your brand isn’t just for you. It’s for your audience.
2. Build Out Your Brand Values
Your brand values define your business. Are you:
Bold and disruptive or calm and professional?
Innovative and cutting-edge or traditional and trustworthy?
Focused on integrity or all about speed and efficiency?
Your values should align with your audience. If there’s a disconnect, they won’t relate to your brand.
3. Match Your Look to Your Audience & Values
This might seem obvious, but so many brands get it wrong.
Your brand’s visual identity should match what your brand stands for.
If your brand is high-end and luxurious, don’t use a cheap-looking font.
If your brand is fun and playful, don’t use stiff corporate language.
When brands fail, it’s often because their look doesn’t match their message.
“Brands perceived to have a positive impact significantly outperform less purposeful competitors in terms of brand value growth.”
Want to know more?
Brand strategy is my specialty. I help businesses like yours create brands that actually connects with their audience, without the unnecessary elements that you just don’t need.
Book your Clarity Call today, and let’s create a brand that your fans love!
