These Common Brand Misconceptions Are Holding Back Your Company’s Growth
When we hear about successful brands, the story is often reduced to something simple, like a famous logo or viral ad. This oversimplification overlooks the strategy, market research, and engagement that go into building a strong brand. More importantly, it’s an injustice to organizations investing hard-earned cash in branding but settling on shallow returns.
Here Are Four Common Brand Myths We Encounter
Myth 1: Branding Is Just a Logo
Your first encounter with a brand probably came through its logo—maybe your favorite band’s emblem or a label on your shirt. But let’s be clear—logos are just the surface. They’re the visible tip of a much larger iceberg, the toe-dip into the deep waters of what a brand really is.
Think of a logo as just one tool in the arsenal needed to market your organization.
So, what is branding if not a logo? It’s about shaping perception. No one fell in love with Instagram’s 2011 logo; they loved the filters and the ease of use. People don’t buy luxury handbags for the logo alone—they buy into the status it represents from years of market positioning.
For a logo to succeed, it needs a strong supporting cast. This includes the visible—like a cohesive visual identity—and the invisible, like aligned values and consistent messaging. If you’re a solo entrepreneur or a band, a logo can suffice. If you’re part of a much larger company with nuanced needs, consider a brand.
In 1975, NASA released a comprehensive NASA Graphics Standards Manual which set the vision for an agency at the cutting edge of science and exploration. One of the first of its kind, It established a clear visual identity, and went on to be the gold standard, influencing dozens of other government agencies in its wake.
In 1975, NASA released a comprehensive NASA Graphics Standards Manual which set the vision for an agency at the cutting edge of science and exploration. One of the first of its kind, It established a clear visual identity, and went on to be the gold standard, influencing dozens of other government agencies in its wake.
In 1975, NASA released a comprehensive NASA Graphics Standards Manual which set the vision for an agency at the cutting edge of science and exploration. One of the first of its kind, It established a clear visual identity, and went on to be the gold standard, influencing dozens of other government agencies in its wake.
Myth 2: Branding is Just for Customers
Branding is a promise, and not just for clients but for the company itself. True success happens when your brand not only attracts external audiences but also inspires employees, aligns teams, and strengthens company culture.
And let’s be real, a brand is only valuable if people in the organization can use it. To ensure your brand thrives, invest in a comprehensive style guide that enables scalability. One of our key strategies in rebranding is helping organizations build internal brand champions. This typically involves inviting stakeholders into the process, and providing training workshops to equip teams.
Marketing Intern, Khushbu Savla, with her company onboarding box. At NJI, we leverage every opportunity to build internal brand champions; it starts with the employee’s very first touchpoint – a branded box of NJI swag.
Myth 3: Branding is about Being Unique
While standing out is key, branding is just as much about relevance. Think of that quirky pantsuit Aunt Donna gave you for Christmas in ’98—unique, sure, but totally off the mark for your style, so it ended up in the back of the closet.
Good brands can make big meaning from very little.
Relevance works the same way. To stay relevant, you must understand your audience’s needs, values, and desires. We can enhance relevance by:
- Creating Emotional Connections: Relevant brands tap into shared experiences, champion causes, and build loyalty through emotional resonance.
- Staying Culturally Aware: A brand that aligns with the current cultural and social climate stays connected to its audience.
Tell Our Stories advocates on behalf of seniors and senior care. When rebranding them, our team established brand characteristics that celebrated age with dignity like repeating patterns reminiscent of smiles lines and tree rings.
Myth 4: Branding should be Timeless
One of the most common mistakes I see young designers or stakeholders make during a rebranding project is striving for a visual solution that will “last forever.” Sure, you don’t want to overhaul your branding every year—no one has the time or budget for that. But here’s the truth: a brand is only as valuable as it is useful to your audience.
World events, cultural shifts, and technological advances can all shape how people perceive a brand, especially its visuals. Some industries feel these shifts more acutely than others – especially those in events or expos – so it’s crucial to stay flexible and open to evolution when necessary. A brand isn’t set in stone—it’s a living entity that should grow with the times.
Netflix’s logo over time has evolved to signal its evolving offerings. Despite its many changes, its iconic single red ‘N’ is instantly recognizable.
