Branding = Marketing? Myths that can hurt your image

The term "branding" is so ingrained into everyday marketing conversation. Despite this widespread use of the term, there's a lack of understanding of what a brand is and what it isn't.

Some of the myths...and the facts:

Myth: Marketing and branding are the same thing.

Fact: Marketing (and advertising) sells stuff. A brand is a reflection of everything an organization is, but most importantly, its' reputation. A brand is that for which you stand; it's your image.


Myth: Once you have a logo and tagline, you have your brand.

Fact: A logo and tagline are merely visual representations of the brand. Your brand is a much deeper representation of your organization's core values.


Myth: Branding is the responsibility of your communications and/or marketing staff.

Fact: Branding is the responsibility of everyone in the organization, from CEO to board members to operational staff to your receptionist. In fact, think of the person who answers your phones as your "Director of First Impressions".


Myth: It takes a big budget to brand your organization.

Fact: If you take proper advantage of your current resources, you might not need much of a budget to better brand your organization.


A strong brand is a valuable asset for your organization. It creates a relationship with your target audience. It ensures loyalty. It minimizes the competition. It creates confidence and reduces risk. It enhances the self-image of those who associate with you.


Remember that your brand belongs to all of your stakeholders. Make sure they understand it.