Branding Myths, Busted: It's More Than Just a Logo and a Color Scheme

When it comes to branding, you might have a few reservations.

It’s too expensive.

Too time-consuming!

Or maybe that it’s only necessary for big companies. 

However, the truth is that a strong brand identity can be a game-changer for businesses of all sizes, and it doesn't have to be a daunting task that requires a graphic design degree and an Adobe subscription.

With the right tools and knowledge, you can create a compelling brand identity that resonates with your target audience. In this article, I’m debunking the most common myths about branding. Let’s dive in!

Myth #1: Branding is too expensive and time-consuming.

Reality: While creating a strong brand identity does require an investment of time and resources, it doesn't have to break the bank. 

With tools like Canva, you can learn how to create a professional-looking brand identity without the need for expensive software or design skills. If you’re just starting out or running the show on your own, this is a great way to start to pave the way to a strong brand. Even just using consistent colors, fonts, and imagery will make a huge difference. 

Myth #2: Branding is just a logo and a color scheme.

Reality: Branding involves much more than just a logo and color scheme - it's the entire experience that customers have with your business. In fact, the strategy and nitty gritty details of who your target audience is, what their pain points are, and what your unique value proposition (UVP) is just as important as how you look! 

The reason for this is because all of that information is necessary to create a strategic brand that stands out from your competitors. Let’s take a look at an example of a brand who has gone well beyond just a logo. 

Dollar Shave Club revolutionized the industry by offering affordable razors through a subscription model. Their brand strategy emphasized humor and personality, with clever advertising campaigns and a relatable brand voice. This approach helped them differentiate themselves from traditional razor brands and attract a younger, tech-savvy audience.

Just check out this snippet of text I screenshotted from their website footer. This manifesto sets the tone for the Dollar Shave Club brand and embodies the experience they’ve created for their customers.

Myth #3: Branding is subjective and doesn't have a real impact on business success.

Reality: A strong brand identity can have a significant impact on your business's success, including increased brand recognition, customer loyalty, and sales. With Canva Design Essentials, you'll learn how to create a brand identity that differentiates you from your competitors and appeals to your target audience. You'll also learn how to measure the effectiveness of your brand identity and make adjustments to ensure it stays relevant and impactful.

Let’s take a look at Sweetgreen’s branding, which is a great example of a brand having impact on business success. First, the stats:

• According to Forbes, Sweetgreen has grown from a single location in Washington D.C. to over 100 locations across the United States, with a valuation of over $1 billion.

• Sweetgreen has a very loyal customer base, with over 50% of their sales coming from repeat customers. This indicates that their strong brand identity and customer experience have helped them establish a loyal following.

Sweetgreen also has a distinctive brand design that helps them stand out in the fast-food industry. Their branding strategy focused on creating a seamless and personalized customer experience, with a strong emphasis on community and social responsibility. This approach helped them establish a strong reputation as a health-conscious and socially responsible brand, and attract a loyal following of health enthusiasts and sustainability advocates. Their visual identity is clean, simple, and modern, with a focus on natural and organic elements.

In fact, when I was researching this article, I saw that Sweetgreen was a branding design winner in the Fast Company 2022 Branding by Design Awards. You can check out the full article here.

Myth #4: Branding is a one-time project.

Reality: Branding is an ongoing process that requires regular evaluation and adjustment to stay relevant and effective in a changing market. With Canva Design Essentials, you'll learn how to create a brand identity that evolves alongside your business, and how to stay on top of design trends and customer preferences. You'll also learn how to develop a brand strategy that aligns with your business goals and values, and how to communicate it effectively to your team and stakeholders.

Conclusion: Branding Myths, Busted

A strong brand identity can help you stand out in a crowded market, build customer loyalty, and establish a reputation as a trusted leader in your industry. While creating a strong brand identity requires an investment of time and resources, it doesn't have to break the bank. By focusing on your messaging, visual identity, and customer service, you can create a strong brand identity that resonates with your target audience and drives business success. Remember, branding is not a one-time project, but an ongoing process that requires regular evaluation and adjustment to stay relevant and effective. So don't believe the myth - invest in your brand identity today and watch your business thrive.