1.3 Branding Myths

Before we dive into the process, let’s first dispel some common misconceptions about branding that couldn’t be more wrong:

1️⃣ Branding is just an overblown term for marketing.

Branding is not marketing. Branding guides the business’s long-term strategy and answers why they do what they do. Marketing focuses on the how, defining tactics for achieving short-term results. Marketing drives sales, but branding drives demand by building loyalty, potentially delivering greater returns in the long run. However, branding does influence what marketing tactics a business might use. All marketing, advertising, and communications should be aligned with the brand.

2️⃣ I’m not a designer (or copywriter, or insert creative profession here), so I can’t really brand.

Branding is more than just a cohesive design system. While people trained in design and design thinking might have an advantage in generating cohesive visual or verbal communications, this book is here to help you by filling in what you don’t know. The most important step in establishing a brand is clearly defining why your business exists and why your target audience should care. Arguably, no one is better equipped to answer these questions than you.

3️⃣ Branding isn’t that important for small businesses.

It would be a mistake to believe branding is only important when you’re a large franchise. All businesses, no matter the size, have a target audience. For small businesses, their target audience likely also interacts with and buys from large businesses, who command attention, purchasing power, and brain space due to their greater reach alone. Thus, a strong and compelling brand is even more important for small businesses, who need to differentiate and establish a clear value proposition to compete.

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Let’s start by defining your business in

2.1 Defining Your Purpose: The Mission Statement⁠

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