The 3 Misconceptions of Business Website Branding

This is a guest post by Warner

Analyzing brands is not always rainbows and butterflies as people commonly understand it. It’s a very hard job, because it’s about convincing clients that every business needs a certain “brand” or “branding” to engage their own target markets, and we all understand how difficult convincing people is, especially to those who are just starting and building their own businesses. However, successfully changing obstinate clients perception about branding is the most rewarding part of this job, because we know that once they get to understand the entire concept of “branding”, we become part of their success as well.

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Being in this job for years, I have been accustomed to people who come up to my office as doubters and non-believers carrying their common misunderstanding of the word “branding”.

Here are the three most common misconceptions about branding:

Branding is only a one-time event

Most people, especially startup business owners, think of branding as a one-time event — think of a good name, get a good logo, choose a target audience, and everything is fixed. However, branding, beyond their brands, is a cycle; it is a never-ending process of interacting with your market, gathering data, and initiating actions to come up with a timely answer to its need.

That is why brands, even big and established brands — rebrand. Pepsi did not change their logo just to appear dandy and youthful, or to announce a blatant head-to-head fight against Coke and Virgin. They rebranded because they are aware of their weakening identity and their undermining appeal to the fizzy-drinking public. How did they realize that? They simply engaged themselves in the branding cycle. They tracked their market flow, studied their consumer’s perception and thinking, outlined plans, and brought this into action. And ever since Pepsi’s first rebranding in 1905, and up until their most recent image change in 2009, we all know that their immersion to the brand cycle and to their commitment to answer their market’s needs have always been successful. For the record, Pepsi never suffered in their constant adherence to rebranding.

Branding is just a business owner’s thing

The fact that businesses need to have a brand to earn consumer’s attention and affection shows that branding is not just a business owner’s thing. Marketing books say that branding is always shared by two entities: the business and the consumer. Moreover, they also describe branding as a “bridge” that fills the distance between the consumers and the business owners. Abridge and not connect, because ever since businesses were built, there were already connections between them and the consumer. This connection is need, as branding only omits the length of time consumers need for search and decision making.

When I first entered a grocery store when I was just 23 years old, I was amazed at how some, or most, mothers managed to brush through the entire grocery area with speed as they shopped. While I had to spend five minutes to get at least three different brands per product (e.g. Tide, Clorox, and Gain for laundry and bleaching products) and waste additional minutes comparing them and thinking of which one I should purchase. As I grew up, I learned that spending more time in the grocery store would make one more familiar with the items and products available there, with the brands and the branding strategy they carry. In that sense, every product’s identity has always been a big help for me to shorten my decision-making process, for I, before entering a grocery store, already knew what brands would answer my needs.

Branding has no direct correlation with their consumer’s life

Branding plays an important role in every consumer’s life, especially in this time when most people get their needs from an advertising and branding-filled world. Branding supplies and delivers a sense of awareness to its customers, helping them in the decision-making process involved in purchasing. That feeling may be need, attraction, indulgence, contentment, security, awareness, or anything that attaches the consumer to the brand.

Every time I ask my wife what she wants for her birthday, she always answers me with one direct answer – Balenciaga. She is one real bag enthusiast, but I have never seen her collection cabinet stocked with Longchamp, Givenchy, or any other brand apart from her favorite Balenciaga. So when I asked her about it, she pulled me out of the sofa, led me to a trip in front of her collection, and said, “My very first bag was Gucci, but after sporting it in a local ball, I’d found out that everyone had Gucci. I have no complaints about its quality or design; I just felt that I wanted to be different. The day after that, I started looking for a bag that would make me stand out among others. The very first moment I saw the black bag made with Indianesque leather, I knew I already found the one. That’s it, and I still feel it. Balenciaga made me feel different from other girls.

Your post author, Warner likes tech and SEO so naturally works with Resell SEO who supplies private label seo for resellers only.

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