5 Branding Myths You Don't Need to Believe (especially if you're just getting started)

If you're building a business on the side, you've probably heard whispers (or loud shouts) about brand strategy development. Maybe you've wondered...what does it even mean to have a brand? How do you create a brand for your business? That's just the same thing as having a business, right?

Not quite.

Your brand is like the personality of your business. It’s the intention, vision, and purpose that make your business different from any other business in your niche. Think of two big companies you know of that sell similar things (like Walmart and Target for example). The things that make them different from each other are their brands: values, colors, messaging, style, etc. 

I typically break it down like this:

• Your business is everything you sell and the systems and platforms you use to sell it. (Think: products, offers, services, etc. and domain, landing pages, workflows, automations, platforms, tools, and policies, contracts, agreements, terms of use)
• Your brand is the unique way you approach selling and creation. It includes physical elements, like colors, fonts, logos, icons, graphics. It also includes concepts, like values, phrases, purpose, goals, and style.

Branding isn't about looking perfect. It's about being clear and consistent. When your message is clear, your content, offers, and marketing fall into place without the overwhelm of perfect visuals, perfect words, and perfect resources.

When it comes to how to create a brand strategy for your business, here are five common branding myths you can officially ignore (and what to focus on instead).

Myth 1: Branding is only about visuals (logos, colors, fonts)

So many business owners get stuck picking hex codes instead of figuring out who they actually help with their products and services. A beautiful logo means nothing if you don't have clarity in your message. Unless you're a logo designer, your customers aren't signing up for designs - they're signing up for solutions.

Visuals are a key part of branding, but your visuals are not as important as the underlying standards and concepts that make your brand what it is. You need clarity about your brand story, your target audience, your niche, your vision, and your values in addition to consistent visuals.

Myth 2: If you focus too narrowly, you'll lose potential customers

It seems counterintuitive, but niching down is a key part of finding your ideal customer. The truth is, clarity doesn't limit you, it attracts the right audience with a strong message. When you define a clear who (aka your target audience) and a specific transformation, then your content naturally draws people in and gives your potential customer that "wow, she gets me" moment.

The dictionary definition of niche is:

• a specialized segment of the market for a particular kind of product or service.
• denoting products, services, or interests that appeal to a small, specialized section of the population.

What that means for you is: your niche is the specific section of the market where your products and offers fit. If you're a teacher selling resources for 4th grade teachers, the market is every possible solution and resource that could exist for 4th grade teachers and your niche is the specific set of solutions that your products and offers solve.

Myth 3: You need a full rebrand to show up confidently

Maybe you've said to yourself: once I have new branding, then I'll be able to post on Instagram/create new products/start an email list/tell people about my business/etc.

The reality is, confidence comes from knowing your message, not from how your webpage looks. A rebrand of your visuals might be a good step for your business, but it won't change the underlying foundation of your business. Momentum comes from message clarity, not aesthetics. 

Myth 4: Great content alone will build your brand

Have you ever thought "If I post helpful tips, then people will remember me"? Oftentimes, this approach actually backfires for your business. Context matters, and without a consistent brand message, your helpful tips will feel disjointed (and so will your business).

What actually works is anchoring all your content with your brand concepts (sometimes called pillars). Consistent branding is about more than using the same color in all your Instagram posts. Consistency comes from consistent phrases, consistent messages, and consistent emotions. As your audience comes to recognize what your brand stands for and what they can expect from you, they'll feel comfortable purchasing from you again and again.

Myth 5: Clarity will come over time

The "I'll figure things out later" procrastination trap will keep you stuck. Lack of clarity adds friction over time and catching up gets harder. While there is truth to the idea that as you keep building your business you'll get more clear about how your business works, there are real steps you can take to find clarity about your brand which in turn gives you clarity for the strategies and systems that make your business run.

The good news is, you don't have to figure it out alone.

Real clarity isn't built in Canva - it's build with questions that get you to your true message.

Grab the Brand Clarity Workbook and start solidifying the core parts of your own brand strategy. Think of the workbook as a brand strategy template that walks you through different steps of solidifying your own brand.