Why is the Term Branding So Confusing?

The term branding has become a catch all term that now means everything and nothing at all. We conducted a poll recently on Instagram and asked, “Do you find the term branding confusing?” With over 60 responses, we anticipated a mixed bag of results. To our surprise, 100% of the responders said “Yes”.

This was very telling. But what is the reason for all the confusion?

Branding is now a buzzword thanks to oversaturation and mixed messages. Quick searches online claim: “your logo is the foundation of your brand” and, “The brand is the foundation of a company and the logo is the visual shortcut to the trademark of the brand”. This suggests that a brand is a logo. (It isn’t – check out Why Your Small Business Needs More than A Logo to learn more.)

The Word “Brand” Has Evolved Over Time

This misunderstanding might stem from how the term has evolved over time. From its origins of burning wood (the word “brand” comes from the Old Norse word, “brandr”, which means, “to burn”) to create torches, to farmers physically branding cattle with an iron mark to show possession of their livestock, and now meaning something along the lines of logos/logos and visual design pieces/something else entirely, depending on who you ask, the definition continues to change. One thing has remained consistent, though. “Branding” has always been -and still is- associated with claiming ownership.

“Branding” has always been -and still is- associated with claiming ownership.

Don’t Get Duped

As small business owners who don’t come from the world of design and marketing, it’s easy to mistake your brand to mean only your logo. How can you not, when websites promote “branding” your business for an extremely low cost (delivering a quick turn logo), or DIY low-cost solutions for “branding” your business (a template sent to you for your logo and the colors/fonts associated with your business)?

The truth is, many companies use the term branding as a hook to acquire new clients, especially those who are unaware of what they need and how to begin looking for it. Unfortunately, the targets for this are most often small business owners.

Explained: Brand vs Branding

To understand what branding means today and why you need it, you must first understand what a “brand” is. Your brand is the way your audience feels about your business and the impression it leaves.

Branding is both the verb and noun used to describe all the efforts and ways your business takes control of that public perception to leave the impression you want. It goes well beyond the logo, colors, and font choices your business makes. It’s the ways your business consistently interacts with your customers at every touchpoint, from how your employees speak to your customers both in person and online, to your company culture, to -yes- all your visual elements both online and offline (this includes interior spaces – décor, lighting, background music, etc). Want a real world example? Read here how your favorite (and least favorite) airlines create their brand by curating your user experience.

Branding is both the verb and noun used to describe all the ways your business takes control of your public perception to leave the impression you want.

The Branding Takeaway

Branding your business today means taking full control and ownership of it: keeping the promise you make to your customers, maintaining transparency in both your successes and failures, and having a plan of action to continue evolving to best serve your customers. It’s no longer about who has the most unique logo. It’s about who makes the greatest emotional connection through understanding who you are, who your customers are, and what values you both share.

Confused About Your Brand?

Feel free to reach out to us at hello@MuseCreativeCo.com or call us at 228.216.2145