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Are you falling prey to this branding myth?

You’ve heard it all before: your brand matters. Countless articles claim that a strong brand is essential to long-term business success. However, branding is still something you find hard to relate to you and your business. So, could it be that you got the wrong idea about what branding is? Member Francois Reynier, Creative Director at Acacia, dispels one of the most common branding myths.

Branding can be a confusing and misunderstood topic. This is probably why many businesses shy away from it. However, a well-managed brand can give you a genuine long-term competitive advantage. This especially relevant if you are looking to accelerate your growth. So don’t fall for this myth. 

Most very well-known brands tend to also be huge global corporations, such as Apple, Ford or Sony. As a result, many people assume that only huge businesses have a brand. 

Nothing could be further from the truth. All businesses have a brand, regardless of their size or industry sector. 

Your brand is what people feel and think about you when they see or hear your company name. In a nutshell, it is your reputation, and who hasn't got one? As the CEO of Amazon, Jeff Bezos, says: 'Your brand is what other people say about you when you’re not in the room.' 

By managing your brand, you will shape your reputation in the marketplace.  A powerful way to convince more people to do business with you and increase customer loyalty. Also as Lord Karan Bilimoria, the founder of Cobra beer says 'A strong brand will get you through a crisis’.

Keep in mind that sometimes, the best way to revitalise a brand which has been neglected for a few years will be to rebrand.