Debunking 5 common myths about branding

The term ‘brand’ has bounced around marketing circles to the point that it has become a catch-all. Here are some clarifications about what it doesn’t mean—and what it should.

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Everybody tosses around the word “brand”—it’s become like “innovation” and “synergy.”

There are lots of opinions about what it means and how to get it right.

Let’s debunk the five biggest “brand” myths that are circulating:

1. Your brand is how you look.

Yes, but it’s much more. It’s the voice of your communication; it’s the commitment of your people. It’s how you deal with issues and how you celebrate wins. Think of your brand as

the personality of your organization.

2. Your brand is an expense with hard to measure ROI.

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