The 3 Biggest Branding Misconceptions

Your Brand isn’t what YOU say it is

Your brand is what your customers say it is. Ultimately, a brand is a result. It's a customer's gut feeling about a product, service, or a company. A brand is your reputation.

Customers don’t want to BUY brands

They want to JOIN brands. Successful brands are created when customers feel like they’re part of a community, not just a consumer. People don’t want to buy a product or service; they want to join a cause, a movement, and a lifestyle.

A LOGO IS NOT A BRAND

Usually when people hear the word “branding” a popular logo design is the first thing that comes to mind. There’s a 99% chance you’re picturing the Nike swoosh right now. Yes? No? Either way, we’ll admit it: beautifully simple logo designs really light our fire, too. But at Soul&Soul, we believe that branding is so much more than logos and visuals. A brand is an experience. It’s the way customers think, feel and interact with you. It’s the stories you tell and the emotions you evoke. It’s the values you stand for and the culture you create. We like to call these intangible aspects of a brand “invisible threads”.

What DO invisible threadS HAVE TO DO WITH IT?

An invisible thread is an emotional connection between your customers and your business. It’s a feeling of belonging, of being part of something bigger. It’s a shared story, a lifestyle, or a mission. It’s the understanding of what you stand for and the trust your customers have in you. A successful brand has the ability to capture the heart of its customer by casting a web of invisible threads.

At Soul&Story, our team of strategists and storytellers specialize in building strong brands that connect with customers on a deeper level. Contact us today to learn more about our services and book a free discovery call!