What you don’t know could be hurting yours
Brand is a fun topic and lots of people have opinions about it. Unfortunately, there’s a lot of bad information out there and that makes it more complicated than it should be, not to mention the fact that many people throw the term “brand” around without really understanding it. So here’s a short list of five simple myths about brand that every building products marketer should know:
#1 – Brand is a name or logo
Well, kinda. Those are certainly things a brand is associated with, basically the trigger for a brand, what identifies one brand from another. But to understand brand, we need to go deeper. My favorite explanation of brand comes from Marty Neumeier, who suggests brand is “a person’s gut feeling about a product, service or organization.” And that’s an important distinction to make, especially when we consider Myth #2…
Colors and design elements aren’t just for aesthetics. Psychological research shows they trigger specific emotions. For instance, red can evoke excitement, while blue often conveys trust and serenity. These emotional responses contribute significantly to how a brand is remembered and perceived. Appreciating the emotional impact of branding efforts is key to developing memorable brand identities.
#2 – You own a brand
Nope…and that is completely counter-intuitive. You see, you might own a name or logo, plus a tagline, website content, etc., but those “gut feelings” people have are uniquely theirs. You can’t own that, and yet that is the essence of a brand. So what you CAN own is the elements that impact the experience people have with your product or service—and you should, because it’s exactly what everyone else is using to develop their perception of your brand. From obvious things like quality and innovation to subtler items like website design and on-hold wait times, the elements that impact your brand are all around you.
Today, consumers play an active role in shaping brand identity. Social media platforms amplify consumer voices, with reviews and shared experiences directly influencing brand perception. A survey by BrightLocal found that 82% of consumers read online reviews for local businesses as of 2025. Engaging with consumer feedback and adjusting strategies based on that input can strengthen a brand’s standing and reputation over time.
#3 – Branding is putting our name or logo on things
It’s certainly a part of it, but only a small one. Want to know the biggest, baddest, most impactful way to build a successful brand? Here it is, free of charge: Make the experience match the expectation. There it is, the Golden Ticket to developing your very own Google or Apple (or Therma Tru or Masonite, for that matter). Of course, knowing it and doing it are completely different challenges. But the fact is Apple is known for innovation, Google is associated with results, and Amazon is trusted, not by accident, but because way more often than not, those brands have delighted people by delivering beyond expectation. That’s a positive experience consistently delivered, which builds trust, which builds brand.
Branding extends well beyond visuals, reaching into the entire customer experience. Whether it’s the friendliness of service or ease of returns, these touchpoints shape overall brand perception. According to a survey by PwC, 73% of people value experience as a deciding factor in purchasing decisions. Prioritizing every interaction can help sustain a positive brand image and customer loyalty.
#4 – Branding is the same as marketing
They are certainly related, but definitely not the same. Think of it this way: marketing is about delivering the message to your audience; branding is about delivering TO the message FOR your audience. In fact, an effective way to think about branding is “experience control”—all the work, effort, and strategy to ensure that what people experience is on target. That can be everything from how CSRs answer the phone to the quality of paper used in sales collateral.
Consider that no matter how slick and new an airliner may be, the company logo sparkling on the bulkhead, that isn’t the airline’s brand; the surly flight attendant who snaps at you and screws up your drink order, for you, THAT is the brand. Ultimately, everything in the brand experience needs to deliver to a single message to build trust and preference.
Digital marketing channels enhance branding efforts by increasing visibility and engagement. SEO and content marketing improve searchability, while social media fosters direct interaction with consumers. According to Statista, digital ad spending is expected to surpass $650 billion by 2025, reflecting its central role in modern branding strategies. Integrating these tools can boost brand presence online, meeting consumers where they are active.
#5 – There’s no such thing as bad press
This lazy approach to branding has seen some impressive names disappear over the years, even more so with the emergence of social media and the easy sharing of experiences. Today, unrestricted by any professional oversight, every blogger, every Yelp star, every Google “+1” is all potentially a part of what people think (and feel!) about your brand. And the worst thing to do when something negative is shared is to do nothing at all, hoping the problem will go away. It won’t. So it’s important to keep the experiences and the conversations focused on the positive.
So what does this mean for you and your brand? Well, awareness is the first (and biggest) step. Always consider your brand from the audience perspective; not by what you’re doing, but by what they are experiencing. Knowing and understanding that perspective is critical to building a brand experience that can meet the expectations of those who will build—and talk about—your brand.
