Comments on: The 5 Biggest Marketing Traps Almost Every Bank Falls Into—and How to Avoid Being One of Them https://emmerichfinancial.com/marketing-plan/marketing-traps/ The Leading Bank Sales & Culture Transformation Company Tue, 19 Mar 2013 16:08:26 +0000 hourly 1 https://wordpress.org/?v=7.0 By: Jeffry Pilcher | The Financial Brand https://emmerichfinancial.com/marketing-plan/marketing-traps/#comment-30 Tue, 19 Mar 2013 16:08:26 +0000 http://emmerich.wpengine.com/?p=5068#comment-30 It is a colossal mistake to equate “branding” with logos and “pretty pictures.” The look-and-feel (the “brand identity”) is only about 25% of an overall brand. The practice of branding is about trying to deliberately shape and influence people’s feelings and perceptions about your organization. Anyone who thinks they can accomplish that with mere pictures and words is delusional. There are many other factors that affect how people perceive an organization, all more important than the brand identity: what a company believes, what a company sells, what a company does, who a company hires, etc. The brand identity is simply the clothing that wraps the brand. The full, complete process of branding addresses much more than the identity. It is a strategy that unifies all aspects of the organization around a common, differentiated theme.

Please note: I am NOT a branding consultant, and I have no horse in this race. I’m just clarifying what a “brand” is and isn’t.

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