Why your great product might still be invisible

I still remember one of my first speaking gigs.

A room full of entrepreneurs staring at me, half-excited, half-wondering if they really needed to care about branding.

Someone raised their hand and said, "Isn’t branding just a fancy word for a logo and colors?"

I smiled.

I’ve heard this question, or some version of it — over 150 times on stages across the country.

Let’s talk about the biggest branding myths I hear all the time.

These aren’t just wrong — they’re expensive.

Myth 1: Branding is a logo and colors

It’s not. A logo is like your face, but branding is your reputation. It’s how people feel about your business when you’re not in the room. If done right, it sticks — like that catchy song you can’t stop humming.

Myth 2: Branding is an expense

It’s not an expense. It’s an investment. Companies with strong branding grow faster, make more money, and spend less on marketing. Branding pays you back — with interest.

Myth 3: Only B2C companies need branding

B2B companies need it even more. When you’re selling to other businesses, trust matters. And trust comes from a strong brand. It’s the difference between competing on price and being the obvious choice.

Myth 4: Performance marketing is enough

Ads are great — until they aren’t. Branding keeps your business alive when the ads stop running. It builds a long-term connection, not just a quick sale.

Myth 5: Customers are rational

We like to think we’re logical. But we’re not. Emotions drive decisions — especially buying decisions. People don’t buy the best product. They buy the one they feel best about.

Myth 6: A great product sells itself

If that were true, we’d all be using the same phone, wearing the same clothes, and driving the same car. A great product with bad branding? It’s invisible. But a good product with great branding? It stands out.

Myth 7: Rebranding is only for companies in trouble

Rebranding is for companies that want to stay relevant. The market moves fast. Brands that stay the same get left behind.

Myth 8: Short-term results matter most

Short-term wins feel good — but long-term branding builds empires. Brands that focus on staying power grow bigger, stronger, and more valuable over time.

Branding isn’t fluff. It’s the foundation. It’s what turns a business into a legacy.

P.S. Want to learn how to measure your branding results, check out my e-book — it’s packed with actionable steps to make your brand unforgettable.