In today’s age of instantaneous information, the marketplace has become saturated with an endless number of brands. This means there are more voices than ever competing for your customers’ attention. In fact, according to research conducted in England by Robert Heath, the average person is exposed to roughly 5,000 brands per day through various communication mediums. As a result, crafting a memorable brand that slices through the clutter and clearly communicates what you are all about is critical in differentiating your organization from the competition.
Now here’s the rub. Most people think of a brand as the intellectual property of their company, associating their brand with a logo, typeface, colors, messaging, etc. All of those things are controllable creative elements used to build a strong, cohesive and consistent brand identity. However, when thinking about your brand, it’s worth noting that your brand isn’t really yours at all.
So – what is your brand and who actually owns it? A brand is an idea that is carefully crafted in the minds of your customers. Your customers’ perceptions about who your company is, what your company does, and why it’s valuable are what truly control the reality of your brand. Thus, your brand is not actually yours; it’s your customers’. All you can do is influence their perception of your brand through the use of the afore-mentioned creative elements. You cannot and will not be able to control it – it is a concept in your customers’ (and potential customers’) heads that is constantly open to interpretation. The goal, therefore, is to do everything possible to shape the way customers perceive your brand.
Looking at your brand in this fashion is the key to unlocking your brand’s true potential and creating a brand that so unique that prospective customers can’t help but notice. Learn to see your brand through the eyes of your audience and you’ll have a leg up on the competition.
Of course, if this is something that you struggle to conceptualize or execute, a VisionBuilder planning session with VistaComm can help you gain the insight necessary to develop a solid brand marketing strategy. For more information, contact one of our Precision Marketing Specialists at 866-752-7707.