Brand. Every company has one. Is one.
Branding. Not every company does it well. Some don’t do it at all.
A strong brand is one of a company's most valuable assets. Unfortunately, it isn’t always seen that way. Catchy slogans and cute logos aren’t enough. No, it requires a deep understanding of two fundamental factors – presentation and perception.
PRESENTATION – WHAT YOU CONTROL
Presentation refers to the way your brand is introduced to the marketplace. This includes logos, colors, typography, messaging, and customer experience. Since you have complete control of how your brand is presented, this clearly is the foundation on which brand awareness is built.
How can you optimize your brand’s presentation?
- Clearly define the brand’s identity through the mission, vision, and value statements.
- Create a cohesive visual look and feel on all external brand elements.
- Develop strong, high-quality content in design, copy, and photos.
- Use multiple channels, including social media, email marketing, and even in-person experiences.
PERCEPTION – WHAT YOU DON'T CONTROL (But Can Influence)
Perception is how your audience interprets the brand based on their unique experiences, expectations, and emotions. Unlike presentation, perception is subjective and shaped by factors beyond your control. Even so, it can be influenced.
How can you influence your brand’s perception?
- Listen! Pay attention to what’s being said about your brand online and offline.
- Follow through on all of your brand promises.
- Engage in the marketplace proactively and authentically. Add a ‘human side’ to the brand.
- Be flexible. If your brand is not being perceived as intended, be willing to pivot to realign the brand.
There is a tension and balance between presentation and perception. The goal is to create a brand that looks good (presentation) and resonates deeply (perception). Successful brands excel in aligning their presentation with the values and needs of their target audience.