written on April 30, 2009 by Brian Sooy
Related Items
- Emotional Branding Campaigns
-
written on September 29, 2011
by Jason Therrien
- 5 Ways to Maximize Your Brand with Energy Awareness
-
written on September 13, 2011
by Betsy B Muller
- Marketing Lingo Explained, A Mini Glossary
-
written on June 09, 2011
by Rachel Downey
- Professional Services Firms- Rebrand Now
-
written on March 31, 2011
by Rachel Downey
- Interpretive Storytelling
-
written on January 18, 2011
by Rachel Downey
- The Brand Experience
-
written on January 11, 2011
by Rachel Downey
- Tips on Becoming a Power Positioning Maven
-
written on December 15, 2010
by Rachel Torchia
- Shattering Five Branding Myths
-
written on August 09, 2010
by Nikki Evans
- You Get What You Pay For The ROI of a Real Brand Process
-
written on September 14, 2009
by Rachel Downey
- Customer Service as Customer Experience
-
written on September 02, 2009
by Brian Sooy
- Brand Positioning in a Big World
-
written on September 02, 2009
by Rachel Downey
- Type as Brand Expression
-
written on May 18, 2009
by Brian Sooy
- The Verbs of Place Branding Placemaking and Wayfinding
-
written on March 11, 2009
by Rachel Downey
- Building Your Brand House A Primer
-
written on January 16, 2009
by Rachel Downey
View All
In any type of business or organization, establishing and maintaining continuity in the visible and invisible aspects of your branding is key to managing perceptions. Since you're marketing aggressively and selectively during the current economic conditions (if not, you should be), you're more likely to be aware of your messaging and perceptions that you want to project.
Think of continuity relative to your audience: what perceptions have they formed (experience) and what perceptions would you like them to form (messaging). Now review every touch point, and talk with your customers about how they are experiencing your organization, and what perceptions they are forming. These touch points include your facility (when clients visit), personal and phone auto-attendant, employee blogs and Twitter feeds, and every aspect of your visual communications. Often overlooked touch points include outdoor signage, wayfinding, internal communications (that get publicly distributed), and infrequently updated web sites. Even your vendors and strategic partners who have opportunity to interact with your clients affect how your organization is perceived.
Your brand continuity started the moment you opened your doors and won’t end until you close them. You can’t always see the dots that connect your brand with your clients, but they are there. Just ask your clients, they will tell you where they are hidden, often in the smallest of places.