In a recent ‘chit-chat’ with one of my colleagues, we were discussing certain signals,attitudes that people view as not very harmful to brand’s acceptance. In most cases, these signals may not be obvious to the brand owners or individuals, brands involved. Our conclusion was that most of what we viewed as not harmful to the brands are actually poison. So securing an external view will go a long way to help determine what we think is right. This chat with my friend gave me the inspiration to write this piece.
Brands are like human beings who have personalities; they have all the senses to converse the importance, equity and emotions that encompass their brand’s personality. Brands are not mechanical; they have power to arouse people’s emotions. Every brand is known to its consumer through many sources of communications. Many recognize a brand by its logo, other remember it with the signature tune of the brand. We are all familiar with such tunes as ‘Now You are Talking’, ‘What a Wonderful World’ as well as ‘Everywhere You Go’. All these sources of brand uniqueness serve as brand signals that capture the attention of target consumers on the move. Effective branding is the process of running all the signals in such a way that no one misses the signal it intends to pass across in the right language. Everyday, everywhere we are communicating our own brand.
These communication signals when picked by stakeholders either draw them closer or chase them away. Through brand signals, efforts must be made to ensure desired expectations are met. Brand attitude, internal brand behaviors, logo, color, dress sense, office location, interiors are vital ingredients that will expose each brand signal’s meaning to the stakeholders. Brand Signals are substantial cues (sight, sound, touch, taste, smell or action) that openly associate brand with certain behaviors. These multi-sensory signals provide the cues that are necessary for consumers to understand at deeper level the meaning that lies underneath the surface.
The bond between consumer and brand can be affected negatively if the aura being spread is that of unnecessary arrogance, lack of concern or a pursuit of ‘ego-journey’. What are the actions that your brand usually take when your brand has problem with service failure? Does your brand care about what happens to your brand’s stakeholders? Do they have to plead to receive due services after making payment? These among others constitute the cues that will either affect your brand’s signal and perception within your brand community and beyond. Let me conclude this with a definition of what brand is as expressed by Black coffee firm which says ‘A brand is an experience living at the intersection of promise and expectation’. What do you think?
Yinka Olaito helps individuals, organizations to maximize values in their brands through adequate exposure of the brand to target audience that can pay premum. Yinka is a Brand, Public Relations expert, social media advocates, certified trainer and speaker. He is the author of award winning blog The Branding Gavel — http://www.yinkaolaito.com He is presently the CCO of Michael sage consulting, a brand management and reputation firm in Lagos Nigeria.