Title: Your Brand Is What People Say About You When You’re Not in the Room
Amazon founder Jeff Bezos captured a fundamental truth: your brand is what people say about you when you’re not there.
If I asked you to describe Apple as a brand, what would you say? That answer, no matter the intent behind it, defines the brand—especially if the majority share that view.
As branding expert Marty Neumeier emphasizes: your brand isn’t what you claim it to be. It’s what others believe it to be.
In branding, perception is reality. The field is, at its core, a study of perception. We don’t own perception; we influence and shape it. Our objective is to close the gap between how we see our brand (the image) and how others see it (the perception).
Here are three strategies to align these perspectives:
1) Clarity — Be explicit about the impression you want to create. Keep your message simple and focused.
2) Consistency — Every action and statement contributes to your brand. Align behavior with that intended impression.
3) Ubiquity — Repeat your core message until it becomes second nature. Be present where your audience is; familiarity builds trust.
Do you know what people say about you when you’re not in the room?
