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Branding is communication that is perceived, not intended

Posted on April 19, 2008
Filed Under Brand Integrity, Brand Maintenance, Branding, Christopher Kirk, External Branding, Visual Branding |

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How many times have your parents told you when you were young that it is not what you say, but how you say it? How often have you said something and it was perceived by the intended individuals differently than how you intended it? Branding needs to be considered the same way. When you are in the process of branding, you are attempting to communicate what your brand is. You are sending messages to customers and prospective customers about your company to gain their business.

Here is an example that I ran across locally. A new bank chain has appeared in my community and they have been doing the usual things to establish a market presence here by purchasing smaller and struggling banks in order to gain an existing customer base. Also they have been in the processes of building new branches around the area. The picture here shows one of the “new” branches. The inset is the humongous sign they placed on the plot of land beside them.

Now I understand that they are preparing to build a new branch on that plot of land where the sign is. But just look at this at face value. A bank in a modified trailer that uses the tag line “It’s About Time”. I realize that the tag line was meant to describe their business method and customer service where they want you to believe that you will save your precious time if you bank with them because time is money. My first impression was not what their intention was though. I saw a bank housed in a trailer with the tag line, “It’s About Time” and my first thoughts were…

1. They did not plan their building project well which caused them to run out of time so they had to settle for this building. “It’s About Time” meant that we have been waiting for a long time and they are finally here.
2. They don’t have enough money to build a quality building to show a sense of security because I am not putting my money in a building that could be toppled over by a strong wind.

If I had thought this, I wonder how many others had thought down those similar lines. Now as I write this, the bank has already broken ground on their new branch on the plot beside and I am sure it will be a beautiful building where their clients will feel secure about putting their money into. But what kind of message did they send to this part of my community by using a trailer to start their business in this neighborhood and how will it effect their business long term because the message they intended was not the message perceived?

As you send out branding messages about your company, try to perceive what your customers and prospects will perceive and see if it measures up to what you intended to communicate. If not, you had better readjust your message.

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