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The Three Drivers of Brand Perception: Building a Standout Brand
Many small and midsize companies do not know how to build a brand. Here is a simple framework to make that happen.
The General Idea
Building a brand is similar to building a romantic relationship. It comes down to mastering three factors:
- Appearance
How a company presents itself must be appealing to its audience. - Messaging
What a company says and how it says it must align with the communication preferences of its audience. - Actions
What a company does (including the products, services and touchpoints it offers) and how it behaves must align with its image and promises.
The Key Sentence
Marketing legend Seth Godin once brilliantly said: “People like us do things like this”, encapsulating the idea that a person’s sense of belonging is crucial to their actions and decisions. If you identify yourself as part of a group with certain values and behaviors, you will always act in line with this identity.
Tweaking Seth’s quote is the tool to ensure just that.
“A brand like ours does things like this”
“A brand like ours does things like this” is a discussion starter, as it forces you to think “is it true?” Would a brand like ours, actually present itself like that. Would say thing like that? Would it do things like that?
The Brand Awareness Check
The Brand Awareness Check is a guided brainstorming and discussion tool designed to help companies and their teams stay true to their brand. It guides conversations about what fits your brand—and what doesn’t—so everyone is on the same page.
Simple yet powerful, this tool helps analyze and improve the brandworthiness of everything your company does, ensuring consistency across all touchpoints.
It can be used in almost any situation where decisions are made that ultimately affect how the company is perceived by the outside world.
In particular:
- When developing new products, services and experiences
- In moments of self-reflection (when companies analyze their status quo)
