Branding and marketing… it all comes down to one thing: image. Your image is the basis for everything. It is what causes people to associate certain feelings and perceptions with your brand, product, or service. As we have discussed numerous times, people will choose a brand over another because of these associated feelings.
Every aspect of your marketing MUST tie in with your image. This is crucial, and yet so often we see advertisers sending mixed messages to the consumer. For example, a restaurant that wants to portray an image of hip, young, fresh, and new needs to take that image into account with everything. This surpasses just logos and promotional materials and must span down to couponing, where to advertise…everything! Corporations spend huge amounts of money trying to change consumer perceptions that have been built up. It may be time to ask yourself…what image do I want to portray? And what image am I actually portraying? After all, perceptions are reality.
