Beware:brand signal communicates
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
In a recent ‘chit-chat’ with one of my colleagues, we were discussing certain attitudes that are not recognized as detrimental to brand’s acceptance. In most cases, these signals may not be obvious to the brand owners or individuals, brands involved. It does mean that sometimes, brands may need external opinion to help them assess what the brands signals mean to them. 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 individual brand personality. Brands are not mechanical; they have power to arouse people emotions. Every brand is known to its consumer through many sources of communications. Many recognized a brand by its logo, other rememberl it with the signature tune of the brand. We are all familiar with such tune 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 captures the attention of target consumer 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 necessary for consumers to understand the deeper brand 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 action does your brand take when there is problem with your service? Does your brand care about what happens to your brand 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? Use the comment section.
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