Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

From your audience’s point of view

Communicate clearly

What’s your message?

I had a conversation with a small business person the other day, who had proudly announced in graphics on the side of her car that she was part of the “XYZ performance team” at a real estate company. The name and logo of the real estate company were very small as support, and her phone number was prominently displayed.

While driving through Portland she received a phone call. The caller asked “what do you perform?” She was taken aback.

Of course SHE knew she meant she was part of a sales team dedicated to sales performance. But because the other driver who had seen the phone number and the large statement hadn’t seen the logo for the real estate company, they had no clue. They thought it was a different kind of performance!

Now she’s going back to change her graphics so it’s clear she is in real estate, not that she’s going to be on stage any time soon.

We know what we know … but perception is reality

Consider your message. Could it be mis-interpreted? What’s the first thing that is noticed or seen on a sign, on a vehicle, on your business card or as the headline on an ad? Does it mean what you intend it to mean to everyone who sees it?

Clear messaging that resonates with the audiences you want to reach must be simple, direct, and from their point of view. But always always keep in mind … perception is reality. Audience perceptions guide your brand.

Interested in knowing more about messaging and how it is a vital component of an optimized brand? Visit our website for details.

10 steps to optimize your brandYou can also download our e-book, 10 Steps to an Optimized Brand, to learn more about the vital role messaging and audience perceptions hold. A brand is not optimized until it’s based on the audiences and what they need to know to choose your organization, products or services over the other options. You’ll also learn about positioning, the foundation for the visual and verbal brand.


About the author

Jennifer Larsen Morrow

Jennifer's four decades of work in the industry, starting as a designer and adding marketing, copywriting and digital marketing, has generated response for clients since 1978.

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