Have you heard the song, “Every Breath you Take” by The Police?
The song is a classic.
But a tad creepy, no?
I mean just look at the lyrics –
“Every breath you take and every move you make
Every bond you break, every step you take, I’ll be watching you
Every single day and every word you say
Every game you play, every night you stay, I’ll be watching you.”
It feels as if the song was written by a professional stalker.
What’s the point? What is the frigging point of this post?
Here is the thing… every element of your brand and my brand is giving out signals.
And all of these signals are being watched by the audience.
Your website, your social media, your communication… all of it is giving signals.
But it’s not just that…
The way in which you respond to customer complaints is also a signal.
The color that you use for your product is also a signal.
To give an example of this, let me use something that Seth taught me in The Marketing Seminar.
Take a look at this book cover –
Who is the audience for this book?
I will give you 2 options.
- Someone who wants a quick hack on how to build a career as a painter and become rich?
- A deep, spiritual thinker, who is keen on understanding the topics of “culture”, “gifts” and “creativity”.
Yes, no points for guessing.
The book title makes a certain promise, to a certain group of people.
The question then is, are you happy with the promise that your brand is making?
Are you happy with what you are conveying through your website about us page?
Is it in line with the change you seek to make with your brand?
Is it okay to rant and use “F-bombs” in your Linkedin post? Is it in-line with your brand?
Because guess what… just like The Police, everyone is watching you!
A restaurant can make different kinds of promises. One promise could be – “For rich couples who want to spend quality time with each other and have a quiet experience, our expensive restaurant is the perfect place.”
But then, of course, the restaurant ambiance, food, and everything else has to be in line with this promise.
There could be another restaurant, that says, “For people who want quick snacks, that are not very expensive… come to us.”
This restaurant would then need to ensure that their brand elements are conveying this promise.
Okay, so where do we go with all of this?
It’s not a bad idea to sit down every fourth Saturday of the month, pour yourself some black tea, and just reflect on all the brand elements – both online and offline.
There are 3 questions to answer here.
- What is my brand for?
- Who is my audience?
- What is my promise?
And then we can inspect different brand elements that the audience interacts with, and see if they are in-line with the answers that you gave to the above questions.
A few examples of these brand elements would be –
- Social Media presence
- Email Marketing
- Packaging of your products
- Pricing of your services…
Add your own stuff to this list.