The brand signal communicates

In a recent ‘chat’ with one of my colleagues, we were discussing certain cues, attitudes that people see as not very harmful to brand acceptance. In most cases, these signs may not be obvious to the brand owners or brands involved. Our conclusion was that most of what we consider to be harmless to brands is actually poison. So securing an outside view will go a long way in helping determine what we believe to be correct. This talk with my friend gave me the inspiration to write this article.

Brands are like human beings that have personality; they have all the senses to talk about the importance, fairness and emotions that enclose the personality of your brand. The marks are not mechanical; They have the power to arouse people’s emotions. Each brand is known to its consumer through many communication sources. Many recognize a brand by its logo, others remember it with the brand’s characteristic tune. We’re all familiar with tunes like ‘Now You Are Talking’, ‘What a Wonderful World’ and ‘Everywhere You Go’. All of these sources of brand uniqueness serve as brand cues that grab the attention of target consumers in motion. Effective branding is the process of executing all signals in such a way that no one misses the signal you intend to convey in the correct language. Every day, everywhere we are communicating our own brand.

These communication cues, when selected by stakeholders, drive them closer or drive them away. Through brand signals, efforts should be made to ensure that desired expectations are met. Brand attitude, internal brand behaviors, logo, color, dress style, office location, and interiors are all vital ingredients that will expose the meaning of each brand signal to stakeholders. Brand cues are substantive cues (sight, sound, touch, taste, smell, or action) that overtly associate the brand with certain behaviors. These multi-sensory cues provide the clues necessary for consumers to understand at a deeper level the meaning that lies beneath the surface.

The bond between the consumer and the brand can be negatively affected if the aura that spreads is one of unnecessary arrogance, a lack of concern or a search for the “ego trip”. What are the actions that your brand usually takes when your brand has a problem with the failure of the service? Does your brand care what happens to your brand stakeholders? Do they have to declare to receive the proper services after making the payment? These, among others, make up the signals that will affect the signal and perception of your brand within your brand community and beyond. Let me wrap this up with a definition of what a brand is as expressed by the signature black coffee that says, “A brand is an experience that lives at the intersection of promise and expectation.” What do you think?

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