Brand Image is in the eye of the Beholder.

Can’t help it, the Macklemore-Ryan Lewis tune “Thrift Shop” is one of my jams. Fun, catchy and it makes a pretty keen observation on marketing to our consumer culture:

$50 for a t-shirt? I call that getting swindled and pimped. I call that getting tricked by a business.” Cracks me up since while I’d never pay that much for a tee just because it has Brand X on it, I’d be happy to get it for $14.

How did I not know about this?!

I’m a diehard clearance rack shopper at Macy’s, happy to peruse Marshall’s and TJMaxx for deals and bargains. One store that I’d never considered was ROSS.

Maybe it was the signage, maybe the “Dress for Less” tagline; can’t say I’d ever paid attention to their ads. But whatever it was, the image I had for ROSS made me think it wasn’t for me. OMG was I wrong.

ROSS has cute stuff! It’s not wall-to-wall designer, but I’ve found some nice dresses, bought cute gifts and housewares. Scored Michael Kors shoes! Told a friend about my ‘new’ store and she was like, ‘been going for years.’ I was like, ‘so you’ve been holding out on me then?!’

I’m paying attention to the ads and wow, is the marketing off brand. Is it that they’re going only for the bargain shopper? The lower end? Is that why the marketing seems to ‘miss’ the middle, and high? Whatever the reason, they need a rebrand.

Image is Everything

Think what your marketing, your communications say about your organization, your small business.

  • Are you going for ‘value’ but landing on ‘cheap’? Details matter. If you’re courting the high-end market, you won’t you convey ‘gotta have it at any price luxury’ when you use cut-rate photography, design, printing, ‘buy now’ hard sell.
  • If you talk ‘customer service‘ as a cornerstone of your brand, then relegate it to a subset of sales, it’s just a setup for crappy service. Call center ‘support’ staffed with nothing more than a script and no empowerment in the company only hurts your reputation – and drives customers to someone who does it better.

Close your eyes. Picture what you want customers to see, what you think they see when they hear your name.

Take a hard, honest Kitchen Nightmare Meltdown look: Your website. Your brochures and ads. The stories you tell. The lobby the greats guests, your showroom floor. The photos you splash on Facebook and Pinterest.

There’s a reason global companies like Apple, Disney, Coke know from reputation and PR, service and image; the details represent what they need them to. These things are all part of your brand – and they communicate your company’s brand image.

If you’re telling the wrong stories, building the wrong image in the eyes of your stakeholders – I can help you create the right one.

Ever been pleasantly surprised or galactically disappointed by a brand experience that was completely off? Tell me.

Photo credit: Bluntcards also crack me up.

Want More? Keep Reading.

2 thoughts on “Brand Image is in the eye of the Beholder.

  1. I had a similar experience with ROSS thinking that it wasn’t for me because their signage and brand did not feel like it was targeted! Thank you for sharing.

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