When there’s a disconnect between the promise of your brand and the delivery of it … you’ve got a problem. It’s called brand gap.
It’s a problem that requires your attention, because expectations can work for you – and against you. If you try out a new restaurant with no preconceptions about it and have a so-so meal, you might just chalk it up to an off-night. If you try out a restaurant that’s been highly touted and have that same so-so meal, chances are you’re going to feel disappointed. Maybe even a little hoodwinked.
Brand builds expectations. What it can’t do is make your company, your product, your service, or your people live up to them.
Discovering and managing your brand is a collaborative process between your branding team and those in your company you’ve tasked with this important mission.
Living the brand is an ongoing day-in and day-out effort that requires the buy-in and commitment of every member of your organization. While much of the brand decision-making may happen top-down, keep in mind that everything that supports the brand is also going to have to happen bottom-up.
In other words, it truly takes a village to build a brand … and to zealously guard that brand gap.
Posted by Nora Minor
