Today’s marketing communications landscape is chock full of visuals, iconic imagery, messaging and mantras, all aimed at earning our trust and attention. As in all endearing relationships, however, a healthy measure of genuineness and good cheer is essential to making an impression that can last a lifetime.
We’ve discovered one thing as truth through 30 years of hands-on marketing communications – customers can’t be fooled. Consumers are smart. Customers are intuitive. And the purchasing public can smell an imposter a mile away, picking up on anomaly and inconsistency with relative and inconspicuous ease. A word to the wise for all branding and marketing aficionados.
We actually believe smart customers get their initial subconscious insights into exactly who it is you are already from their very first look into your eyes – your organization’s brand and corporate identity. Your strength, your style, your demeanor, your unique to you character, they’re all either evident – or not, in your organization’s brand image face to the public.
The next time you take that first look at an organization’s brand image or marketing campaign visuals, stop and ask yourself – “What did I think?”. You’ll be surprised at how immediate and impressionable your initial reactions were. Our respect for what really makes consumers tick runs deep. Perhaps that’s because we’re consumers too.
As renowned advertising guru, Leo Burnett, stated early in the 20th century - “If you can’t turn yourself into a customer, you probably shouldn’t be in the ad writing business at all.”
Update, Rejuvenate! It’s Never Too Late.
The reality behind a significant percentage of businesses today, is that organizations’ corporate identities and brand images were often conceived as simply an afterthought to enterprise startup. Unimaginative use of type fonts, nondescript imagery and a general lack of purposeful design litters the traditional and online identity freeways of our world.
Good news… It needn’t be so! An identity refresh is only a Q-Power consult call away. When your corporate image resonates proudly, it not only looks good on you, but more importantly, makes a positive statement to your customers. It says you’re for real – legitimate, committed, and invested in bringing the absolute best solutions, products, and services to their world.
If you can’t turn yourself into a customer, you probably shouldn’t be in the ad writing business at all.”
Advertising Executive & Founder of Leo Burnett Worldwide
When your corporate image resonates proudly, it not only looks good on you, but more importantly, it makes a positive statement to your customers.