One thing I learned from my days in traditional advertising is that a brand doesn't exist on shelves—it exists in the hearts and minds of people. Your brand is the sum total of perceptions about your product in the heads of your relevant audience. If that's true, then online media are the most important place for your brand image to be established, defended and grown. This is where your offering comes face-to-face with your audience and where its responses can be measured, shaped and—if need be—countered in real time. This is where perceptions can be built, person by person.
Tag: traditional advertising
Back when the first towns were so small that every resident and half the itinerant traders passing through were on a first-name basis, advertising a professional service meant little more than walking into the village pub and introducing yourself to the innkeeper. Chances are, you would have gotten to the next stage--in part because you were the only lawyer, accountant or land surveyor in town. These days few potential buyers will even take a meeting unless you've found a way to tell them who you are before you walk in the door. Which means something has to open that door for you. Then and only then can your professionalism, empathy, experience and ability to demonstrate a clear value proposition come into play. That's why I'm a big believer in advertising.