Brand preception vs marketing reality
By: Bo McDonald
Most of our clients are from the financial industry. But I often hire team members from outside of the business. Why? Because they bring a fresh perspective that helps keep our message in check.
Last week I turned a job over to our project manager Sarah. “This is a bunch of industry lingo” she said, with no idea what I was trying to say. And she was 100% correct. Just taking a look at the marketing out there, I’d say others feel the same way.
I was reminded of a quote from the book Story by Jim Brown: “I’m not interested in trying to work on people’s perceptions. I am who I am, and if you don’t take the time to learn about that, then your perception is going to be your problem.”
Correct, perception is not reality. Reality is reality. But Jim is deluded if he thinks that people are going to take the time to learn the facts about him. They won’t in a day when time is a scarce commodity.
As marketers, we work hard to persuade people with all of the facts, data, specs, studies, etc. But in the heat of the moment as we spout off our talking points, we miss the big picture. We should work to understand and appeal to people’s truth. That’s because perception conditions their sensibilities and subsequent actions.
Why would someone turn to you for a car loan? Because your credit union gives better service? Because your community bank has been around for fifty years? No. That particular consumer needs a car. Once they decide on a loan, your brand will be chosen (or not) based on price, convenience, or relationship.
Most of our clients can’t compete on price nor can they compete on convenience. So what’s left? Relationships. That’s the passion of my team at your marketing co. We love digging in to your brand. We want to work with your team to develop a unique story that will find a place in the hearts and wallets of consumers.
“Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.” ― Howard Schultz
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