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Is your company's messaging an "anchor" weighing you down?

Name: Is your company's messaging an "anchor" weighing you down?
Uploaded: 2020-11-08T21:38:09+00:00
Duration: 22 s
Channel: Bob London
Description: In this brief interview segment, Bob London and Speaker A discuss how a company's messaging can act as an unseen, heavy anchor that drags the…

8 Nov 2020 · 0 min

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In this brief interview segment, Bob London and Speaker A discuss how a company's messaging can act as an unseen, heavy anchor that drags the organization down if it’s outdated or misaligned. They emphasize that branding is often misunderstood; it is not merely a logo exercise but a comprehensive brand strategy encompassing thousands of touchpoints that shape constituent impressions, word‑of‑mouth, and complaints. The conversation clarifies the distinction between visual design elements (like logos) and the broader, experience‑driven brand perception that emerges from cumulative interactions.

Honestly, I wish, I wish it didn't take as long as it was. You know, I think it was branding and messaging is one of those things that it's easy to not do because nothing's going to fall apart if you don't change it. But it's an anchor that you're dragging that you don't realize how heavy it is.
That's a great way to say it. In my view, there are a lot of misperceptions about brand. I appreciated that you had that distinction already, that this is not a logo exercise, because the logo is important. It could be an anchor in some ways. It could be uninspiring, but, but that's not what we were talking about. We started talking about the things you just elaborated on. I think there is a lot of confusion about brand strategy, which is the thing that sort of, if we add up all the experiences that our constituents have with us, you know, 1,000 touchpoints we have with them, what's their impression of us? What do they tell other people when we're not around? Or what do they complain about when we're not around? That's really more of the brand instead of sort of the design. Is that the distinction you share as well?
Absolutely.