Your Brand’s Anatomy
Let’s imagine your brand is a person, and examine the three levels
you will be introduced to and associated with them
Sensory
When you meet a new person you create an impression about them based on what you can judge with your senses
External
You interact with them and the way they interact back with you either will enforce your initial impression or will confuse it, and that will lead to creating a second impression
Internal
You learn more about them and you start to learn about their values and beliefs and that will also either enforce your second impression or will confuse it even more.
The harmony among these three layers of your brand will help you create a consistent image in the minds of the people your brand touches.
Your brand will be created in the minds of the people interacting with it, it is your job to make all three layers work harmoniously to create a consistent impression at all levels and all touch points.
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