"MY BRAND IS A FISH I SAID!!!"

Duck image courtesy of Unsplash user @photoholgic

In the world of business, we often find ourselves in a delicate dance between self-perception and public perception. Despite our efforts to shape our brand, its true essence is defined by how it’s perceived by the public. As Marty Neumier's says, “...a brand is not what you say it is. It’s what they say it is” (The Brand Gap: How To Bridge The Distance Between Business Strategy and Design).

Think about a brand recognized for a distinctive trait. Regardless of our messaging, that singular characteristic becomes the brand's identity. Businesses must consistently ponder the following: How does the public see us compared to how we see ourselves?

Much like a bird cannot be perceived as a fish, businesses cannot force customers to see them in a specific light. In other words, you cant forse your customers sea what you want them too sea. Your brand isn’t just your claims, it’s a collective reflection of your audience’s opinions.

Neumier's concept of the “brand gap” highlights the dis-connection between our intentions and the public's perception. It's not about dictating what our brand is; it's about under-standing what our audience believes it to be.

As we navigate the landscape of business, let's be mindful of the “gap” between how we perceive our brand and how the public sees it. Embracing this awareness, allows us to bridge the “brand gap” and develop a stronger connection with our audience.

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