The perception of one’s brand is an aggregation of every single interaction with that brand. Yet in my experience, brand owners don’t focus enough attention on the little things. The many micro-interactions that reinforce or change perceptions. Here is a nice example of what I mean by the little things. Before Google, Sun Microsystems occupied the building I work in. Some remnants of Sun’s stay remain. Here is the same message communicated from Sun, and from Google.
What does this say about each brand? What perceptions does it reinforce or change?
Often a cumulation of micro-interactions can have a much greater impact than any expensive TV commercial.
on May 25th, 2009 at 1:44 pm
Do you think that these sort of internal communications often represent the true company culture and ethos better than external-facing marketing and communications (which are sometime more about how companies want to be perceived)? I suspect many companies don’t even think about internal communications as contributing to their “brand”.