Because if you don’t define yourself, someone else will.
By Sue Kirchner
In today’s crazy busy world, we are bombarded with information. To create some semblance of control over the information we receive, we need to sort and file the information in our brain in a way that helps us retrieve it. But everyone has a different filing system. Just look at the desks around you. Everyone sorts and stores their information a little differently based on how it makes sense to them. The same thing happens in our brains.
When you meet someone, your brain creates a way to file the information. Their name, what they look like, what they were wearing, where you met them, information they shared with you – hobbies, kids, interests, etc. – and how you felt talking with them. “She was funny.” “He was easy to talk to.” All of this adds up into an impression that your brain stores for future use.
The same thing happens when people interact with a company. Companies with a strong brand make it easy for their prospects and customers to file or slot them under certain attributes. They do that by clearly telling them what they do, who they do it for, and why they offer them the most value.
But, if your company doesn’t clearly articulate what it stands for, the person still needs a way to slot you in their brain. To file away your brand for future recall. So, if you don’t tell them how to remember you, they will make something up based on what they heard, saw, or experienced. And, that may not be the brand perception you want. It may not be bad, but it may not be the whole picture. Or, it might be wrong.
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