Shaping Your Brand

Whether you are selling soap or delivering early childhood services, your brand, the reputation associated with your name, influences how people perceive what you have to offer.  As this excerpt from the online article, "How Do You Turn Pixels Into A Full-Blown Brand Experience?", we no longer control how a brand is perceived by the messages we send out; it is shaped by customers' reactions and how these reactions are shared in cyberspace:

"Think about the relationship between a person and a brand as a conversation: Traditionally, the brand would speak from the company outward.  Brands used to be a broadcast voice, unidirectional, with specific messages and mediums over which those messages were delivered.

"Now, brands are involved in conversations that are ongoing and require reaction.  And designers must become comfortable with designing for a world in which these interactions spread across time and modality.  Those traditionally involved with the development of brands have also become familiar with the idea of a brand as an expression that runs across many different channels of communication and can manifest itself in many different forms.  It is how all of these are perceived together that creates the voice, tone, and personality of a brand, and that helps to create meaning for the brand."

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