There is always more than one dimension to what a customer experiences. Take for example a website you visit — first there are the words and images that you see — and then there is what you perceive beyond this. in effective websites, that motivate you to take action, return for more and give you a sense of belonging, these multi-dimensions are congruent. The essence of the brand and the knowledge that is presented are aligned with the values, the personality and the ‘inner’ profile of the brand.
An excellent reference work to support you to get clear about the ‘brand within’ is The Hero and The Outlaw by Margaret Mark and Carol Pearson. This inspiring book gives a very powerful roadmap to building extraordinary brands through the power of archetypes – the mythical and cultural symbols and images that drive ongoing meaning and actions in our lives. Some well known brands ‘get it’ more than others… for example Apple’s logo – the apple with a bite out of it harks all the way back to the Garden of Eden – the archetype that Apple continues to express – the Rebel. Nike = the Hero, Victoria’s Secret = the Lover, Amex = the Ruler.
What stories define your business? What archetype are you living out? How could you be more congruent with this?