Is Your Brand A Monologue Or A Dialogue?

Gods cease to exist when no one talks about them. Is anyone talking about your brand? Or is it, too, heading to the morgue?

Image by Mackenzie Freemire

One of the most interesting things about branding is how it’s unconsciously woven into our shared experiences. Notice the people, places, and things that you come in contact with. How we interact with them is implicitly tied to the meaning we believe they carry. 

A morning routine starting with a specific brand of toothpaste, followed by an earthly-scented shampoo, an Arabian coffee, and an Italian slip-on shoe, one of which you forgot to replenish, and now you kick off your day on the wrong foot and an awful mood. A person you’re introduced to, in a freshly pressed suit, wagging his tongue in jargon that only a boardroom would be proud of. A sports car, parked between two lots. A colleague’s body odour reminds you of a nostalgic summer. 

In their quest for understanding, our minds rely on context from our lived experience when associating what we sense with meaning. These contexts, whether it's the satisfaction of quenching your thirst with a drink or the emo…