Your brand is always on
– whether you like it or not

Open door 1: You can’t not communicate

Everything you do – or don’t do – communicates. Whether through words, a gesture, clothing, or behavior. Look at Trump’s inauguration: every statement, hat, glance or handshake was picked out and interpreted. Logical too. Everything takes on meaning, especially if it takes place in the public sphere. Even if you think you are not communicating, you are.

People automatically form an image of you. Whether that image is correct or not is irrelevant – perception is reality. And what applies to people also applies to organizations, companies, institutions, and even countries. Everything generates associations. And at a time when every experience is shared online at lightning speed, those associations arise faster and, more importantly, louder than ever.

If you follow the definition that a brand is a ‘network of associations in people’s minds’, then basically everything is a brand. Hence, the rise of personal branding: strategically building your own personal brand. The question then is: does the image others have of you match who you really are? And how do you actively steer that image, in a credible way?

Open door 2: There is no separate online and offline world

When the digital domain was just making its appearance, it was still a separate phenomenon. A “different” world, with its own rules, codes of conduct, and rattling modem. By now, that idea is completely outdated. Online and offline merge seamlessly – we live in one integrated world where everything influences and reinforces each other.

That social and digital revolution is far from over. In that world, brands can no longer be seen as communication departments or logos, but as total experiences. Every impression counts, every contact moment contributes to the brand image – whether through a billboard, help desk, app, employee, or social post.

The real challenge: directing and integrating

When everything is a brand, and you are always communicating – consciously or unconsciously – in a fully connected world, how do you make sure your brand is moving in the right direction?

The key is in directing and thinking integrally. Because, of course, you influence how you are perceived – thankfully. But that requires conscious choices: which associations do you want to evoke, and how do you ensure that all your expressions contribute to that?

This means looking integrally at your brand and all communications around it. Whether it is marketing or corporate communication, sales or employer branding, internal or external, for the recipient, it is all one. Everything you say and do feeds the brand image. Maybe the goals vary by channel or campaign, but the impact on your brand is always there.

That’s why it’s best to break down those silos altogether. And work from a coherent vision of your branding, your communication, AND your technology. Make sure those three reinforce each other instead of getting in the way. That is exactly how we work as an agency at TD. With strategic creativity as our starting point, we combine brand strategy, communication, and technology in multidisciplinary teams. No loose threads, but one integrated approach. Because this is the only way for you as a client to really get a grip on your brand – and to fully utilize its potential.