Visiting Rome during my semester abroad was an unforgettable and impactful experience. The moments I spent in front of and within the Pantheon, the most preserved and influential building of ancient Rome, enter my mind as I process what I am learning in my new position at Multimedia Marketing Group.
The photo of my friends and I from my trip shown to the left demonstrates the size and strength of a single Pantheon pillar. Thinking back, it is clear that if just one ancient Roman pillar with a circumference longer than four of my own wingspans, was to crack, it would have a profound effect on the other supports around it. Differentiation, Relevance, Esteem, and Understanding, just like the sixteen pillars supporting the portico of the Pantheon, are vital pieces to the success and stability of the whole, the whole being a business’s brand. In both instances, the literal case and the metaphorical case, the Pillars must exist in unison and balance is key. I had some photoshop fun and created the Brand Pantheon illustrating this concept above.
When considered carefully, the pillars can elevate a company to a much higher level. The Four Pillars of Brand work together to support and consequently achieve objectives and growth that a product or service offered alone could not. Successful branding and resulting brand love and loyalty are the reasons why some companies thrive while others are stagnant.
The catch is that each individual in the marketplace has their own unique perception. Your brand then is not really yours, instead, it belongs to the public, your clients, employees, competitors, even friends, and family. Their perception is formed by a myriad of influences including their past experiences with your company specifically or perhaps what Terry Irwin describes as the “collective brain”.
The “collective brain” has been brought about by the constant feed of critiquing, praising and sharing that occurs on the internet, especially on social media sites. Brands do not just exist in the consumer’s mind anymore, they are alive through technology. The collective brain with its undeniable influence can help or hurt your company. Consumers do not even need to have a direct experience with your brand to have informed perceptions of it. Leveraging your brand’s image with multimedia content and balancing the Four Pillars in a way that resonates with your audience is vital to success. Publishing your own original, high-quality content can impact perceptions tremendously allowing your brand to cut through the noise and one-up its competitors.
“Rome was not built in a day and neither was your brand.” Follow my postings as I explore the concept of Brand deeper as the New Project Coordinator at Multimedia Marketing Group.
New Project Coordinator
Andrea is passionate about serving organizations through the communication, creation and integration of customized marketing solutions.