Built on Perception: Critical Elements to Create the Right Brand Interaction
Have you ever wondered why product photos are presented in so many different ways? For example, the Banana Republic website offers a more dynamic approach than the photos presented in J.Crew. It’s not just the dimensions and order, but the texture, color grading, angles, and overall feeling that make the difference. When designing a brand identity, many agencies and brands reach the “idealization” stage of how a brand should interact with consumers. But when it comes to execution, the output often falls flat. Branding is the art of making the extraordinary stand out, and that must be reflected in its execution. If a brand identity is extraordinary, but its execution follows the crowd, the brand risks becoming just another tree in the forest.
The way a brand smells, talks, looks, feels, and even tastes—all of these elements must convey its identity. This needs to be reflected in its fonts, colors, product photos, customer service, and content. Brand execution is intricate and essential for growth. The real challenge lies in executing accordingly, to ensure what was envisioned becomes a reality. Let’s dive into how to ensure your brand’s perception matches its execution.
Every brand deliver with execution and this are critical elements to build on perception
1. Perception Through Visuals
Visuals are often underestimated in branding, yet they play a significant role in how people perceive your brand. The way your products are photographed, the color choices, the layout of your website—all contribute to your brand’s identity. Take Lululemon, for example. Their product photography is clean, minimalistic, and full of energy, reflecting their ethos of active living and mindfulness. Or consider how Thursday Boots presents its products—polished, detailed, and rugged, creating a sense of durability and sophistication. Strong visuals reinforce your brand’s identity, so ensure that your imagery aligns with what your brand stands for.
2. Brand Consistency through a network
Each time your customer interacts with your brand, whether through an ad, on your website, or in a store, that experience should feel seamless and unified. Red Bull, for instance, has mastered the art of brand consistency. Every touchpoint, from its energy drink cans to its extreme sports sponsorships, conveys the same high-energy, adrenaline-pumping identity. This cohesion creates trust and helps build a solid brand image. The consistency of a brand is many times reflected in its collaborations, ambassadors, affiliates, its content creators. Do they talk and manage like your brand? Do they add value and nuances to your message? Do the improve your customer experience? Do they make part of the system you want to build?
3. The Role of Product Photography
Product photography is one of the most immediate ways people engage with your brand. It’s not just about showing the product—it’s about how you make people feel about it. Koio Shoes is amazing!! They started basically with one model and build a whole experience based on their swatches. The key? They masterfully built a visual representation of craftsmanship with modern minimalism in their product photography. Their images highlight the sleek design and attention to detail, reinforcing the luxury of their footwear. Thoughtful photography can evoke emotions and build trust, and respond to the consumer: Why should we pay the premium?. Make sure your product photos are in sync with the emotions you want your brand to convey.
On the other hand, Zara and H&M are great examples of the growing Fast Fashion Industry. Without sacrificing quality, Zara often opts for a clean, straightforward approach, with sharp product shots, simple backgrounds, and a focus on the practicality of the items, while still keeping an air of modernity and style. H&M, meanwhile, uses diverse models and dynamic poses, capturing a more inclusive, everyday feeling to resonate with a wide range of customers. This highlights how fast fashion brands use photography to communicate accessibility, versatility, and trends.
Zara Product Photography
BR Product Photography
4. Brands Have a Sound.
Have you heard the Geico voice? Just the voice—its accent, its rhythm, its notes. It’s instantly recognizable, isn’t it?. Or take McDonald’s iconic jingle, “Ba da ba ba ba, I’m lovin’ it.” These sounds aren’t just catchy—they’ve become part of the brand’s identity, as memorable as the logo or tagline. But have you ever thought about the sounds of your own products or services? What would it sound like if your brand could literally talk? What if your product or service had a signature sound that customers could instantly recognize? A brand’s sound and voice can go far beyond a catchy jingle or tagline—it can become a powerful tool to stay lodged in customers’ minds.
McDonalds Iconic Jingle
5. Brands Smell.
This may sound unconventional, but smell and taste can be powerful tools in branding. Realtors often prepare open houses with cinnamon notes to create a homey atmosphere. Abercrombie & Fitch’s signature scent has become synonymous with its store experience, creating an instant connection whether customers realize it or not; and Starbucks relies on the comforting aroma of freshly brewed coffee to offer a consistent sensory experience. If your brand deals with physical spaces or products, think about how you can use smell or even taste to build an emotional connection.
6. Aligning Digital and Physical Experiences
Here is the reality: digital and physical experiences must be aligned.
Apple is a great example, a master of experience integration. The clean and intuitive design of their website reflects the in-store experience. Their seamless integration between online shopping and physical retail has strengthened their brand’s perception as innovative and user-friendly. Let’s think about the furniture industry, they have faced the challenge of translating their physical stores into digital experiences and keep their brand authenticity.
7. Your Customer Service talks your consumer language.
You are in a website and the CRM triggers a response, the copy follows a consistent grammar and style, speaking to you in a language you understand. Or you call Charles Schwab, which positions itself as an accessible financial service provider, and backs that up with human-centered customer service. Whether you’re speaking to a representative or chatting online, the tone remains helpful, approachable, and trustworthy (their brand voice). A brand perception extends far beyond marketing—it’s how your brand treats people, too.
These virtual interactions go from scripts to titles and product descriptions. The brand adapts itself to a slang, to certain ways, to certain manners. Alignment comes by talking the same language as your client. Yes your brand has a voice, but it also has a slang.
The words, the slang could be adapted to your audience. By talking their way, you'll build better alignment
Brands smell, Brands talk, Brands move in a certain way, Brands colorize the world. Brands utilize all the sensorial human capacity to be remembered. The correct execution delivers results. While thinking about the brand identity, any agency, any company should consider the execution plan. How feasible is the delivery? How will the final delivery reflect the idea? The richer the execution, the higher the chances of having a memorable brand that will stay in your consumers’ minds. Remember this: Brands are built on execution.
