Brand as Performance Art

I believe every brand is personal. Not necessarily the brand owner or creator, but the brand perception: What we each think of, feel or experience every time we encounter a brand we recognize. What drives our perceptions are the interactions we have with the brand and how that brand has "acted" in our personal view.

This is a critical lesson for companies and individuals alike. It has never been more important for us to understand that how we present our brands to the marketplace is as much a performance as it is an activity or promotion. Thus, you should think of your brand in terms of performance art.

Whether you are an executive with a large corporation or a sole proprietor of a small accounting practice, this lesson is one of the most important you can ever learn. Think back to the last meeting you had with a customer, client or fellow employee. How did you "perform?" Were you presenting the standard company line, highly professional and competent, or were you GREAT!! and left your audience wanting to experience more? What you just did was present your "brand." If you were talking for the company, did your presentation match the companies brand? If you are a sole proprietor did your client leave with a better sense of who you are and what you're offering. Was their experience genuine?

Did you present your brand as if you were performing art? Think about it.

We all want our customers and clients to leave their meetings with us more enthusiastic and confident than when they walked in the door and our performance is a direct reflection on their perception of your brand.