Reilly Newman | The difficult thing about brand is that it is derived from perception.
A perception that you aren’t trying to force onto your audience, but help them come to a desired perception of your business. Because like it or not, that perception is subjective and dependent on the individual and it all comes down to their frame of reference.
For example: Let’s say you’re flying in an airplane with a medium sized ball in your hands.
1. From your frame of reference, this ball is a few feet off the ground and sitting in front of you as you cruise smoothly to your destination.
2. Now let’s say I’m on the ground as you fly over. My frame of reference to the ball is a very different story. To me, this ball is very far away, looks extremely small, and is moving at a rapid (unknown) speed as it shoots across the sky.
3. Let’s add the pilot’s frame of reference based on their knowledge. To them, the ball is about 40,000 feet off the ground, visually slightly smaller due to their distance from you in the cabin, and is moving at 500mph.
Just based on a toy ball, we have gathered three different frame of references that are altered by their physical point of view as well as their knowledge about the situation. This is crucial to keep in mind since our frame of reference, and that of others, can be warped based on not just where they are coming from, but also what knowledge they have or lack.
As you can imagine these frame of references can be applied to many things outside of business because of its root in a point of view. The frame of reference takes into consideration several axis to determine the movement of the ball. Beyond the physical, our minds take into several considerations of mental axis based on our knowledge, experience, and assumptions. Similar to a background or filter we place in front and behind a subject, these alter our perceptions.
How does this apply to your business?
When you consider the frame of reference of your audience, it changes the way you view your business. It also give you immense insight into how they might see your business, your actions, and your reputation. As you may have already guessed, this frame of reference lays the foundation of your brand.
Their perception of your business, your brand in their mind’s eye.
Here’s a visual representation of how a frame of reference can alter the subject within the frame. The focus becomes warped by that which surrounds it changing the way it is perceived.
Now imagine your business as that grey square. The grey looks different depending on whether you see it against a black background or a white one. As you see, it is now subject to the cast around it – provided by the frame of reference. For better or for worse.
Your audience has their perspective. They have a point of view, biases, pains, and aspirations. Yes, you can’t accommodate for everyone. But that’s the point of brand. To focus on a smaller set and accommodate for most of them in order to better connect and resonate with them. To be the thing that just “gets them” and is there for them to remedy their pain or support their aspiration. This is how you’ll encourage the creation of an effective brand for your audience.
Yes, it is difficult and frustrating at times to have your business at the mercy of your audience and their perceptions. However, it will further push you to have empathy and truly focus your business to provide further value for your people. A perfect matchmaking of your business and ones who have the right frame of reference that aligns with your efforts and vision so you can create a community together. As a matter of fact, you’re creating the business together. Without them, you’d have no business.
Their perception is invaluable and should mean everything to your business, because it is everything to your brand.
