Kinesthesia of brands
In a class of Communication transmission taught that communication between people is through the senses, especially sight and hearing. Thus we find that people can communicate in three different ways: visual, kinesthetic and auditory. The latter is a compendium of every way open to communication.
Usually people tend to have one or two forms of communication (visual and auditory or visual and kinesthetic or auditory and kinesthetic) will always exist a predominance of one of the three ways to communicate over the other two. That is due to several factors such as our propensity to images, sounds, textures, etc.. a summary of all stimuli that we have grown and developed over our life. A clear example can be seen in the expressions of our faith through our communication.The embrace of a friend, to remember with images, to know who said what but not remember his name, to discern whether it was day or smelled flowers.
I hope to see a development of the brands exaustivo talking how you talk to a customer, employee, shareholder, supplier, etc.. and me to stay with a single message "Hey cool (I like) my brand" and not always with the message of "man, you're splashing again when meas".
He says companies are like people, and that their brands are like our own names. If a person has 3 forms of social media, companies need to have, through their respective brands, many forms of communication are linked to its corporate culture and its special identity. However, if you do this exercise (visual, auditory and kinesthetic) we see brands that communicate (almost like people) through these three forms. Given these premises, marketing development and has no place in this type of communications:
- Visual: TV advertising, brochures, banners, etc.
- Auditory: radio advertising, interviews, music and more.
- Kinesthetic: odors, product testing, packaging, etc..
There are auditory and kinesthetic visual companies, can we do this exercise discovering how they communicate these 9 brands?
If the company has many stakeholders, all these elements that marketing has developed efficiently target only one: the consumer or end user. We need to do the exercise of this type of communication with other stakeholders (employees, suppliers, journalists, shareholders, society, etc..). But marketing can not enter these areas as it only runs on the product or service, how to perform sensory marketing actions (or kinesthetic communication) to employees without the HR director is uncomfortable? This example can be multiplied to all communication working areas of the various stakeholders that the company has.
From an outside perspective to the company, the brand is communicated very well (visual, auditory or kinesthetic) to its customers, but the company's reputation is extracted not only from customers, more is needed to improve and not fall blind into the trap of "Home of the shoemaker's stick."
Brands talk about how a society behaves and reflect all enrollees within it. An employee may be a shareholder and client at the same time, yet do not have a kind of internal conflict about the brand - that you like, where you work and where you invest, you talk about three completely different ways? Making a comparison with a person your partner would like to work in the same company and also has helped you with your mortgage loan. Who do you talk to the end of the day? Or to start the day? What do you mean when you are at work and do not have cash you listen to this weekend? the situation is very complex from the point of view of trust (with your partner or colleague not talking about the same thing with your girlfriend or your lender) however, people can talk to the other being what they are (either your partner, your parents, your employees, etc.) and this is due to a differential identity: to what you sincerely. If this example applies to companies, brands speak to everyone, not just a few, talk about how brands are, in essence, how to look at life and how things make for themselves and for others.
Times where brands have to convey much more than they have to transmit values and what are its employees, shareholders, suppliers, customers, etc.. Only with that essence may unify communication silos and existing companies will become increasingly smaller.
Kinesthesia of brands makes its stakeholders to embrace and understand the Poque of their behavior in various situations. This field of academics is very effective but not efficient in practical How to know if a company talk (communicate) in a visual, auditory or kienstésica to its stakeholders? and once this is known who is responsible for all types of communication (visaules, auditory or kinesthetic) to all stakeholders? This last question is simple, the answer: Director of Communication or DIRCOM. However, when a new DIRCOM the company is a peculiar phenomenon: the tiger piss. Each director who is responsible for a company looking to leave his own label (or pee) in the terrain where you are. Thus, the history of actions taken by his predecessor are reduced to a reporting of communication status of the company. From then on all communication will be the smell of the tiger again, means that you will have a bias in the type of communication with the new director handles better (visual, auditory or kinesthetic) and stakeholders begin see the new changes in the brand communication.
I'll take three very important conclusions,
- The tour of the marks must be born from the differential identity and be reflected in the company's reputation.
- If brands are like people, they should reflect those who are sincerely and not have different speeches for each stakeholder.
- A new Director of Communication responsibility is also an audit of what the company communication, thinking at the strategic level and not only at the tactical to see what went right or wrong in the previous period tiger.
