Mind the Gap: Managing expectations
If you’ve ever taken The Tube, just reading that phrase recalls the robotic voice sharing motherly safety advice: Mind the Gap. The sound is so ubiquitous that it goes largely ignored by riders, except for fascinated foreigners.
Mind the Gap is also good advice for your brand. Your brand becomes such a familiar face to you that it goes largely ignored. In your mind, you remember it as it was first conceived and executed.
As your business evolves and changes, a widening chasm may develop between how your audience experiences your brand and the expectations you intended to build. You don’t notice the cobweb-enshrouded imagery. You don’t hear the stale sales presentations. You overlook the dated messaging.
One example that really brings the point home for me is the ATT message when I have to frequently reboot the DVR: Rethink Possible. This tagline was very clever and forward thinking when ATT first unveiled it—back when DVRs were cutting edge technology. Now it’s a disconnect with expectations. it’s just salt in wound when that technology fails to deliver. I am rethinking possible alternatives for service.
So it’s essential that you Mind the Gap to keep your audience engaged and your brand experience meeting—or exceeding—expectations. Examine your brand promise regularly and update messaging to keep it relevant as the business evolves.
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