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What's Your Bumper Sticker? Wearing the brand

words in mouth

I was looking for a silver lining to sitting in traffic the other day when I noticed some entertaining reading material at my disposal. Not a book. Not a text on the phone (bad, very bad). Nope, it was a moving—well barely moving—storyboard: The car ahead of me had a litany of bumper sticker messages. Pro Hillary. Anti NRA. Pro dog rescue. With just a tiny bit of real estate and a few messages I was able to discern what the driver was about. I got an experience of her personal brand.

Similarly, your company’s brand is the impression your business makes at every instance where it interfaces with the public. You build a brand persona with each encounter. You prepare your audience to anticipate the experience of doing business with your organization.

The more authentic and consistent you are at every touch point, the more you clarify your brand experience and build expectation. Your prospect feels that they are dealing with someone they know, an acquaintance, a familiar face. You save all that awkward getting-to-know-you part.

By being out front with your brand personality, you help customers self-select. You have shown them not only your products and services but also how you do it—what it feels like to be your customer. Those who are not a good match will move on—saving both of you time and money. The people who like the experience and want to do business with you are already engaged and ready to play.

So, be aware of what’s on your bumper—what message you put forth with each interaction between potential customer and your brand. Make sure you are wearing the brand well. Check regularly to be sure it is consistent and congruent with the real value your brand provides. Honk if your brand shines!


What you overlook is hurting your brand. Your BIP Score™ opens your eyes to opportunities to elevate your brand.

How valuable would it be like to pinpoint easy to implement changes that would immediately elevate your brand?

ALLE has launched a new program that scores your Brand Improvement Potential.

BIP ScoreThe BIP Score examines 5 critical areas where your brand meets your public. The executive summary pinpoints actions that can be implemented immediately to strengthen the brand experience.

It is ideal for businesses that have grown organically or companies who have evolved through mergers and need to clarify the brand image.

Email to learn more about the program and whether it is right for your business.

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Next Issue:

Brand Aid: 10 Tips to elevate your brand NOW

ALLE is a catalyst inspiring leaders to elevate their brand.

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