Contents
- The Concept of Brand Gap
- The Importance of Bridging the Brand Gap
- Strategies to Bridge the Gap
- Conclusion
The Concept of Brand Gap
The brand gap, known in English as Brand Gap, is a concept that emphasizes the existence of a gap between brand strategy and the experience that customers receive. This idea was introduced by designer and business consultant Marty Neumeier in his book published in 2003. The book quickly gained popularity due to its unique approach to understanding brands.
According to Neumeier, a brand is not merely the result of its creators’ efforts, but rather the perception of the product by consumers. If a sufficiently large number of customers form a unified impression of a brand, it can be considered a full-fledged brand. The brand gap arises when strategic planning does not align with creative approaches. For successful brand management, it is critically important that these two aspects work in synergy.
The Importance of Bridging the Brand Gap
Creativity plays a key role in establishing a connection with the target audience and in developing innovative solutions that distinguish the brand from competitors. At the same time, strategic planning ensures the consistent realization of bold ideas and the creation of a solid brand platform.
Interestingly, the very idea of a gap between the goals and values of brands and their consumers has existed before. However, it was Neumeier's concept that became foundational for numerous marketing studies and dissertations. In Russia, this concept is less known than in the USA and Europe, highlighting the need for its implementation in the practices of domestic companies.
Strategies to Bridge the Gap
To successfully bridge the gap between strategy and consumer experience, Neumeier offers several recommendations for marketers:
- Create Uniqueness: It is essential to highlight the brand's features by answering key questions: Who are you? What do you do? Why is it important?
- Implement Innovations: Innovations attract audience attention and create competitive advantages. Changes in design, such as logos, packaging, and websites, which form the first impression of the brand, are especially important.
- Build a Team: It is important to select employees in the marketing department or agency in such a way that a balance is maintained between strategists and creatives.
- Gather Feedback: Regularly obtaining opinions through focus groups and other qualitative research helps understand the brand's perception by the target audience.
- A Living Organism: The brand should be treated as a living organism that can change, yet must retain its core values.
Conclusion
Bridging the brand gap is an important task for any company seeking success in a competitive market. It is vital for strategy and creativity to work in unison, allowing the brand not only to stand out but also to maintain strong connections with customers. Marty Neumeier's approach provides useful tools and recommendations that can assist marketers and brand managers in their efforts to create a successful and sustainable brand.