How we want to be seen we want

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We have already referred to communication objectives . It is not easy to match the way we are seen with the way we want to be seen. We are surely interested in knowing the general perception of our brand, but we may only be interested in acting on the perception of a small part of that generic sample: our target audience .

If we go back to Hitchcock, we are faced with a colombia email list textbook case of success. The British filmmaker worked like few others on his public image and the reward is such a powerful personal brand that he remains probably the most recognizable director in the history of cinema. At some point in his career, that personal brand reached a point where Hitchcock's image was promoted above his own films, as is evident in the official trailer for 'Psycho'.


What do we do to be seen as?
The anecdote Bogdanovich tells has a very small audience (three strangers), but it is consistent with Alfred Hitchcock's personal branding strategy. In a broad sense, we can understand a company's elevator story as everything it does, on a larger or smaller scale, to achieve its communication objectives .
It must be attractive to the ideal client, be viable and adapt to the strengths of the company and, above all, it must be long-lasting. Seeking a short-term brand positioning is impossible, since it must soak in like a fine rain. And once the brand is positioned, it is necessary to return to the clients and the market to confirm whether the path is the right one. Anything that does not respond to the deepest needs of the people and companies that can hire, is not positioning .

If we don't want to be the kind of people who walk in silence, with their eyes on the ground, perhaps we should ask ourselves this question: What is our elevator story?