In this episode of The Briefcase, Ric Tyler and Social Media/Digital Specialist Mark Parent recount a memorable branding exercise that reveals how employees and customers can perceive the same brand differently. The activity asks participants to personify their company using analogies like “What kind of car would your brand drive?” or “Which superhero would it be?” The goal is to shape a brand’s internal identity in fun, familiar terms and uncover mismatches in perception that can create tone-deaf messaging or missed opportunities in customer engagement. This tool is simple and eye-opening for any team trying to better connect with the people they serve.

You’ll learn:

– Brand Personification: Using metaphors to clarify internal understanding of your company’s identity.

– Audience Perception: Revealing how your customers may see your brand differently compared to your team.

– Internal Alignment: Why internal brand clarity is critical to external communication success.

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