The secret of the Public Image is to create the necessary stimuli so that the audience imagines, that is, it creates in its mind the figures, representations, notions, the images so that it creates and accepts the proposal that is made.
Recently, I was traveling on the road thinking about some things, life, my day, work, something that had caught my attention on the street, when I tuned into one of my favorite radio programs and it made me enter a state of comfort because it is a mixture of music that I like and jokes, a format that is very popular in today's radio genres.
As it has surely happened to some of you, I began to have a certain empathy with one of the announcers (after some time) because my idiosyncrasy largely coincides with either the projected character or the person who was speaking.
After incorporating this radio program into my life dynamics because it coincides with the time of day when I can always listen to them and empathize with the type of content, I had the idea of pretending to meet them in person.
This concern jumped to my consciousness when I heard that they made live broadcasts of the program from shopping centers in different parts of the city. That idea turned into action the day I heard they were broadcasting at a shopping mall just on the way to my house.
I did not resist anymore. The degree of empathy established up to that moment prompted me to stop because I really wanted to know the person, the face behind the voice and the attitude with which I had identified.
That is, I wanted to discover if the IMAGE that I had formed in my mind (mental image) of how the person with whom I had connected by their way of being could be, coincided with reality, if I MET MY EXPECTACTIONS or was better than what I expected.
And what do you think happened?
I was like this »: 0 («. Of all the voices that were part of the program, but mainly the one I was interested in investigating, none of them coincided with the idea and expectation that I had formed.
Whoever she had thought was dark and chubby was actually tall and white; Of whom I had thought he was young because of his jovial voice, it turns out that he was an adult of short stature, and of whom I had made the idea that he was a gallant because of his masculine voice, it turns out that he was the opposite.
My mental images did not coincide at all with reality and therefore decreased my confidence, credibility and the desire to continue listening to them.
The same thing happens precisely with the corporate image. By different means we receive verbal and non-verbal stimuli of a certain product, service, brand, person, company, institution or country, with which, necessarily, we form a mental image, that when sharing it with different people with whom we find certain coincidences becomes a PUBLIC IMAGE.
These stimuli form an illusion that we try to match our idiosyncrasies, interests, needs, expectations, desires, solve our problems or bring us something different to our lives.
Although it is true that each person interprets this illusion differently, it must first coincide with the corporate essence embodied in the reality of the company so that the mind, body and mainly the emotions of the client reduce the impact of seeing that the things are not as you had imagined and proceed to BE DISAPPOINTED.
The day I met them they did not meet most of my expectations and really, yes, I was largely disappointed.
Even today I still listen to them but I have to fight with my mind because it gets used to the idea of how I had thought of them at the beginning contrasted with the image installed in my memory of how they really are. An ordeal, because I no longer have the same desire to listen to them to make my mornings happy.
Imagine, if this happened to me with a radio program, what will happen to the clients of your company or entity who seek them to believe and trust you, from the person who is at the reception, the salespeople, the managers, the leaders down to the person on television or radio who advertises your product or service?
The public image, and specifically the corporate image, does not work only with the form or the appearance, it is a whole science that strategically designs and implements the stimuli and actions to create that idea or illusion (based on the truth), leading to characters and companies to satisfy the wishes and expectations for the total satisfaction of customers.
Remember, today the important thing is not to market or advertise, today THE IMPORTANT IS TO CONVINCE to guarantee the present and future of your company.
