What is it that causes us to form opinions so quickly, and then stick to them so doggedly, even in the face of seemingly contradictory evidence that can arise over time?
When we come across something new, whether it’s a place, a person, a food, or anything else unfamiliar we immediately scan our brains for references to compare, contrast, and judge what’s in front of us.
Is it friend or foe? Healthy or poisonous? Safe or dangerous?
We try to make sense of what’s going on by referencing previous experiences and memories in order to better categorize this new experience.
The more references we have to support, the stronger we cling to our opinions.
It’s for this reason that businesses need to understand the message their brand is communicating.
Everything a company does communicates something to its customers. From its logo to its attitude, its culture to its location, and even the company dress code (or lack there of).
It pays to be cognizant of the references your customers may have when designing your marketing.
It’s one thing to be aware of all of these things and still choose to do things differently, blaze a new trail, lead by example, and start a movement.
It’s another entirely to pretend that references don’t exist.