Transmitted communication and perceived image

At the end of the 1960s several psychosociological studies, including some conducted by Professor Mehrabian, attempted to analyze the difference in impact between verbal and non-verbal messages. This work has demonstrated that, within the framework of a communication orally, more than 80% of information arrives through elements external to the content of the message: tone of voice, attitude, presentation, etc.

The “7% – 38% – 55% rule” was thus established which means that:

• 7% of communication it is verbal (from the meaning of words)
• 38% of communication it is vocal (intonation and sound of the voice)
• 55% of communication it is visual (facial expressions and body language).

These experiments tended to demonstrate the relative importance of verbal language, body language, and voice intonation. Although other experiments of the same type have taken place since then and Professor Mehrabian’s work is controversial due to the method used, the fact remains that oral language does not always perfectly translate (not often in fact) the complexity of our feelings. Between what is not said, what we think our interlocutor will be able to interpret (read between the lines) and all the complexity linked to our differences in character, culture and perception, a simple discussion can hide a series of misunderstandings.

Your brand image in your overall communication

If this is the case with the language you use every day, your company or organization’s communication can be led to follow the same mistakes if it is not thoughtful, perfectly targeted and adapted to the image you want to convey. Because your mouth can say “It’s okay” and your body says the opposite, you can convey an image that doesn’t match reality.

Your communication must be consistent from start to finish, internally and externally, on paper and on social networks. If you want to project the image of a welcoming, family-friendly company, make sure you are not only friendly to your customers and that your employees have the same feeling of security and comfort when they come to work on Monday morning.

Too often we dissociate external communication from internal communication, and this is a mistake. Everything must move in the same direction and at the same speed. Who you are should match your brand image. Partial communication always ends up breaking down over time, the truth always reaches us. I am for communication based on reality, real communication. As I often say, communication must first and foremost impact the person transmitting it.

There are three types of images that shape your brand image:

– The true image : what your company or organization really is, without farces, without glitter, without cute slogans, etc. Who are you really when we scrape away the veneer of communication and marketing?

– The desired image : this is the image you dream of having, the goal to achieve with your communication strategies.

– The perceived image : Your reputation or e-reputation (regarding social media and the Internet).

Work on your image intelligently

There are other areas where your communication may be biased and not be perceived as rigorously as you hoped. If you decide to export your products abroad, make sure you understand their culture, do not offend their sensibilities and always have adequate translations. In the 1970s, Braniff Airlines covered the first class seats of its planes in leather to give a more luxurious image. The American slogan will be: “Fly in Leather”. The Spanish translation for the Latin American market will be “Vuela en cuero”. If the literal translation is perfect, “en cuero” also means “naked”. Luckily no user ever showed up naked, but everyone remembered this unfortunate double meaning.

The same goes for Marketing, what you sell must correspond to your brand image. This is why Apple has never made, and certainly never will, low-cost. You may remember the Bic perfume from the late 80s. At the time, the Bic company was thriving, selling lighters and pens and doing it very well. However, when it deals with the topic of perfumes, it is a flop. At the time the bottle was sold for 18 francs, just under 3 euros, but it didn’t find its audience. At first it only aroused curiosity, some wondered what they could smell for 3 euros. The problem was primarily an image problem for the company. Bic is known for its good products, but products at low prices, while the perfume conveys an image of luxury, it must give confidence to the wearer. For Bic it was a complete failure.

Communication is not a simple subject, it is not enough to be creative or to master Photoshop or anything else. Communication is not this, or rather it is not only this. It must encompass your company, it must be known internally, your employees must know the values ​​you uphold, and it must be reflected in everything you do. Start by being real, that’s a great start!