In art school, designers are taught the Gestalt psychology principal that a whole is greater than the sum of its parts. To put the idea in layman’s terms, it means that if you put a collection of seemingly unrelated shapes in close proximity to each other, your brain will view this as a new object, a new whole, that stands independent from its component parts.
Your company has a Gestalt brand. Your business is a collection of parts, and each one of these parts plays a significant role in building your brand in a customer’s mind.
So follow through on your deadline. Meet that budget guarantee. Answer the phone with joy even though you’re having a bad day. Give away your product to win back an unsatisfied customer. These are the things that will create a better brand on a daily basis.
Remember, brands are built one person at a time. Each individual aspect of your business affects each individual customer’s perspective.
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