Setting aside your political preferences for a moment, take a look at these presidential candidate logos – what is your reaction to each? What did the presidential candidates consider when deciding on logo design? Do the colors appeal to you? Does the shape communicate something to you beyond the words? What does the logo say about each candidate? Are these compelling, potentially quickly conceived, out of style, or confusing? Or riveting, trendy, forward looking, visionary, and clear? What is your perception of each candidate based on these logos? Which do you think came first: the logo or the campaign? Does timing matter when the logo is produced, given that a logo is meant to plant in our minds the intended perceptions — all the qualities the candidate represents when seen?
In our line of work, when it comes to making the intended impression, timing matters. At Parketing, we create digital signage networks for professional buildings that enhance communication between tenants and management at multiple points during their work day. Too often, we see that equipment choices come before content, or even communication strategy. The first thing anyone making a decision about any type of communication should ask is, “What is valuable to my customer (whether that customer is a voter, potential customers, stake holders, or even office tenants)?” Second: “How do I want my brand to be perceived?” Once you’ve clearly determined what you need to communicate, and how you want it to be perceived, the rest falls into place. Without asking these simple questions, there are just way too many equipment options and potential missteps when making equipment decisions. For example, if information and access to services is important to your customers, your message strategy will be very different than if entertainment is what your customers want. In the digital signage world, that will dictate the equipment and software decisions. Your hardware and software options narrow the more clear you are about what you want your network to achieve. Otherwise, it’s expensive to buy the equipment then decide it needs to “do something” that had not been in the initial plan. You could potentially buy equipment that does not allow what you want to do with the system. By then, you’ve wasted your money or limited your options of what you can communicate. Lost time or lost money, just by making a poor timing choice. Also, if you represent a premium brand, the least expensive equipment is most likely not for you from a visual and capabilities standpoint.
When planning a digital signage network, there are many other considerations (budget, connectivity, and usage are just a few) but laying the proper ground work up front is key to success.
Perception is reality – when it comes to digital networks, making the right decision at the right time impacts how is your brand perceived?