Brand gap is a gap between brand and corporate identity, personality, image, and purpose. For developing a corporate branding core storytelling that brands can revolve around in harmony, it is essential to know the nature of these brand gaps that can create perception problems in the consumer's minds. Some companies may experience a customer perception brand gap for several reasons. It could be a sort of definition or a communication problem. Without a proper explanation of brands’ identity, image, and purpose, brand gaps will insufficiently influence and degrade marketing messages. Therefore, marketers shall define the brand gaps elements to fill them with non-contradicted and integrated storytelling messages. Sequentially, these consistent stories shall be communicated to the audience adequately to explain what it stands for.
According to the (Edelman 2017) survey, 50% of customers globally consider themselves belief-driven purchasers, and 67% purchased a brand for the first time because they agreed with its stance on a controversial matter. The study suggests that a strong brand purpose may help a firm stand out from the competition. According to the (Edelman 2020) trust barometer special study, brand trust has grown increasingly significant as a result of 74 % of a brand's impact on society; 64 % stated trust is second only to pricing, making brand trust the make-or-break difference. A powerful brand's dynamics exist precisely because it is continuously working to overcome challenges and adversaries to achieve its goal. A “purpose” does not necessarily mean that the brand must pursue an ideological quest. However, it means that brands need to position and differentiate themselves in the business and support societies and communities with a worthwhile cause. For instance, Black Lives Matter created a social reason for brands to talk about and interact with audiences to gain trust. Consumers are looking to brands to act and advocate for change in a systemic racism environment.
Brand Personality Examples - How Warby Parker Shapes its Personality With no Brand Gap?
A marvelous story shows the brand’s personality, solution, and social commitment. Warby Parker is a lifestyle brand eyewear company that offers designer eyewear at a revolutionary price. Brands’ story “to offer designer eyewear at a revolutionary price while leading the way for social businesses.” The company wants to fight market monopoly and satisfy the customers with unique designs, higher quality, and affordable prices. Brand’s purpose is a commitment to benefit society. Its website story, “One billion people worldwide lack access to glasses. Warby Parker collaborates with non-profits such as Vision Spring to ensure that one pair of glasses is given to someone in need for every pair sold.
The brand was established because one of the founders of Warby Parker lost a pair of glasses one day on a backpacking trip and waited an entire semester of graduate school to replace them because of the unreasonable cost of new ones. This bad personal experience was the driving force behind the brand. The brand sympathizes with customers who have eyewear issues. Warby Parker isn't simply another disruptor; it's a firm created to serve a sector of the population that has been ignored. The company's successful brand storytelling strategy has paid off by a series of videos, social media posts, and by making a documentary showing the entire process of making Warby Parker glasses, from the initial design to cutting the lenses. They send a personalization message to the customer “When you order, a new pair is made just for you. “The brand is valued at $3 billion in 2021.
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