Your Brand as the Missing Fundamental
In sound, there are multiple, varying frequencies that often comprise a single sound. This is why notes played with a piano sound different than notes struck on a guitar. The multiple frequencies grant complexity to different sounds, giving them warmer or cooler feels.
These multiple frequencies cause a phenomena called the missing fundamental. Essentially, without getting too technical, our brains will simplify the complexities of the sounds we hear into the lowest common frequency among the sounds, regardless of if it is physically present. That is often the note we notice most.
It is a perfect metaphor for branding.
Branding systems are comprised of many parts of your business: the choices you make in your business’s foundation and management, how you choose to position yourself within your market and brand story you choose to tell, how and what channels you choose to market and advertise your business, and the information that may influence change in any of these area. Each of these make up
Consider each of these a frequency. They might move independently of each other and at separate times, but they are still components of the single sound of your brand. The differences in your choices is what allows you “sound” different than your competition.
The missing fundamental is the intangible and addictive part, and what most people will think of when you say “brand.” It’s likely how most people will interpret how your business is moving in the marketplace. It’s what gets people excited and talking. It is a direct result of the thread of choices you’ve made and how well they weave in and out of each other. It is the experience of how all of these choices come together and resonate with your audience.
When we say “brand,” here at BYSCO, this complex network of interlocking pieces is what we are referring to.
It’s a lot.
I know.
Don’t worry if it doesn’t make complete sense just yet. We’re going to continue to break down the components of these systems and how they work together.
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