I

 live in New York City. Everyone is impressed—sometimes intimidated—with New York City. Really, it’s the idea of New York City. The truth is that NYC is more similar than it is different from every other place. What it has going for it is a great reputation—a great brand.

I recently traveled to Paris. Most everyone in the US think Parisians are rude. That’s the reputation that seems to have stuck to the City of Lights over the years. Sure, Paris is romantic. Paris is stylish. Paris is historic. But somehow, rude seems to be the quality that sticks out in people’s minds. Kinda like how people think that New York is so tough that if you can make it here, you can make it anywhere.

The fact of the matter is that New York City is home to 9 million people that have figured out how to make it here. And Paris is full of very friendly people—friendlier than New Yorkers, frankly. But the truth doesn’t stand a chance against the power of people’s perceptions.

The funny thing is that even in Paris, when people hear you are from New York City, they are awkwardly impressed.

That’s the power of a great brand. It may not be the reality, but it’s real.

Your brand can be considered rude or friendly. That determination may be shaped by the masses if ignored. Or it may be shaped by marketing, if you’re intentional.

In 1994, Federal Express changed their name to FedEx. For several years, their customers would only refer to the delivery company by their nickname. To FedEx’s credit, they jumped on that bandwagon and regained control of their brand.

In 1991, Kentucky Fried Chicken made the decision to get out in front of an inevitable wave of negativity. People were learning about the health risks associated with fried foods. And there it was. Right in the middle of their name. They adopted their nickname, KFC, and changed the course of their brand’s reputation.

What are you doing to chart the course of your brand? Helping companies build positive messages that generate more sales with their customers is what we do at Positive Brand. Contact us today. We can show you how a Brand Discovery can help you intentionally build a brand that consistently stands for something meaningful, promises something of value, and represents something substantial to your marketplace.