Branding and Strategies
People, places, organisations and businesses are all brands
A name and an assumption written across our foreheads. People judging you constantly without trying to understand you as a human being. We make ourselves look pretty and flash a smile at those we pass along the street to avoid any misconceptions that we might be unfriendly or rude.
We express ourselves in a way that isn't truly what we look like, whether that be a positive or negative thing. From our styled hairstyles to the chosen amount of makeup we layer onto our skin, we choose how we want to be perceived by others, even if we're not trying to be perceived at all.
Brands do the exact same thing... however, I'm sure they want to be seen by everyone, which I know isn't something I always relate to!
Using different marketing strategies, brands will present themselves in a way to please a certain type of audience that they chose to target. Often these brands will tend to exaggerate just how good they really are for larger sales and therefore larger profits... because money is all we care about in a modern society.
I recently got back from travelling Thailand and Bali for 9 weeks which, when looking back, I can relate majorly to being deceived about what is really involved in the cultures of these places.
We go on holidays to experience many different things including, adventure, relaxation and enjoyment... and usually that involves one too many mojitos! And as much as I did experience all of these things (the mojitos maybe a bit too often), there is also a lot of activity that goes on behind the scenes.
When arriving in Bangkok, I was looking forward to spending one night in an 8 bed room at a hostel that was clean, bright, colourful and with the friendliest people. It took one small step into the... open building, which I was not expecting, to realise that it was full of flies, incredibly unsociable staff and what looked to be never cleaned before rooms. I left immediately. To be fair I shouldn’t expect much more for £4 per night but I was still in shock.
Bangkok is widely known for its scamming but I never thought I’d be one of those stupid people to fall for it. I quickly found out you don’t have to be stupid to be scammed. Much like you don’t have to be stupid to get your belongings stolen...
When I travelled to Bali, there were many opportunities to go on a night out, which being a 19-year-old girl, I very rarely didn’t take.
Bali is widely known as a holiday destination with its white sand beaches and turquoise seas. I can confirm that it does have the most stunning beaches and wildlife I have ever seen but when its night time, the tourists go out and have a few too many drinks.
On my first night out on one of the Balinese islands, my friend, who I had been travelling with for the last 7 and a half weeks, got her phone stolen at a half busy bar. It was the type of situation you can't quite believe you’re in. It wasn’t going to be a quick fix. It meant we definitely couldn’t leave each other's sides at all in case of any dangers, whether that be a morning walk along the beach for some alone time or going to the shops to get a drink for the other that’s still in bed... hungover. And so, for the last week and a half of our travels, my friend was phoneless.
The idea that these amazing countries are perfectly safe and utterly stunning are not consistently true. This goes for most things. It refers to subjective experiences and how things have been branded.
Just because something seems brilliant doesn’t mean it always is or will be.
Our opinions are swayed on how we’ve been marketed an image of some sort, whether this be a movie, book or a brand... there's always a strategy on how you're exposed to it.
Author: Alicia Steeden, 8th June 2023