There we were, mid-sweat in the gym sauna, minding our own business, when the real branding gold chat started flowing in the form of two gents having a good old-fashioned car debate.
One younger, one older.
The topic? Skoda.
“So, I say to the missus, what about a Skoda for our next car?”
“Eeh, no way! I wouldn’t be seen dead in one,” she says. “You’ll look like a cab driver!”
At this point, we’re doing our best not to have a little giggle, but the truth is we’re already halfway into a classic brand lesson.
The older guy wasn’t giving up.
“Hey, Skodas have come a long way since 1905! Same engineering as VW. Brilliant value for money. Dead reliable.”
But she wasn’t having any of it. She’s sticking with her nippy little white Fiat.
And just like that, you’ve got a perfect real-world example of brand legacy versus brand evolution.
What does this tell us about branding?
Skoda’s product? Completely transformed.
Their marketing? Award-winning.
Their quality? On par with the best in class.
But public perception? That’s harder to shift.
For some, Skoda is now smart, solid and underrated in the best way. But for others, the old image still lingers. One that says “budget,” “bland” or “cab driver.”
This is what we call the brand gap. The space between who you are today and how people still see you.
And the truth is, every brand has one
No matter how good your product is, if your messaging, visuals or vibe haven’t evolved alongside it, people will keep putting you in an old box.
This is why we bang on about consistency, clarity and alignment. Because brand perception doesn’t just update itself. You have to help it along.
How do you do this ?
- Understand how your audience sees you now
- Close the gap between where you are and where you’re going
- Evolve your brand messaging and marketing with intention
Because the job isn’t just to be great. It’s to make sure people believe it.
The takeaway?
Your brand isn’t what you say it is. It’s what they say when you are not in the room … or the gym sauna!
So, ask yourself is your brand keeping pace with your business? Or are you still being seen as the Skoda of years ago?
If that question makes you squirm even slightly, it might be time for a fresh perspective.
That’s exactly what The Brand Plan and our Transform packages are here for. To uncover where your brand truly sits, what opportunities you’re missing and how to start showing up like the business you’ve become.