Perception is a powerful force that influences how we view the world, and in turn, how the world views us. Today’s environment is saturated with social media and influencers covering all parts of the market, making perception even more important to a brand’s success.
How you see the world around you is your reality, and while you have some control over this, it’s important to recognize that everyone filters their experiences differently. Judging someone based on their perception of the world ignores the complexity of their personal experiences and biases. Our individual perspectives are deeply personal and often differ significantly from those of others.
Perception extends to every facet of life, including business. How you perceive your brand may not match how your customers see it. Their perception is often influenced not only by your branding, but also by their personal experiences. For example, I grew up with a heavy drinker in my family, so I know that I am hypersensitive to the smell of alcohol, while others may not notice it at all. Personal filters influence how people perceive companies.
The way you brand your business is crucial to how your customer base perceives you. Customers are often more perceptive than companies give them credit for; they even notice small changes in packaging or shifts in your social media presence. To maintain trust, your branding must be clear, consistent, and aligned with the image you want to project to the world. If your branding is inconsistent, it can cause confusion and distrust among your customers, which can deter them from engaging with your business.
Rebranding is an option as your business evolves, but it’s crucial that any new branding strategy fits seamlessly with the image you’ve built. A mismatch between your brand’s message and its presentation can lead to a breakdown in consumer trust.
When it comes to perception, you need to make this clear to your customers. If you’re positioning your business as a value brand, it’s essential to make this unmistakably clear in every aspect of your branding. People naturally follow patterns and associate certain visual cues with specific types of brands. For example, if your logo resembles a luxury retailer like Harrods, but you claim to be a discount brand, customers will find it difficult to believe your positioning. This disconnect between brand and customer can cause confusion and distrust, as customers may perceive your brand as unfair. Clear, consistent branding that aligns with your market position is key to building credibility and maintaining customer trust.
Take the case of Poundland in 2017, when the company started raising prices above the traditional £1 model. This change caused a backlash as customers had a clear idea of what Poundland represented: a store where everything cost £1. The sudden change led to confusion and a sense of betrayal among customers, who felt blindsided by the change, especially when they were spending their hard-earned money. This shows how important it is to maintain a consistent brand message to keep customer trust high.
It’s also important to recognize that customer perception can be stubborn, often influenced by your brand name or initial message. For example, at Tiny Box, despite our efforts to communicate to our customers that we actually have a much broader product range than just boxes, many customers still view Tiny Box Company as only selling boxes. As a company we must continue to work on this and ensure that our customers are aware that we can meet their every packaging need. This highlights the challenge of changing deeply held customer perceptions and the need for ongoing, clear communication for your customers.
Perception is not just a passive experience, but an active force that determines the success of companies. By recognizing the unique filters through which your customers view your brand, and ensuring consistency and clarity in your branding, you can align customer perceptions with your intended image, fostering trust and loyalty.