Perception is a powerful force that influences how we see the world and, in turn, how the world sees us. Today’s environment is full of social media and influencers covering all areas 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 it, it’s important to recognize that everyone filters their experiences differently. Judging someone based on their perception of the world overlooks the complexity of their personal experiences and biases. Our individual perspectives are deeply personal and often differ significantly from those of others.
The perception extends to every aspect of life, including business. How you perceive your brand may not match how your customers perceive you. 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; You notice even subtle changes in packaging or changes in your social media presence. To maintain trust, your branding must be clear, consistent, and aligned with the image you want to convey to the world. If your branding is inconsistent, it can cause confusion and distrust among your customers, which can discourage them from engaging with your business.
Rebranding is an option as your business evolves. However, it’s important that any new brand strategy fits seamlessly with the image you’ve built. A mismatch between your brand’s message and its presentation can lead to a loss of consumer trust.
When it comes to perception, you need to make it clear to your customers. When positioning your company as a values brand, it’s important to clearly express this in every aspect of your branding. People naturally follow patterns and associate certain visual cues with certain types of brands. For example, if your logo resembles a luxury retailer like Harrods but you claim to be a discount brand, customers will have a hard time believing your positioning. This disconnect between brand and customer can lead to confusion and distrust as customers may perceive your brand as disingenuous. Clear, consistent branding that fits your market position is key to building credibility and maintaining customer trust.
Consider the case of Poundland in 2017, when the company began raising prices above its traditional £1 model. This change sparked a backlash as customers had a clear idea of what Poundland represented — a store where everything cost £1. The sudden change created confusion and a sense of betrayal among customers who felt blindsided by the change, especially when spending their hard-earned money. This shows the importance of maintaining a consistent brand message to maintain customer trust.
It’s also important to recognize that customer perception can be persistent and is often influenced by your brand name or initial message. For example, despite our efforts to convey to our customers that we actually have a much broader product range than just boxes, many customers at Tiny Box, for example, are still under the impression that Tiny Box Company only sells boxes. We must continue to work on this as a company and ensure that our customers know that we can meet their every packaging need. This highlights the challenge of changing deeply rooted customer perceptions and the need for ongoing, clear communication to your customers.
Perception is not just a passive experience, but an active force that shapes the success of a company. By recognizing the unique filters through which your customers view your brand and ensuring consistency and clarity in your branding, you can align customers’ perceptions with your intended image, encouraging trust and loyalty.
