Perception is a powerful force that influences how we see the world, and in turn, how the world sees us. Today’s environment is saturated with social media and influencers covering all market segments, leading perception to become even more important to the success of brands.
The way you see the world around you is your truth, and while you have some control over this, it’s important to realize 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 highly personal and often differ greatly from those of others.
Perception extends to every aspect of life, including business. The way you perceive your brand may not match the way your customers see it. Their perception is often influenced not only by your brand, but also by their personal experiences. For example, I grew up with a heavy drinker in my family, so I know that I am highly sensitive to the smell of alcohol, while others may not notice it at all. Personal filters affect how people perceive companies.
How you position your brand is crucial to how your customers perceive you. Customers are often more perceptive than businesses realize; they will notice even subtle changes in packaging or shifts in your social media presence. To maintain trust, your brand must be clear, consistent, and in line with the image you want to project to the world. If your brand is inconsistent, it can create confusion and distrust among your customers, which may prevent them from doing business with you.
Rebranding is an option if your business has evolved, but it’s crucial that any new brand strategy fits seamlessly into the image you’ve worked to build. A misalignment between your brand message and its delivery can lead to a breakdown in consumer trust.
When it comes to perception, you need to make it clear to your customers. If you are positioning your business as a value brand, it is essential that you make this unmistakably clear 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 store like Harrods, but you claim to be a discount brand, customers will find it difficult to believe your position. This disconnect between brand and customer can create confusion and lead to mistrust, as customers may see your brand as inauthentic. A clear, consistent brand that is consistent with your market positioning is key to establishing credibility and maintaining customer trust.
Consider the case of Poundland in 2017, when the company began raising prices beyond its traditional £1 model. The change sparked a backlash because customers clearly understood what Poundland stood for – a store where everything costs £1. The sudden shift left customers confused and feeling betrayed, who felt shocked by the change, especially when they were spending their hard-earned money. This illustrates the importance of maintaining a consistent brand message to maintain customer trust.
It’s also important to realise that customer perception can be stubborn, and is 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 see Tiny Box as selling nothing but boxes. As a business, we need to continue to work on this and ensure that our customers realise that we are able to supply them with whatever their packaging needs are. This highlights the challenge of changing entrenched customer perceptions and the need for consistent and clear communication with your customers.
Perception is not just a passive experience, it’s an active force that shapes business success. By understanding the unique filters through which your customers view your brand, and by ensuring consistency and clarity in your brand, you can align customer perceptions with your intended image, and build trust and loyalty in the process.