Perception is the awareness of something through the senses. In other words it’s the ability to see, hear, understand or become aware of something. Perception is important due to the following reasons: It’s a physiological process through which everything in this world is interpreted and understood. It’s the way people perceive things that defines their character and attitude.Kindness, hate, love and all other emotions originate from one’s perceptions about something. It’s just perception which defines what happiness means to a person. For some; earning money is happiness, others spending money is happiness.
Brand perception is owned by consumers, not brands. Regardless of your message, whatever people are thinking and saying about your brand, that is your brand. Surveys and focus groups can form an important part of any strategy in measuring and improving brand perception
Management may think that their product is the best in the market. The public, however, may think differently. This is because they are from different ends of the spectrum. Now it is up to them to make sure that their assurance about their product will align with the public’s perception of their product, and of their brand, as a whole. 
Perception is the act or faculty of apprehending by understanding. Perception is the awareness of something through the senses. In other words it’s the ability to see,hear,understand or become aware of something. Perception is important due to the following reasons: It’s a physiological process through which everything is this world is interpreted and understood. It’s the way people perceive things that defines their character and attitude.Kindness,hate,love and all other emotions originate from one’s perceptions about something. It’s just perception which defines what happiness means to a person.For some earning money is happiness,for some spending money is happiness.
Brand perception is owned by consumers, not brands. Regardless of your message, whatever people are thinking and saying about your brand, that is your brand. Surveys and focus groups can form an important part of any strategy in measuring and improving brand perception.
management may think that their product is the best in the market. The public, however, may think differently. This is because they are from different ends of the spectrum. Now it is up to them to make sure that their assurance about their product will align with the public’s perception of their product, and of their brand, as a whole. 

 

 


The business can argue all it wants about how the public is wrong, but in business, public perception is a reality. Unless the business is able to change the negative perception of the public of their brand, it will not be able to improve how the brand is seen or perceived, and the business will not be able to move forward.
When a company notices that their brand is no longer making as much money as before, they normally become resistant towards making some changes. But when they do, the first thing they look into is the possibility of changing the advertising agency they used to work with, or giving their logo a facelift. Or they could throw more money on a new advertising campaign that, sadly, may or may not work.
There are many strategies that can be employed in order to change brand perception. Before you can change anything, however, you must first gain a clear picture on the perception of your brand.
1. Be flexible and always stay on your toes. Always keep in mind that branding is a continuous, ongoing, process, and brand perceptions can evolve over time. Just because you were able to create an excellent brand perception among your customers does not mean you should be complacent. Continuous monitoring is still required so you will remain in touch with your customers and how they perceive your brand. Conduct regular or periodic surveys to existing customers regarding their current brand perceptions. Use questionnaires and/or feedback forms. Keeping in touch with customers through social media channels. Research what new customers need or are looking for. 
Anticipate the shifts or changes by analyzing their behaviors. This will make you more prepared to deal with the effects of these changes in brand perceptions. Also, be quick on your feet. As soon as negative perceptions arise, act on them. Letting them slide, hoping that they will soon pass anyway, may be counter-productive.
2. Uphold sustainable development principles.  If you’re not concerned about sustainability, prospects and clients will be less interested in working with you. Foster growth and innovation in your business. learn and add value. If your business becomes more successful, you will become more successful. This entails looking within the organization. Is there something you can change that will enable the business to deliver the promise of their brand to their customers? Is the customer service and support no longer performing well? Did the management suddenly change objectives and it is no longer aligned with that of the brand? There have been times in the past when brand suffered due to poor management, and the restructuring or change of leadership in the companies have proven to be enough of a nudge to make the public or the customers change their attitude towards the company and the brand.
3. Value the employees who build and bring life to your company.  These are your ambassadors with customers, prospects and in the community.Employees who have a positive work experience share it through their own social media channels and word gets around. Conversely, employees who are treated miserably or feel taken advantaged of also share. How you run your company is on display for the world to see. Companies will want to do business with like-minded companies that share the same values.
4.  Establish a trusted partnership with suppliers and influencers based on mutual commitment to operational efficiency. Let people know that you don’t have anything to hide. Hold yourself accountable. When things go wrong, acknowledge the causes of the incident, and clarify the details surrounding the situation. And follow through on your promises. Every time your brand makes and keeps a promise, you are building trust and creating positive brand equity. If you don’t, you lose it.
5. Make your brand social. TV and print advertising are still reliable tools, but they are no longer only or the best options available. These days, all businesses are now cognizant of the power of social media and the wonders that social media forms of brand publicity can do for them. Advertising or establishing online presence in social sites is definitely highly recommended, even to startups. Users of these sites are seven times more likely to spend or purchase a product or service if they see the brand on these social sites. Studies show that social media is responsible for the largest shift in brand perception. Take advantage of this trend and make sure your brand is visible in social media sites, such as Facebook, Twitter, Instagram, the list goes on.

Advertisements

2 thoughts on “5 Ways to Change Brand Perception: By Nabitali Victoria Bbosa

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s