We’ve talked before about brand building strategies and what goes into developing your message and personality, but how is brand perception formed.
It’s really all based around opinion, how your product, company or service is viewed by individuals or community. These opinions can be wide and varied but collectively they form a concensus, an opinion…..their opinion of your brand.
Don’t make the mistake of thinking just of the consumer as being your target for brand recognition….what about suppliers and distributors? Have you stopped to think of the huge role that they can play in your brand strategy.
Opinions or discernment about a brand can be formed in a number of ways; through recommendation of trusted parties, through use of the product or service, & via overall company performance too.
Suppliers and distributors will form their opinions in similar ways; based on their experience with the product, the pricing approach both from sales and commission point of view, customer feedback, advertising tactics, and company persona.
The consumer on the other hand will be much more reliant on direct use, and recommendation of retailers, friends, relatives, colleague, and media.
So knowing these key areas of brand perception, how do you build and cement them.
Firstly the representation of your brand should always be consistant, your image, message, & service delivery.
View every touchpoint with your consumers, distributors, suppliers, and partners, as an opportunity to overdeliver and build trust and always be stiving to create your unique point of difference.
Here’s 5 checkpoints to see where and how you can improve your brand.
- Deliver the best product or service – differentiate yourself in the market.
- Create Exceptional Value for the Consumer – happy buyers talk.
- Support Your Suppliers and Distributors – build networks for brand reach.
- Reward Loyalty – yep…happy buyers talk.
- Fix Things When They Go Wrong – oh boy, dont unhappy buyers talk!.
Let me know if this helps, leave me your comments below.
Image: Salvatore Vuono|
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Funny Apple didn’t figure out number 5 until things got waaay out of hand!
The bigger players tend to think they are insulated because of their market share, but it just goes to show you should never underestimate the power of the voice of your market and the impact on your brand.
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