Stop Letting Your Brand Down

Apr 29

Guess What: You Don’t Get to Choose Your Brand

Whether you like it or not, your brand is defined by the sum total of your every audience interaction and their perception of you. Because brand perception massively impacts your performance in the market, it’s important to tailor those experiences to foster a strong brand perception. Skipping the ‘small stuff’ can negatively impact your business and devalue all the time and effort you’ve put into your brand strategy, ultimately letting your brand down.

Their Perception is Your Reality

Consider an internet provider with the fastest connection at the cheapest price, a no-brainer success right? People would surely perceive them as the ‘money-saving hero’. But what happens when a customer wants to change their billing info and discovers they have the worst customer service known to man? That shiny reputation is quickly tainted with frustration and dissatisfaction.

Suddenly, in the mind of the consumer, this brand association goes from ‘best-in-the-biz’ to ‘week-ruiner’ and brand perception plummets. It doesn’t matter how fast that internet connection is, if they’re perceived as unreliable that becomes their brand.

So how do you keep your brand perception high and healthy? Here are three areas you can develop to elevate your brand perception and uphold the integrity of your brand strategy:

Branded Photography
Copywriting / Messaging
Uniform / Dress Code

3 Ways to Build Brand Perception

Here are three areas where a mindful investment can improve your overall brand health:

1Branded Photography

Chances are if you’ve just finished the branding or rebranding process, you’ve spent time considering the visual appeal of your materials. But there’s one area that can poison the well of beautiful, effective design: bad imagery. Low-resolution, stock imagery, or subjects that don’t represent your target audience can alienate your audience and lower the perceived value of your offering. Instead, invest in brand-relevant photography that accurately represents your brand personality to ensure a stronger connection with your target audience.

2Copywriting / Messaging

How you speak is just as important as what you’re saying. Certain words can be relaxing, professional or friendly. Others can be confusing, overwhelming or aggressive. Intentional language can establish trust but the wrong word choice can repel your audience. Engage a copywriter to ensure your message is consistent, your audience remains captivated and your brand personality always shines through, no matter the situation.

3Uniform / Dress Code

Whether you’re a boutique espresso bar or a corporate accountant, having a curated uniform is proven to strengthen team unity and send a consistent message about what you value. While it’s not necessary for every type of business to have branded workwear, equipping your team with a dress code that informs colour, material and style choices reinforces brand personality and strengthens brand perception even on the most subconscious level.