I often hear people say that what you think or say about yourself is what matters most in life and not what people think or say about you. Another closely linked saying is that if someone says something about you that you do not agree with, throw it away and move on.
While on some level these things make sense, they are not absolute as there could be things about you that you do not see or fully grasp yet. We are not always the best judges of who we are and what we are capable of, so it does help to get a different perspective from others about who we are.
Now, if there is one thing no brand should be thinking or saying, it is that what others think or say about them does not matter. It does matter. It matters more than you know.
Brand perception is a very real concept and unfortunately, there are people who do not understand this. It is necessary that a brand takes the time to understand what it stands for and what perceptions and associations they want the public to have about them, and then take the time to create brand artifacts that promote these.
Brand artifacts are sensory cues used to initially communicate and subsequently trigger recall of your brand and they can be channelled through sight, sound, smell, touch and taste. The conscious process of transferring their connection with your brand and product/service promise is called brand communication and while the medium and time frame varies, the focus is the same; present a view of the brand that is positive and evokes a willingness in the target audience to engage with the artifact and ultimately with the brand itself.
Just as no one is an island and can reach their full potential alone, no brand can exist in some vacuum and not bother what others think of it. In reality, that is actually what drives brand success: what customers think of it. History is rife with examples of how brands and individuals with a public standing suffered much (sometimes financially) as a result of negative perception.
A brand must not only consistently communicate that which it hopes will define what the public recall it for, it needs to also be ready to offer counter-narrative in the event situations about it that can seed negative perceptions (and these are bound to happen) is formed.
Silence is sometimes, not the best answer when such crisis that have the potential to erode a brand occur. A crisis communication protocol, aimed at mitigating damage to the brand must always be handy and all those with roles to play must always regularly evaluate the protocol to ensure readiness. In addition, constant analysis of brand and reputational risks must be conducted to proactively identify these threats to brand health.
Final word? Brand perception cannot be overlooked at any point in time and it is an aspect of a brand's existence that must constantly be evaluated and refreshed if necessary.
Onuora Onianwa,
Creative Director and Lead Designer,
Media Range.
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