If brands are built intentionally but perceived subjectively, how much control do organisations really have over how they are understood?
What shapes brand perception?
In my previous article on brand image and brand personality, I explored the difference between what organisations intentionally build and what customers ultimately perceive. I explained that brand identity is the expression of an organisation’s internal activities. Brand image is the reflection of that identity in action through the way customers experience and perceive the brand. That led me to another question: how is brand perception actually formed?
Perception is how we view the world around us. It is how we process, organise, and interpret information from our senses into a coherent picture of the world.
Human perception is an individual process shaped by one’s values, needs, expectations and personal experiences.
Brand perception is a set of associations, beliefs, thoughts and feelings that customers develop about an organisation. It is the customer’s unfiltered reality of how they experience the brand.
Perception is subjective and unique to every individual group of people. This is why two people can come across the same brand and have completely different impressions.
Regardless of how intentional a brand has been built, perception ultimately shapes its image. Organisations cannot dictate or build perception. It belongs to the customer; it is their interpretation of what your brand is. Therefore, understanding how perception works is essential.
Brand identity, brand image and brand perception
Brand personality is one component of brand identity. Brand identity is intentionally expressed through a brand’s purpose, values, personality, communication and visual identity. Brand image is how customers perceive those expressions. From those interactions, perception is formed.
Brand identity, brand image and brand perception are all connected. Together, they form a continuous exchange between the organisation and its customers. The organisation carefully crafts its brand identity through its purpose, values, personality, visual identity and communication. Customers interpret those signals, creating the brand image. It is through the interactions between brand identity and brand image that perception is formed.
Can organisations influence perception?
A perceptual map allows organisations to identify the gap between their presumed positioning and how they are really perceived in the market. It allows organisations to
understand how consumers perceive the brand and how they evaluate the brand relative to its competitors. This will help organisations pinpoint where perception differs from intention and help them understand why campaigns fail despite significant investment.
Perception is not something an organisation can control. However, there are some elements that are manageable and that can support them in how their brand is perceived within the marketplace among their competitors. A perceptual map enables organisations to understand how customers position their brand relative to competitors and identify opportunities for repositioning.
Why does perception matter?
In a world that is constantly competing for our attention, perception is as natural as breathing. From their very first interaction with the brand, customers begin forming conscious or unconscious perceptions. From that moment, customers will either engage with your message or disregard it.
With Pringle of Scotland the brand’s primary customers were aged from forty onwards and wanted to attract a younger audience. After conducting a focus group with the age range they were targeting, it came to light that most of them were seeing the brand as old. Many associated the brand with their grandparents’ generation. As a result, the brand no longer felt relevant to the audience it wanted to attract.
The audience Pringle of Scotland wanted to attract perceived the brand as old and outdated. Although this perception might not be entirely negative, as the brand has over 200 years of heritage, heritage should not be confused with being outdated. In order to change the perception of their audience the brand had to review and update the outlook of their clothes and collaborate with brands such as H&M to reposition themselves.
Organisations need to continually monitor their relationships with their customers to understand their customers’ needs and wants so that when the advertisement or so that when advertisements or brand communications are released, customers are more receptive rather than subconsciously blocking them out. An individual reacts based on their perception rather than an objective reality.
How can organisations respond?
Organisations control the narrative, but they do not control perception. By understanding who their customers are, what they need and the challenges they face,organisations can tailor communication that genuinely resonates with their audience.
Perception is something organisations must continually observe, understand and influence. As a result, this is not something organisations should leave to chance. Only organisations that truly understand their customers are likely to close the gap and build stronger brand perception over time.
If perception is subjective, then how much control do organisations really have?
Perception belongs to consumers. Organisations cannot control perception, but they can influence it through clarity, consistency, and most importantly, a deep understanding of their audience.
A brand is a living entity. Like a human, it thrives, it fails, and if neglected, it deteriorates and fades.
Sources & Further Reading
Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2007). Consumer Behaviour: A European Outlook.
Difference Between. Difference Between Absolute Threshold and Difference Threshold