Perception is a powerful force that influences how we view the world and, in turn, how the world views us. Today’s environment is saturated with social media and influencers covering all areas of the market, leading to perception becoming even more critical for a brands success.
How you see the world around you is your reality, and while you have some control over this, it’s important to recognise that everyone filters their experiences differently. Judging someone based on their perception of the world overlooks the complexity of their personal experiences and biases. Our individual perspectives are deeply personal and often differ significantly from those of others.
Perception extends into every facet of life, including business. How you perceive your brand may not align with how your customers see it. Their perception is often influenced not just by your branding, but also by their personal experiences. For instance, I grew up with a heavy drinker in my family so I know I’m hypersensitive to the smell of alcohol, while others might not notice it at all. Personal filters affect how people perceive businesses.
The way you brand your business is crucial to how your customer base perceives you. Customers are often more perceptive than businesses give them credit for; they notice even slight changes in packaging or shifts in your social media presence. To maintain trust, your branding needs to be clear, consistent, and aligned with the image you wish to project out to the world. If your branding is inconsistent, it can create confusion and mistrust among your customers, which can deter them from engaging with your business.
Rebranding is an option if your business evolves, but it’s vital that any new branding strategy fits seamlessly with the image you’ve worked to build. A mismatch between your brand’s message and its presentation can lead to a breakdown in consumer trust.
When it comes to perception, you need to spell it out for your customers. If you position your business as a value brand, it’s essential to make this unmistakably clear in every aspect of your branding. People naturally follow patterns and associate certain visual cues with specific types of brands. For example, if your logo resembles a luxury retailer like Harrods, but you claim to be a discount brand, customers will find it hard to believe your positioning. This disconnect between brand and customer can create confusion and lead to mistrust, as customers may perceive your brand as disingenuous. Clear, consistent branding that aligns with your market position is key to establishing credibility and maintaining customer trust.
Consider the case of Poundland in 2017, when the company began raising prices beyond its traditional £1 model. This change sparked a backlash because customers had a clear perception of what Poundland represented—a store where everything cost £1. The sudden shift led to confusion and a sense of betrayal among customers, who felt blindsided by the change, especially when they were spending their hard-earned money. This shows the importance of maintaining a consistent brand message to uphold customer trust.
It’s also important to acknowledge that customer perception can be stubborn, often influenced by your brand name or initial messaging. For instance, at Tiny Box, despite our efforts to communicate to our customers that we actually have a much broader product range than just boxes, many customers still perceive Tiny Box Company as selling only boxes. As a company we have to continue to work on this and ensure our customers are aware that we can provide them with any packaging need. This highlights the challenge of shifting ingrained customer perceptions and the need for ongoing, clear communication for your customers.
Perception is not just a passive experience but an active force that shapes businesses success. By recognising the unique filters through which your customers view your brand, and by ensuring consistency and clarity in your branding, you can align customer perceptions with your intended image, fostering trust and loyalty in the process.
Rachel Watkyn
Eco Entrepreneur Rachel Watkyn is the founder of Tiny Box Company which has a £10,000,000 annual turnover. www.tinyboxcompany.com and Know The Origin www.knowtheorigin.com which allows consumers to make sustainable choices on household goods, activewear and gifts based on their personal values.
Rachel is a well-known expert on sustainability and to date is the most successful female to appear on Dragon’s Den
Rachel runs a large team in Sussex and is a frequent speaker at business events.
Rachel runs free business clinics once a week for those looking to get back into the work force or who have a new business idea.
