This invisible sales tool will net you visible results.
January 14, 2009 | Our Insights | 1 Comment
By Glen Peak, President
You can’t touch it or feel it, but it’s there. It’s not a pie chart, a graph, an ad or an endorsement. Yet it can encompass all those things. It can turn prospects into buyers and skeptics into believers. It’s the difference between brand X and brand Nike. I’m talking about the power of perception(SM).
Even if brand X makes a shoe every bit as good as Nike, it’s unlikely to net half the price—a disparity that hinges on perception. Granted, Nike has spent billions of dollars carefully cultivating its perception. But even a company with only a small budget can achieve visible results by controlling the way people view its brand. Which would you rather own: A watch? Or, a precisely crafted timepiece worthy of passing on to future generations? I’m sure you see what I mean.
So while your brand’s perception may not be something you can touch or feel, its impact will be clearly seen on your bottom line.
For a step-by-step guide on how to build perception, request a copy of our white paper, “Corporate branding.”
Tags: brand positioning, good advice, power of perception
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Brand perception in my opinion is the single most important challenge and determination of success for any brand. Once established, the continual positive reinforcement of this perception in every component of sales and marketing become job one. Every program, promotion, communication piece, and advertisement should be questioned to determine if it positively reinforces the brand perception. The perception helps to establish consumer acceptable price points, brand positioning, sensitivity to both marketing and economic trends as well as impacts competitors activity. Too often too much time and effort is put into non-perception affecting “stuff” when establishing a brand and/or product. The simple test is to immerse one’s self into the target consumer/user’s position and ask two basic questions: 1. Does it or why should it matter to me? and 2. Does it effect the way I think about the product? Sometimes we forget about our target audiance and just makes things too damn complicated!