What do you do if your client's brand perception is not aligning with their desired image?

A recent study by Edelman uncovered that a whopping 83% of consumers worldwide believe in the power of brand trust when making buying decisions. Think about it if you can't trust a brand, would you really buy from them? And here's the kicker: according to Sprout Social, a staggering 78% of us look at a brand's social media presence to gauge their values and personality. It's like social media has become our window into a brand's soul. So, when the message there doesn't align with what we thought, it throws us off. The bottom line? Consistency is key. Whether it's your website, your socials or your ads, keeping that brand message consistent is crucial. After all, trust isn't just earned overnight it's built over time!

If a client's brand perception is not aligned with their desired image, take these steps: Conduct research to understand the perception gap. Develop a rebranding strategy with consistent messaging and visuals. Engage customers to address misconceptions. Monitor and adjust branding efforts accordingly.

The starting point is to understand in which aspects of the perception we face a gap. Is it the product/service features, is it the consumer/user experience, is it the value ratio (price/product). Once we are clear on what we need to improve, we must do our homework by rendering the problematic aspects in line with the expectations of our defined target audience. The third steps should be to devise a communication plan with focus on transmitting the right messages with the appropriate tone of voice, imagery and wording. Obviously, we need to measure and evaluate the response and take corrective action. Finally, this can never be a one-off effort as our consumers, competition and the operation environment evolve.

Many clients aspire to be perceived in a certain way, yet reality often differs. The key is a candid conversation to align their self-image with public perception. Surprisingly, they’re aware but eager for solutions. Understanding public sentiment is crucial for an effective Communications Campaign that reshapes perceptions. My tip? Conduct thorough research, stay authentic, act swiftly, and always attune to the public’s emotions. This approach not only clarifies your brand’s image but also fosters trust and engagement.

If a client's brand perception doesn't align with their desired image, I'd initiate a thorough brand audit to identify the gaps. This involves analyzing their current messaging, visual identity, and customer feedback. Next, I'd collaborate with the client to redefine their brand identity, ensuring it reflects their values and resonates with their target audience. Implementing consistent branding across all channels is key, including website, social media, and marketing materials. Regular monitoring and adjustments based on customer feedback and market trends are essential to continually align the brand perception with its desired image.

1. Clear the Fog: Take a deep dive into what your brand stands for. What are its values, its purpose, and who does it speak to? Let's sharpen that image. 2. Walk in Their Shoes: Get into the minds of your customers. What do they want? What do they need? Let's make sure your brand speaks their language.

Muitas vezes o quanti sinaliza mas n?o explica. Principalmente em mercados B2B com n pequeno, entrevistas em profundidade tentem a ajudar o entedimento.

Gosto muito do exploratório para entender a imagem que o cliente traz e a partir de onde a est?o formando. Muitas vezes gerenciamos pontos de contato pouco relevantes. Muitas vezes a pesquisa quanti está avaliando temas completamente irrelevantes.

By clarifying the brand vision in collaboration with the client, the brand strategist can provide clear direction and guidance to align the brand perception with the desired image. This sets the stage for developing a comprehensive brand strategy that resonates with target audiences and drives business growth. One can start by defining the brand identity, then how to formulate the brand positioning. Next, it's a good idea to identify your core brand assets and refine your brand messages. If the brand is in B2B, refreshing the established "Brand Guidelines" will redirect the strategy in a new direction.

N?o podemos nos perder em nossa história. Como marca, também carregamos um propósito alcan?ável. Através de nossa vis?o e fundamentos encontramos e sabemos que é nosso público alvo. A partir daí ent?o, contamos nossa história = estratégias de marca.

I engage with customers directly to understand their perceptions and expectations. Use feedback mechanisms to address concerns and communicate improvements transparently.

When your brand's perception falls out of tune with its desired image, it's time to enlist the help of influencers who can harmonize perception and image. -Choose influencers based on more than just numbers. Look for alignment in values, engagement authenticity, and audience demographics to ensure resonance. - Work with influencers to craft stories that go beyond sales pitches. Aim for narratives that deeply resonate with audiences, fostering genuine connections. - Embrace influencers from diverse backgrounds and perspectives to reach a wider audience and create a richer tapestry of connection.

After revising the message, if budget permits it helps to conduct research to ensure that the new messaging is understood by the consumer and that the message aligns and build the desired brand image.

Tenho sentido que as marcas est?o sendo erráticas e pouco consistentes. é preciso clareza, tempo e investimento em todos os pontos de contato para construir uma marca, e muitas vezes os pontos de contato que est?o efetivamente construindo a marca est?o tendo pouca aten??o. Pessoas, por exemplo.

It requires ongoing research, adaptation, and alignment with all to effectively manage and strengthen brand's reputation and value.

Another key step in changing the reshaping of brand perception is creating appropriate communication. Nowadays, usually, it is mostly on digital channels. Therefore, it is good to create a two-way process of engagement, both the brand and the company to the customers, and the other way around. Creating diverse content, encouraging feedback and organizing public events support this process. Of course, things change often in the digital environment, but that shouldn't stop specialists and strategists from testing concepts and tactics.

ontinuously monitor brand perception metrics and adjust strategies as needed. Brands evolve over time, and ongoing efforts are required to maintain alignment with changing market dynamics and consumer preferences.

Keep in mind that brand management is an ongoing process, not a one-off solution. Your strategies for shaping how your brand is perceived must evolve in response to shifts in market dynamics, consumer habits, and competitive contexts. Be ready to adjust your methods, deploy innovative tactics, and, if needed, reevaluate the brand vision of your client. It's essential to remain nimble and open to feedback to preserve a brand persona that connects with your audience and fulfills your client's objectives. This agility ensures your brand stays relevant and continues to engage its target market effectively.

Market agility is defined by the ability to stay on top of the race and remain relevant to your audience at all times. This doesn't mean perfection but it involves performance. Put the brand running shoes on and cover all fields of the brand communications... redress, reimagine, revitalize but never remain still.

Prioritize tasks, delegate, and manage time effectively. During busy periods as a brand manager, it's essential to prioritize tasks based on their importance and urgency. Identify the critical activities that directly contribute to achieving your brand's objectives, and focus on completing those first. Simultaneously, delegate tasks that others can handle effectively, ensuring that everyone plays to their strengths and responsibilities. Effective delegation not only lightens your workload but also empowers your team members to contribute meaningfully to the brand's success.

Sometimes however much you try, some brand extensions might not work, because of the lack of clarity in what you wish for and what you can realistically do. For eg, in my previous stints a brand known worldwide for their Indian aesthetics, if they launch a brand which works on completely western aesthetics. This might be a bit difficult for your customers to relate to, so first and foremost always align with the brand's vision and tonality that has been set and Know your customer to better understand how it is being perceived by the consumers.