What do you do if your brand perception in the market is not as strong as you'd like it to be?

When your brand's perception isn't hitting as hard as you'd like, start exploring with a 'real talk' assessment. Gain insights from your audience, customers, team, and industry peers to get the full picture of how your brand is seen and felt. This looks like rolling out surveys, hosting chat groups, or tuning into the social media sentiment. Pinpointing the gap between the dream perception of your brand and the street-level view is key.

Strengthening brand perception should start by doing market research, evaluating why this happened, and working on those areas, the change should be visible out loud, it's important to clarify your brand identity and messaging first. Engage with customers to build positive relationships and address feedback promptly. Prioritize delivering exceptional brand experiences across all touchpoints. Invest in strategic marketing initiatives to boost visibility and communicate your value proposition effectively. Monitor brand sentiment and market trends, adjusting your strategies as needed to continually improve brand perception.

- Conduct a thorough market research to understand your target audience, their perceptions of your brand, and the reasons behind any negative perceptions. - Define brand identity, values and unique selling proposition. -Ensure that your brand messaging is clear, consistent, and aligned with your target audience's needs and preferences. -Identify your competitive advantage and what sets your brand apart from competitors. -Review your brand messaging and positioning to ensure it resonates with your target audience.

Your brand attracts them for leads but they leave you because your brand perception is not good. First you need to know why this is happening. What is the reason behind this and pushing people back without buying. So do the survey. Collect feedback. Give them a free product to find out why by taking negative or positive feedback.

Make yourself visible with useful and informative content intending to reach out the market. It can be organizing events, conducting webinars, publishing industry oriented papers, participate in multiple events etc. Not always project your product in everything that you do. Be informative and engage frequently with the market.

Y la propuesta de valor está íntimamente relacionada con el propósito y la visión, porque de allí decanta el deseo de buscar nuevas formas de generar valor e impacto en el mercado. Construir una plataforma de marca que apoye esta propuesta es crucial, para poder conectar con las audiencias y servir mejor a los clientes y consumidores de una forma consistente y coherente con la percepción de valor.

To stand out in a crowded market and improve brand perception, explain what distinguishes your brand from competitors. Determine your unique value proposition, fundamental competencies, and distinguishing characteristics that resonate with your target audience. To identify yourself and build a captivating narrative that attracts your audience's attention and imagination, emphasize these distinguishing characteristics in your message, graphics, and brand experiences.

One way to define uniqueness is to understand what products (old way) your ideal clients are already using/buying to solve their problems. Clearly define why the "old way" does not work. Then introduce "your new way" explaining why it is different and more importantly why it works. Also, another key is to know who your ideal client is. Remember, when you try to serve everyone, you serve no one.

Your uniqueness cannot be replicated. It's what makes you uncopyable. It's the strategy you apply to outmanoeuvre your competitors. A great example is the brand Liquid Death - water in a beer can with the phrase "Murder Your Thirst". Every other water company puts water in a clear plastic bottle and uses red, white or blue colours. Liquid Death's beer can style water is in white, gold, and black cans with a picture of a Skull on it. It's water from the Alps, but it's entirely uncopyable!

Los consumidores han cambiado sus dinámicas. Estudios revelan que tienden a disminuir el proceso de consideración para adquirir directamente la oferta, y en esa interacción conocer aún más a la marca, comprender su propuesta, su identidad y sus valores. Solo así, se valida de primera mano y se genera o no una relación más profunda. La experiencia de marca es crucial en nuestra estrategia.

Building a strong brand perception necessitates ongoing connection with your target audience across several touchpoints. Take a customer-centric approach by actively listening to their wants, preferences, and feedback, and responding promptly to address their problems and develop trust. Use social media channels, community forums, and interactive content to build real connections with your target audience and ask them to be a part of your brand story. Encourage user-generated material, testimonials, and reviews to spread positive word of mouth and create social proof.

Emails are a great way to encourage audience engagement. People might not always feel comfortable posting or commenting on social media, even though they might use it every day. So, create a forum where people can offer insights privately. If you have their email addresses, use them for feedback. Another reason this is good, is it won't encourage negative feedback in a public domain that you can't control. While seeking positive and negative feedback is the goal, you don't want it to grow legs or have long-term reputational repercussions for your brand.

Es sumamente importante crear una historia de marca. Las marcas icónicas lo han logrado: tienen sólidas plataformas de marca que les permiten dar continuidad al mensaje; todas las comunicaciones de marca y marketing, eventos y piezas crean sinergia y logran escalabilidad a lo largo del tiempo; y todo ello es ejecutado con absoluta coherencia.

Compelling stories about people in situations similar to theirs helps people see themselves in your message. When stories evoke emotions, they create memories. As Maya Angelou said, "People will forget what you said, they'll forget what you did, but they'll never forget how you made them feel." So even though the story itself might not be remembered, how they felt because of the story is where the impact lies.

Storytelling is an effective method for changing perceptions and establishing emotional connections with your audience. Create real and compelling narratives that communicate your brand's beliefs, purpose, and vision in a way that connects with your target audience on a deeper level. Use storytelling to humanize your brand, highlight real-life situations, and motivate action and change. Incorporate visual components, multimedia material, and interactive storytelling approaches to create immersive brand experiences that are memorable and support your brand identity.

Build customer feedback loops into your customer journey so you can stay on top of the sentiment about your brand. That can be a ?????? on the way out the door! It can also be by having quick conversations asking "how was the service today?" "Is there anything we can do to improve your next visit/meeting"? Whatever is appropriate, include them without them seeming forced or like it's a tick box exercise. If you're going to ask for feedback, do it in a genuine way and take action to make people feel heard. Customers and employees alike who don't feel valued are 70% more likely to go elsewhere. So respond and act upon the feedback received to ensure they feel valued.

In this fast-paced, ever-changing world, staying "locked into" a strategy, even if it worked well in the past, is a surefire way to brand irrelevance. Never be afraid to take thoughtful, data-driven chances. Lemonade, an "Insurtech" startup, made purchasing insurance easy and entertaining, encouraging their Gen Z and young millennial purchasers to post about their positive experiences on mainstream social media sites (not just Trustpilot). By thinking outside the box and rendering insurance "cool," Lemonade built a solid brand perception as a reliable, caring, and socially oriented insurance company that understands the needs and values of the young adult market.

Your strategy should be adjustable from the get go. Lean into an agile mindset by testing new propositions, brand components, initiatives and storytelling with a subset of your audience to compare perception before and after before rolling that out to the wider market.

Often we are shy about blowing our own trumpets. If this is your case, consider recommendations from others. Have reciprocal arrangements with friends and associates, to help support each other; truthfully ofcourse.

Tackling weak brand perception? Here's what I'd do: First, dive deep into customer feedback and market research to understand the gap between how we view our brand and how our customers do. Next, build a strategic narrative centered around value for customer. Leverage customer testimonials and success stories; nothing beats word-of-mouth. Ensure that it reaches the people. Work with industry influencers. Get that Gartner/Forrester partnership. Apply for those awards. Then, make sure the world knows through tailored marketing campaigns, social media, and community involvement, ensuring we're not just talking at our audience but with them. The goal is not just to change perceptions short-term but to build lasting relationships and trust.

If your brand's market perception feels more like a whisper than a roar, here's how to crank up the volume: Spotlight Your Strengths: Identify what you do best and make sure everyone knows it. Be so good they can't ignore you. Engage and Enchant: Dive into the community. Engage with your audience in meaningful ways that leave a lasting impression. Elevate Your Story: Reframe your narrative. Every brand has a story; make yours compelling and share it far and wide.

Other things you should look into are: 1. Invest in employee training and internal communication programs to ensure that your brand values and messaging are consistent at all levels of the organization. 2. Collaborate with brand ambassadors, influencers, and strategic partners to broaden your market presence and reputation. 3. Don't be shy to experiment with novel marketing techniques, guerrilla marketing campaigns, and experiential activations to generate buzz and create memorable brand experiences. 4. To generate long-term brand success and durability, create an organizational culture of invention, experimentation, and continual improvement.

If your brand perception in the market isn't flexing its muscles like a bodybuilder at the gym, it's time for a power-up! Dive into the depths of market research like a treasure hunter searching for gold, and uncover what's holding your brand back. Maybe it's time to inject some personality into your brand identity – think of it like giving your brand a makeover to make it stand out in a sea of competitors. Don't shy away from leveraging storytelling techniques to captivate your audience and build a stronger emotional connection. And hey, who says perception can't be fun? Add a sprinkle of charm, and watch as your brand perception transforms from meh to magnificent!