Happy and Successful is the Brand that...

I'll presume that the headline intensified your willingness to click on this article. I chose to use an ellipsis to attract your attention to this truth. So, here it is.

In a training held last week at my office; my boss expressed, "Happy and successful is the brand that has an alignment with its image, perception and reputation." For a moment, I assumed I had a grasp of this truth until he expounded on it.

Did you know that more than 60% of marketing communications professionals use these words interchangeably? What words? You ask.

There is a huge difference between IMAGE, PERCEPTION AND REPUTATION. It is inarguably true that every successful brand has these attributes and painstakingly guide them in a positive light at all times.

There are many cases where a brand's image is utterly conflicting with its reputation. However, you hear people speak about a brand's image in a negative tone but they lack the understanding that a brand's image is PERSONAL to the brand.

In a simple list, I'll share with you the differences between the terms.

IMAGE:

• Whom you say you are
• How you behave
• How you present yourself
• A brand

(It is the image that makes the brand).

PERCEPTION:

• How others see you
• It is driven by brand image, information, personal attitude/ preferences and personal experiences.

(Don't forget that a man's perception is his reality. This is why customer perception is personal to the customer).

REPUTATION:

• What people are saying about you
• An externalization of their opinions or perception of your brand.

(When perception is externalized, it becomes reputation: What are people saying when you are not present in the room?)

I hope you have a better understanding of these terms today, and remember to always use them correctly.