Brands are built or broken by customers, not companies. The key to a brand’s fate is its perception in the customers’ minds. We may believe that our brand promises something. Our brand promise doesn’t matter if the customer doesn’t perceive our brand as a tool to fulfill that promise.
E.g. almost every new residential real estate project promises a lot of facilities, amenities, convenience, lifestyle advantages, payment flexibility etc. They project their houses as “Dream Homes” for the prospective buyers. But in spite of all these, if the past record of that developer presenting the project is bad, if their reputation is tarnished due to unpleasant experiences of the customers, the new project will not get desired response. The customers won’t believe the glossy promise of a “Dream Home”. Whatever the brand promises, if the realities on the ground are not matching, the buyers won’t trust the brand, because of the negative perception about the brand.
The perception can’t be created by advertisements or brand ambassadors. Only actual performance can do it. To build positive perception, ensure that the performance is better than the promise. Excel customer expectations. Make the customer experience pleasant.
(Expert advice to GROW your business wherever you are, whenever you want.
SMEBusinessGuide.com… https://goo.gl/E3pfoQ)
WHAT YOU CAN READ NEXT
NEXT POST:
Brand Fundamentals #3: Brand Expectations
PREVIOUS POST:
Brand Fundamentals #1: Brand Promise
