Brand is in the Eye of the Beholder
You’ve surely heard the saying “beauty is in the eye of the beholder”. This age-old saying means that we can not judge beauty objectively, for what one person may find attractive or admirable may not be appealing to someone else. Did you know that this concept applies to your brand and business as well?
When you think of a brand, some immediate names might come to mind: Disney, Nike, Apple, or Kardashian—but what exactly is it that comes to mind when these brands are brought to your attention? Do you like their products? Their values? Do they provide endless entertainment? You and your neighbor might like the same brand for different reasons. After all, Disney owns ABC news, ESPN sports, and they send cartoon characters singing and dancing down Disneyland’s Main Street on a daily basis.
A “brand” is the way a product, company, or individual is PERCEIVED by those who experience it.
Did you read that slowly? The key word here is perceived. Which brings me back to: brand is in the eye of the beholder.
As a small business owner, you’re in a unique position. Your business probably started as a dream that you’ve poured your entire heart and soul into and hustled into reality, am I right? You have a grand vision for your business and all you want is for your audience to love it as much as you do. Now, here I am telling you that it is up to the audience to determine your brand—am I crazy?!
It’s true! The business is built by the business owners, the brand is built by the audience. This can be an eye opening realization for any business owner. Don’t worry! This is where the power of marketing comes into play. There are certain practices you can implement into your core foundations to help sway your audience into viewing your brand the way you had always imagined.
TIPS FOR BUILDING AND MAINTAINING BRAND PERCEPTION:
Establish Strong Core Values and Stick with Them
Post them on your website either in an “About” section or, heck, throw it on the “Home” page and shout it from the rooftops! Let your audience know why you started this business, why you believe in it, and who you are at your core. You will end up attracting an audience that shares the same values as you, and in return they will show long-term loyalty.
Be Consistent
Consistency builds trust, and your audience will subconsciously develop a positive perception about your brand when you gain their trust. If you make a promise to deliver a weekly newsletter, do it. If you say you will start sharing Instagram live videos, do it. Show up for your audience, and show them you care.
Engagement
This term is the Gen Z way of saying “Customer Service”—and ladies and gents, chivalry is not dead. Whether it be a direct message on social media, an email, a phone call, or a contact form through your website, answer it and answer it quickly. We live in a society where a customer can leave for a different option in a split second, for any reason. A personal touch, whether it be answering a question or sending an emoji, can make the entire user experience. It also helps your customer remember you for next time and they might even tell their friends how nice you are—so many wins.
Not sure where your brand stands with your audience? Ask them! Don’t be afraid to send out surveys via email or a quick poll on social media. It’s never too late to start connecting with your audience. Are you ready to start seeing results in your business?
