Making the leap from managing brand perception to building a powerful brand promise.

A brand is defined by everything an organization says and does. It is how the organization shows up in the world. As such, the brand creates a perception. A perception of what people can expect from the organization.

This is inescapable for every brand. Even if a brand doesn’t set out on the path to do the things that lead to a desired perception. In other words, people will form a perception whether the brand likes it or not.

I have worked with organizations that complained that the brand got a bad rap for no good reason. Inevitably, there is a good reason. And it’s not what the brand did. It’s what the brand didn’t do. Like failing to focus on the needs of its customers. Or not giving back to the community. Or missing that, increasingly, customers want to feel connected to a larger purpose that the brand serves.

A brand perception is going to be formed. And along with it, an expectation. You can view that as something you have to grudgingly manage. Or, something that creates an unparalleled opportunity.

Looking beyond brand perception

Paying attention to your brand perception is important. But it’s table stakes. It will help you defend the success you have in the marketplace…