Here’s a test. Name a safe car brand.
If you’re like the majority of people, you thought of Volvo. And Volvo does indeed make safe cars. But are they really any safer than other comparably ranked brands, like Honda?
Here’s the thing: It doesn’t matter. People believe Volvos are safe, and that’s all that matters. Because perception = reality.
What people believe about your brand is far more important than what your brand actually is. You could be the best, fastest, most effective in your industry. But if your audience doesn’t believe it? Well, then you’re…whatever it is that they do think. Their perception is what matters. Full stop.
So what can you do to manage the impression you’re giving? Plenty.
Start by learning what the market’s perception of you really is. Not just anecdotally, and not just by asking your most loyal customers. You need unbiased, unvarnished assessments that are unapologetically honest.
Once you know how your audience perceives your business, you can start addressing that impression by shaping your communications to be laser-focused on giving the impression you want to make.
Ready to start taking control of the impression you’re giving? That’s where our TruVu business assessment tool comes in. It’s the simple way to systematically collect the right information, convert it into business insights, and learn what actions to take based on what’s most important to your customers. Learn more.