You’ve worked hard to build the reputation of your company as well as your own. You have a very specific vision about what you represent. With all this hard work it is difficult to accept that, when all is said and done, you don’t control your image. Your image is based on the perception of others.
How your customers perceive you may or may not be correct, but it is your brand. Was-Mart found this out when they tried to change their image. They designed a new logo, cleaned up and redesigned stores, and raised prices. Their sales dropped because no matter what they wanted to project, their customers perceived them as low prices. Without the lowest prices customers perceived no value to shopping there.
Here are some tips to better align your perception with that of your customers:
- Talk to customers: Keep the lines of communication open. The more information you have on what your customers are thinking, the better you can respond to differences between what you think your image is and what your customers think it is.
- Keep it simple: If you try to do too much you will confuse people. Focus your message on one or two items.
- Be consistent: Your image is created over time. If you switch paths often you will lose your audience and they will create their own image of what you are.
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