At least 81% of consumers need to trust a brand to consider buying from it. That means one thing: what your audience thinks of your brand can either make or break your brand reputation. At least It’s the lens through which they view your products, services, and overall values—and if that view doesn’t match up with the reality of what you offer, you risk losing their trust.
The truth is, perception is often more powerful than reality when it comes to brand loyalty. If customers believe your brand stands for something, but your actions don’t align with that belief, they’ll start questioning your credibility.
So, how do you close the gap between the image you project and the experience you deliver?
We’ll dive more into it so we can find the answer.
Photo by Andrew Petrov on Unsplash
Brand perception vs. brand reality: Knowing the difference
Brand perception and brand reality are two sides of the same coin, yet they’re often worlds apart. The gap between these two can be subtle, but it’s always significant.
If your audience’s perception doesn’t align with the reality of your brand, it can lead to confusion, disappointment, and, ultimately, a loss of trust.
Understanding this distinction is the first step in building a brand that not only looks good but lives up to its promises.
Brand perception
Brand perception is the image or impression that people have of your brand, whether they’ve interacted with it directly or simply encountered it through advertising, social media, or word of mouth.
It’s built over time through every touchpoint a customer has with your brand; your messaging, customer service, visual identity, and even how others talk about you.
Take Nike as an example. Over the years, Nike has cultivated a strong brand perception built on values like empowerment, determination, and innovation. Their “Just Do It” slogan has become synonymous with pushing past personal limits.
They’re seen as a brand that champions individual greatness, and they’re often associated with athletes who overcome adversity to succeed.
However, the reality of Nike’s operations isn’t always perfectly aligned with this image. For instance, the brand has faced significant criticism over the years regarding labor practices in overseas factories, leading to concerns about ethics and sustainability.
While Nike has made efforts to address these issues, such as improving factory conditions and promoting sustainability through initiatives like their “Move to Zero” campaign, the gap between their perceived values and the reality of their business practices has caused public backlash at times.
This illustrates how brand perception can be incredibly powerful, but also fragile.
Brand reality
Brand reality is the truth behind the image you’ve created and how your business actually operates. It’s everything your company stands for, from the quality of your products and services to the values you uphold in your day-to-day practices.
While brand perception is shaped by external influences, brand reality is driven by internal actions and outcomes.
It’s what actually happens behind the scenes, like how you treat your employees, the quality control in your manufacturing process, the actual customer experience, and how consistently you deliver on your promises.
The reality of your brand should always match or exceed the perception you’re trying to build. When the two align, trust is fostered, and a loyal customer base is formed.
How to align brand perception with brand reality
Now that we’ve explored the difference between brand perception and brand reality, it’s time to focus on how to align the two.
So, how do you make sure both sides are on the same page? Here are some key strategies to help bridge the gap and ensure consistency between perception and reality.
Be the real you
Customers appreciate honesty, and when a brand is open about its operations, values, and even challenges, it builds credibility. Authenticity also plays a key role.
Customers can tell when a brand is being genuine versus when it’s just saying what it thinks people want to hear. If your marketing materials highlight values like sustainability but your products don’t reflect that commitment, customers will quickly catch on.
Don’t just talk the talk but also walk the walk. The more you demonstrate your true values and practices through actions, the more your brand reality will align with the perception you’re creating.
Always keep your promises
If your brand promises high-quality products, exceptional customer service, or innovative solutions, it’s crucial that you consistently deliver on these promises at every touchpoint.
Whether a customer is browsing your website, making a purchase, or interacting with your support team, their experience should align with the expectations set by your brand.
Every positive experience strengthens the perception of your brand, while any inconsistency can quickly erode trust.
For instance, if you’re an explainer video company, your brand promise might be delivering clear, engaging, and high-quality videos that simplify complex concepts in an estimated timeframe, say 2 weeks.
If you’re unable to meet that deadline, or if the video quality falls short of the client’s expectations, it creates a gap between your promise and the customer experience.
Remember that building and maintaining consistency isn’t a one-time job. You need to do it consistently, time and time again.
Gather and act on feedback
Customer feedback is a valuable tool for identifying discrepancies between what you think you’re offering and what your audience is actually experiencing. Always listen to your customers and understand how they truly perceive your brand.
Use surveys, reviews, social media comments, and direct feedback to gather insights into how people feel about your brand.
Pay attention to patterns or recurring themes in both positive and negative feedback. If customers are expressing confusion about your brand’s message or experiencing issues with your products or services, it’s important to address these concerns head-on.
Align your internal culture with your brand values
The way your team operates internally plays a huge role in shaping brand reality. If your brand promotes values like innovation, customer-centricity, or sustainability, these values need to be deeply embedded in your company culture.
When your employees live and breathe the same principles you market to the outside world, it creates an authentic connection between perception and reality.
For example, if your brand promises exceptional customer service, it’s crucial that your team members are trained and motivated to provide just that. If sustainability is part of your brand promise, ensure that your supply chain, office practices, and even the products you use reflect those values.
When employees align with the company’s mission and vision, it creates a seamless experience for your customers, reinforcing the brand’s authenticity.
Consistently monitor and adjust your brand messaging
Consistently communicating the same values, promises, and key messages across all platforms is vital for aligning perception with reality. Whether it’s your website copy, social media posts, advertisements, or email campaigns, every message should reflect the true essence of your brand. Regularly review and adjust your messaging to make sure it stays relevant and accurate.
But remember that trends, consumer behavior, and market conditions shift all the time. Keep a pulse on how your messaging is being received otherwise, it can cause your messaging to become misaligned with what your audience expects or needs at the moment.
Wrap Up
Aligning your brand perception and reality should always be an ongoing process that requires dedication, introspection, and a genuine commitment to growth. The key is to stay engaged with your audience, remain open to change, and continually assess how your brand is evolving.
When perception and reality are in harmony, your brand becomes a trusted entity that resonates with people on a deeper level. In the end, this alignment not only strengthens customer relationships but also propels your brand toward lasting success.
