Influencing Perception Of Your Brand

When it comes to a brand, most marketers take great care in creating the visuals that dictate their brand and products. They know about logos, color palettes, fonts, and other visible and recognizable assets that represent and reinforce their brand. But when dealing with your brand, it’s equally important to manage and shape the PERCEPTION of your brand. Perception is the process of determining the properties of a stimulus (in this case, your brand) using one or more of our five senses: vision, hearing, taste, smell, and touch. Perception goes much deeper than what you “see.” It creates a total experience for a consumer that influences their opinion of your product and, if done right, their purchase of it. When creating perception for your brand and its products, some things to consider are the size and shape of packaging (does it attract attention?), the color (does it make the product stand out? Is warm or cool better?), how does the product smell? (is it aligned with the image you want to portray?), how does your product feel? (is it sleek? Does it feel good in the hand? Is it smooth?). In essence, everything and anything related to a customer’s senses can create a physiological and emotional response in them that can either sway them to buy your product or turn them off and walk away. So, as a marketer, make sure you keep all of this in mind when you create the perfect combination that creates the complete image of your brand and its associated products. And if you play your cards right with perception, you will create a POSITIVE image that will make a customer more likely to choose your product over a competitor’s.

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