Strategy for brand perception

In the business world, it is crucial how your brand is perceived by others. External perception can determine success or failure. In this tutorial, you will learn which steps are necessary to shape the desired perception of your brand. You will understand which adjectives and characteristics should be associated with your product or service, and how to ensure that these adjectives are anchored in the minds of your target audience. Let's find out together how you can control your brand perception and which strategies are important.

Key Insights

The way your company is perceived depends significantly on the attributes and adjectives associated with it. The company's appearance, communication, and overall corporate image play an important role. Only when you are clear about these aspects can you work on them in a targeted manner.

Step-by-Step Guide

1. Define the adjectives that describe you and your brand

The first step is to identify the qualities that best describe your brand. Think of the adjectives that come to mind and consider which ones actually suit your product or service. Make a list of these adjectives. It is crucial that you consider which attributes you want to communicate and which you do not. The timestamp for this is 12 seconds.

2. Analyze the perception of your competition

Look at successful brands in your industry and analyze the adjectives often associated with them. For example, Apple is often associated with "Innovative" and "Smart." Consider what aspects of your company can differentiate you from these brands. Use these analyses as inspiration for your own brand staging. The relevant video segment is at 55 seconds.

3. Communicate your corporate image clearly and distinctly

A strong corporate image is essential to evoke the desired associations. Your communication strategies should be aimed at consistently portraying your corporate image externally. This can be done through social media, press releases, or advertising campaigns. Ensure that you remain consistent across all communication channels. You can find video content related to this at 94 seconds.

4. Build trust through reliability

Especially in certain industries, reliability is a crucial criterion. Consider how you can promote this reliability in your marketing strategies. Satisfied customers often share their positive experiences, which in turn instills trust in your brand among other potential customers. This is covered in the video at 99 seconds.

5. Use nostalgia as a strategy

Nostalgic elements can establish a strong emotional connection with your target audience. If you want to revitalize or redesign a product that was popular in the past, you could highlight these nostalgic aspects in your communication. A great example can be found starting at 138 seconds.

6. Emphasize sustainability and health

More and more consumers value sustainability and healthy products. Consider how you can integrate these themes into your brand communication. Whether it's about sustainable materials or healthy ingredients, these aspects appeal to environmentally conscious and health-focused buyers. Valuable information on this can be found in the video at 172 seconds.

7. Experiment with adventures and novelties

Another exciting approach is using the adjective "adventurous." Products that offer unexpected surprises or new flavors appeal to adventurers. Such strategies can help build a dynamic brand that regularly generates excitement. This is discussed in the video starting at 218 seconds.

8. Align your marketing with your corporate image

Once you have clearly defined which adjectives should describe your brand and how you will communicate these attributes, you should ensure that all marketing activities are aligned with them. The combination of history, advertising, and product development should always be viewed in the context of your company's mission statement. You can find more information on this at 296 Sekunden.

Summary

In this guide, you have learned how to actively shape the perception of your brand. By choosing the right adjectives and consistently communicating them, you can significantly influence the image that others have of your company. Follow these steps to successfully position your brand and build a loyal customer base.