The perception gap

If I had a dollar every time someone told me, “Your brand is what your customers think it is,” I would be pretty well off. In effect, what they are saying is that perception is reality.

The answer is yes AND no.

That suggests that you have no control over perception. But the fact is, perception doesn’t happen in a vacuum. Most likely, something you did created that perception gap. Someone experienced something, read something, heard something and that became their reference point for your brand – and those things you can exert some control over.

It is certainly true that we can’t totally control everything out there; people will put their own spin on things no matter what. But that doesn’t mean it’s all out of your hands – far from it.

Here’s an example of the perception gap at work, and how easily it can turn around.

My perception of Dick Smith has always been that it is somewhere to go to get electronic stuff at reasonable prices. Pretty much interchangeable with the other stores that sold the same kinds of things. My experience with them had always been that, what I saw and heard supported that.

That is until last week when I went to buy a TV for my mum and the girl who served me changed my perception of Dick Smith. She helped me find the right product and then went to work to get me the best price. She was helpful, seemed knowledgeable and took the time to ask if there was anything she could have done to serve me better. I’m sure most of you will recognise what an unusual experience that was.

I’m not sure if she was an outlier that I was lucky to get, or whether everyone at Dick Smith has that same zest for their job, but she made a huge contribution to my experience and that experience shifted my perception. Of course, that could all change next time I step inside a Dick Smith store (although it would be nice to believe that she is representative of their staff training and culture).

And I guess that is the last point to consider. Perception is a moving target, it can change for the better and just as easily swing back the other way. The gap can be huge or non-existent in the space of an interaction.

So to have a fighting chance of perception being aligned with reality you’ve got to be deliberate, forget trying to “change perception” with spin, make sure your beliefs and actions are aligned across the business, make sure your staff know what matters to you and keep your promises.

See you next week.

Michel Hogan is a Brand Advocate. Through her work with Brandology here in Australia and in the United States, she helps organisations recognise who they are and align that with what they do and say, to build more authentic and sustainable brands. She also publishes the Brand thought leadership blog – Brand Alignment. is a Brand Advocate. Through her work with Brandology here in Australia and in the United States, she helps organisations recognise who they are and align that with what they do and say, to build more authentic and sustainable brands. She also publishes the Brand thought leadership blog – Brand Alignment.