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Brands are perceptions from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
Brands are perceptions. In other words, what people think about a brand is more important than what the company thinks about its brand. This is a fundamental concept that many companies fail to understand. They focus on what they want their brand to be, rather than what their customers actually perceive it to be. This can lead to a mismatch between the brand's intended image and the image that consumers actually have in their minds. And when there's a disconnect between perception and reality, it can be difficult - if not impossible - to build a strong and successful brand. To illustrate the importance of perceptions, let's consider a well-known brand like Coca-Cola. The company may want consumers to see its brand as fun, refreshing, and timeless. But if consumers actually perceive Coca-Cola as unhealthy, sugary, and outdated, then the company's branding efforts will fall flat. This is because consumers' perceptions ultimately shape their purchasing decisions. If they don't see a brand in a positive light, they're unlikely to buy its products. So, how can companies ensure that consumers perceive their brand in the way they want? The key is to align their branding efforts with consumers' existing perceptions. This means understanding what consumers already think about the brand and then crafting messaging and marketing strategies that reinforce - rather than contradict - those perceptions. In other words, companies need to meet consumers where they are, rather than trying to force them to see the brand in a new light.- Brands are not just logos, slogans, or products. They are the sum total of consumers' perceptions, beliefs, and experiences with a company. And it's these perceptions that determine a brand's success or failure in the marketplace. By focusing on shaping and influencing those perceptions, companies can build strong, resilient brands that resonate with consumers and stand the test of time.
