Check out this CMSWIRE article by Scott Clark on brand perception and why it matters.
Here is what we had to say:
"At its core, brand perception is what your target audience thinks the moment they hear or see your name. That's where your storytelling begins, and ideally, it serves as the foundation for pretty much all other marketing and communication initiatives by your company.
Often, problems arise where there is siloing between teams. Misalignment occurs when each team takes ownership of building its own framework of messaging values, creating a muddled brand perception when combined together.
For the best outcomes, there needs to be a streamlined central brand core that defines values, vision, storytelling, and all that good stuff that the rest of the teams should use as a starting point in any project. Too often, the branding and storytelling frameworks linger in a forgotten file that is seldom found or referenced.
My recommendation for anyone looking to improve their brand perception is to go back to the drawing board and ensure you have the initial positioning. Then, bring it forward. For every campaign, press release, event, or whatever the occasion may be, refer to that guideline and align whatever you're doing with it. A quick 15-minute checklist to spot-check that alignment has a cascading effect on improving your overall marketing and communications ROI. Sometimes the best solution is the easiest one."
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