If branding is all about perception, is it possible for a business to create the image or perception they want to have in the marketplace?
The answer is yes. Whether you are an established business or an entrepreneur just starting out, you can ‘lead’ target audience in developing a perception about your business. Remember, as we said, that perception is nothing more than a belief someone has established overtime.
Your sale is to project your business in such as a way that the prospective outcome will formulate an opinion or create a perception about your business based on what she has seen or heard.
For instance, let’s take a look at color. Incorporating the five senses as a means to developing our perception can be very powerful. Using our visual sense and in this case looking at color, we can see how color can play a major role in establishing perception.
There are certain colors that we associate with different things on events. We think of baby blue and pink as the colors associated with newborn baby boys and girls, red for love, hence red is used significantly during Valentine’s Day and red for Chinese New Year, the color of luck.
A person considering a day care centre should focus on primary colors red, blue & yellow. The primary colors could be used in the company name, marketing collaterals, (letterhead, business cards, and media kits) and in the décor of the centre itself. The colors signify (again the perception) that this is a place for children.
Parents may have some reservations about placing their child in a centre in which the color used by the company, is all black with Goth décor. I don’t know about you, but this would not instill faith in me about the abilities of the childcare centre.