Perception Is Reality Is Perception

Rich Cruz

We've written about branding in the past, but often people think that branding is just one's logo, name, or catch phrase. A brand can be defined as that something that makes something different and unique. However, a brand is only effective and helpful to a business when that brand inspires a strong and positive emotion. The job of your enterprise is to create the perception that your company is the absolute best in providing the type of product or service you provide. Is the image of your company on the minds of your customers one that is positive?

A therapist client of ours once gave me the little nugget of wisdom that "perception is reality." It doesn't matter how you perceive your behavior, systems, product, etc., it is how you are perceived by others. There are plenty of good people and businesses out there who, through a mistake or a relationship gone bad, have created a perception that they are quite the scum of the earth. Transversely, there are plenty of (let's call them) bad people out there that are what are known as celebrities--people we celebrate because our perception of them is such that they are placed on a pedestal.

The reality is that we need to, as business people and marketers, develop a positive and memorable image of ourselves... to become the sign of the ultimate authority and the most known, liked, and trusted provider of our product and service. This may not always be an easy task. We are humans, and (last I checked) we are not perfect, and mistakes can be made. Feelings can be hurt, relationships fractured, accounts unpaid, and we can ultimately develop a negative brand.

A negative reputation can literally choke a business to death. We've often heard in retail sales that if someone has a bad experience, they will tell eight other people of that negative experience, and, like a plague, that negativity can be virally shared like weeds in your garden.

Take heart, however. That is what marketing, good marketing, thwarts. Marketing and innovation, as Peter Drucker has said (and what I have quoted on numerous occasions), are the driving forces of business. First, we need a vision of what we want out of our company. We need to innovate new ways to leverage our best product, our best clients, and our best practices to hone this vision.

Once we have a strong vision, it is absolutely imperative to share that vision infectiously. With enthusiasm we need to put our strengths out there and make sure that not only are we targeting our primary targets, but that they are so aligned with your vision that they will act as (as put by Bob Burg, author of Endless Referrals) an army of walking ambassadors for your company.

There are abundant strategies out there to do this. I recommend picking up a book called, "Get Clients Now!" This book allows you to pull together a 28-day marketing plan to help you fill your pipeline and keep in touch with your clients. My friend and mentor, Jim Thompson of Midwest Consulting Group, holds a weekly Get Clients Now! session to help you stay on track and accountable to your action plan. You need not, in your plan to create a strong branding strategy, go it alone. Whether you choose Jim (who I highly endorse), a coach (such as my coach Alex Livieratos of Business Power Coach), or a business buddy, accountability will play a vital role in your ability to build your brand stronger than ever. It's also a great way to create generals for your army.

Why would a sign company talk about all of this. The fact is, there are two reasons why I write about this timely subject:

1. I am not immune to mistakes, bad reps, and less-than-effective marketing strategies. I've made some real "boo-boos" in my business. However, rather than choosing to view them as liabilities, I've chosen to accept them,  and use them to help others as an valuable knowledge-base asset. My hope is that this article provides you, the reader, with some value--food for thought and hope for either turning your business around or moving to the next level.

2. Then there is the "marketeer" side of me that writes this to demonstrate how we can help. I asked earlier, how does your company look in the eyes of your clients?

• Are you using homemade business cards from your desktop printer?
• Are you creating paper signs on the same printer?
• What about using a "free" sign or printing service that uses the SAME template all the time that you see everywhere?
• Are you using an @yahoo.com, @gmail.com, @comcast.net email address which promotes these web companies and not your business?

If you are, how is that working for you. When you see others using those low-cost "guerilla marketing" techniques, what is your perception of these people. Are they trustworthy? Will they be in business long? Are they transient? Is this representative of the quality that you can expect from the company?

Professional full-color banners / posters, expertly crafted signs, commercial printing, branded business attire, and imprinted promotional products create the perception that your company means business. Care put into your branding, your perceived value, leaves a lasting impression on your clients. These strategic tools with a great design, a strong logo, and high quality materials will make your image strong. Your vision becomes realized, your reality is the perception that you've branded on the minds and hearts of your clients and prospects.

Certainly, personalized home-made cards and letters can be an integral part of your marketing strategy--and it should be! However, consider using high-quality custom stationary, professionally printed cards, a card service like SendOutCards.com (ask us for more info on that), and use professionalism. Kindergarten arts and crafts will not be put on the prospect's refrigerator.

In summary, remember, the reality of the success of your business lies in the perception your clients, prospects, and referral partners have of you. Put your best foot forward. An investment in your image can make a world of difference in driving your business to achieve its ultimate vision!