Four Ways to Control How Your Business is Perceived

StrategyDriven Marketing and Sales Article
In today’s global economy, competition is fiercer than ever, and businesses need to do everything that can to stand out from the crowd. Understanding and controlling how your business is perceived is crucial if you want to be sure you not only get the attention of your customers, but also leave the right impression.

Ask for feedback

Before you make any changes to the corporate image of your brand or business, you first need to understand what the current perception is. The best way to achieve this is to ask for as much feedback as possible. Don’t restrict your enquiries to your current customer base – they are likely happy with the status quo otherwise they would not be using you. Instead, find out how your brand is perceived by those currently making use of other services, especially those of your closest rivals.

In this digital age, the perception of your business matters more than ever as it is the fundamental reason why consumers choose one product over another. Potential customers don’t only want to be sure that they are getting good value for money for the products or services they buy, they also want to be able to feel good about what they are doing.

Use high-quality promotional materials

Bespoke printed folders with contents that perfectly match the nature of your business are a great way to ensure your company or services are perceived in the way you wish. They not only boost awareness of your brand but also its identity. The flexibility of the format means your folders can contain anything from price lists and press releases to sales brochures or vouchers for special officers. You can also adjust the size of your folder to enable it to carry a DVD or other multi-media material. Position these around your office and reception area; use them for meetings and give them to customers and clients.

Stay on top of your social media accounts

With the right combination of tweets, posts and stories, your social media accounts can help you connect with millions of people all over the world. However, one slip-up can have lasting repercussions. In 2014 a young employee of American Apparel tasked with finding a picture to fit in with a 4th of July celebration posted a picture of what turned out to be the Space Shuttle Challenger exploding to the corporate Tumblr account. The image was swiftly removed and an apology posted, but the damage had already been done with many perceiving the company to be insensitive and incompetent.

Keep on top of your social media and use your accounts as a means to connect with your customers. If a mistake is made, apologize.

Avoid complacency

The world continues to change at a rapid pace, but if your business insists on standing still and doing things the ways they have always been done, it will soon be seen as a dinosaur and get left behind. Always keep tabs on the competition and any key developments in the field in which you operate. By being aware of potential changes to the market well in advance, you’ll be in a position to ensure your products and services remain desirable for decades to come and cement a reputation for being a forward-thinking organization.

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