How can you positively influence customer perception?

How can I positively influence customer perception?

Why do some customers remain loyal to a brand while others switch as soon as a competitor arrives? It all hinges on customer perception. This perception is the mental and emotional image your customers associate with your brand image.

The good news is that you can influence it to become a true growth lever. How? By working on three fundamental axes.

1. Create a Strong Brand Image

The basics: values, brand authenticity, and clear messages

Your brand image is what remains in your customers' minds when they think of you. A strong image is based on solid values and consistent communication. Successful brands don't just sell a product; they embody a vision, a promise.

💡 Why is this essential?

Today, consumers seek brands that resonate with their personal values. They don't just want to buy a product; they want to support a mission or a cause.

👉 To create a strong image:

• Define your core values: Ask yourself what differentiates you and what you want to represent (sustainability, innovation, inclusivity, etc.).
• Communicate your identity: Clearly display your values in your advertising campaigns, on your social networks, and even in your points of sale.
• Be consistent: Every interaction with your customers—emails, packaging, social networks—must reflect your identity. For example, a premium brand must pay attention to every detail, even in the design of its emails.

Example: Patagonia

This outdoor clothing brand built its image around ecological commitment. It doesn't just sell products; it defends a sustainable planet. The result? Patagonia is perceived as authentic and ethical, which retains its customers.

📝 Anecdote: A few years ago, Patagonia launched a provocative campaign titled "Don’t Buy This Jacket." The goal? To encourage consumers to reduce excessive consumption and prioritize sustainability. This initiative, far from harming sales, reinforced the perception of Patagonia as an authentic brand that respects its values.

To delve deeper into the topic or discover other examples, read our article on Marketing Positioning HERE.

2. The Role of Emotions in Customer Perception

Touch the heart before convincing the head

Emotions are at the heart of purchasing decisions. A campaign that makes you smile, cry, or dream is much more effective than a simple promotion. Why? Because customers often buy with their hearts before thinking with their heads.

💡 The impact of emotions:

Brands that know how to create an emotional connection become memorable. They don't just sell a product; they create a customer experience.

👉 How to activate emotions?

• Tell a captivating story: An authentic story about your brand or your customers can leave a lasting impression. For example, a baker who tells how he perpetuates a family tradition will attract customers seeking authenticity.
• Use powerful visuals and colors: The color palette and visuals should reinforce the emotion you wish to convey (calm, excitement, nostalgia, etc.).
• Play on universal themes: Sharing, family, or success are themes that touch everyone, regardless of their situation.

Example: Dove

With its "Real Beauty" campaign, Dove transformed the perception of beauty by celebrating authenticity and inclusivity. This emotional message created a deep connection with its target audience.

📝 Anecdote: A Dove advertisement featured women invited to describe themselves to a portrait artist. The result? The descriptions made by their loved ones were much more flattering than their own perceptions. This campaign touched millions by highlighting perceived beauty and real beauty.

Discover the campaign by watching it here: Dove's Real Beauty Campaign

This campaign perfectly illustrates how effective storytelling can enhance closeness with your clients. To learn more about the art of storytelling, check out our detailed article here.

3. Managing Customer Reviews

Turn every feedback into an opportunity

Customer reviews play a central role in the perception of your brand. Today, 93% of consumers read online reviews before making a purchase decision. What customers say about you directly influences how prospects perceive you.

💡 Why is it crucial?

An untreated negative review can harm your image, while a well-leveraged positive review can reassure and convert. It's a double-edged sword, but when used well, it becomes a powerful lever.

👉 Strategies for managing customer reviews:

• Respond to all reviews, positive and negative: A quick and empathetic response shows that you care about your customers.
• Learn from criticisms: Every negative feedback is an opportunity for improvement. Analyze trends to identify areas to correct.
• Highlight positive testimonials: Publish them on your website, social networks, and even in your advertising campaigns.
• Create a space for feedback: Encourage your customers to share their opinions through surveys or dedicated platforms.

Example: Airbnb

Airbnb encourages reviews after each stay. Feedback not only helps improve their service but also reassures future clients through the testimonials of satisfied travelers.

📝 Anecdote: A famous anecdote involves an Airbnb host who received a negative review about the cleanliness of his house. His response? An immediate refund and photos proving he had rectified the issue. This gesture not only regained the client's trust but also attracted visitors impressed by his transparency.

In Conclusion

Influencing customer perception takes time and consistency, but the results are worth it. A strong brand image, well-targeted emotions, and proactive management of reviews can transform your brand into an indispensable reference.

Take a moment to reflect: How do your customers perceive your brand today? If the answer isn't what you want, these strategies are here to guide you. So, ready to act?

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