Mark Osborne explains how audience perception shapes your brand's reality. What people believe about you matters more than what you intend to communicate, and every branding activity either reinforces or undermines that perception.
Your brand is a perception and their perception is reality to them. They think you're not honest, then you're not honest in their eyes. Okay? So like, okay. So if they think that you're really kind, then you're really kind. So the perception in their mind is what you get to— and here's the verb— shape. Branding is all those things we get to do to shape the perception in the mind of those target audiences we most want to impact.
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