Perception is the way people, audience see you. Perception can be negative or positive. Your brand may be the greatest with solid promise, but if the experience your audience gets about you does not agree with the intention you are trying to create there can be a whole lot of problem.
Perception management is often define as actions to convey,or deny selected information and indicators to audiences to influence their emotions, motives, and objective reasoning. Another way we can look at perception mangement is Perception is “a way of considering, understanding or interpreting an idea”. If this is left to chance there is danger. Perceptions have to be continually managed. Relationships have to be built and built to last. Communication strategies need to be put in place. Information must flow. Someone has rightly said “Just because truth has been omitted, does not mean that truth is not true. Just because reality has not been perceived, does not mean that it is not real.” So it is a prerequisite that every brand ensures that truth is not omitted and wrong doings are not propagated about them.
Our research shows that the followings are essential to effectively manage perception.
1. Visual, identity: people are wired to first notice individual or corporate brands appearance. Our identities, visuals can send mixed feelings about who we are. We all need to manage how we are seen. One of my friends an image consultant-Lolu Mogaji talks of S.H.E factors. This is how you are seen, heard and experience. Manage these to your advantage. Do not handle your identity by yourself except you are a professional or leave it to chances by giving it to a quack.
2. Message/value perception: Is there any value in your value proposition? The promise you crafted, is there any value that the audience can pick. Is your promise egocentric- that which is focused on you and your ability?
3. Project yourself to shatter negative: You need to project yourself as the one that knows your job. This requires expertise. You must do this in a way that your audience will think there is no one like you and working with you is the best thing that can happen to them. This is should be the truth because you are good at what you know how to do.
Our admonition, be good and know how to communicate it.
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