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The Perception Gap

What we see, the physical and tangible, is typically what informs our decisions. Whether or not we like a person or relate to them can be decided in a split second simply because of something we see that triggers a subliminal reaction, and a judgement is formed.
The same choices are made when a consumer interacts with a salesperson, a product, a website,  or a marketing message. You have a mere moment to make that impression, and the impression will likely last far longer than the time they spent interacting with whatever touchpoint they’ve come across.

The upside to this is there is always opportunity to change that perception. Companies who are savvy to it, who invest in their brand, can influence how they are perceived simply because they care about it.

This is where the gap is.

A startup can take the time to develop their brand, figuring out how to present themselves to the world in the best light. That time and attention to the details can create a perception of being more established, of doing a better job at whatever it is they do, and build a sense of trust, even if false, with their intended audience.

On the opposite end, the company who has been in existence for decades, who is strong and established, could never have given a thought to their logo, doesn’t have a website, and just doesn’t see the value in online marketing. They might be successful, but as newer competitors enter the market, their share is starting to drop. Regardless of how well they might do what they do, or how brilliant their products are, they are perceived as old, slow and out of touch.

The perception gap works in both ways, it’s all in how you look at it.

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About the author
Tommy Spero
CD @SoulNYC Founder @MixLuvCollab @MusicMy1stLang Hubby/Dad / #Drummer / Speaker / Writer / Marketing Expert on All American Makers premiering January 2015 on @ScienceChannel

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