By Alan Graner
Perception: You see your company as the low price leader that helps save families hundreds of dollars a year on the things they need.
Reality: The marketplace views your company as a purveyor of shoddy merchandise that isn’t even worth the low price you charge.
The marketplace is always right…even when it’s not.
How do you make your perception a reality?
How do you want to be perceived? The reliable company? The cutting-edge company? The can-do people? This is your positioning.
How are you actually perceived in the marketplace? Good? Bad? Indifferent?
Let’s say you want to be The Reliable Company. This requires a commitment from everybody from the CEO to the receptionist.
It means your purchasing department is committed to buying only reliable products. Your customer service reps are committed to reliably solving customers’ problems. Your repair department is committed to fixing things right the first time. Your receptionist always answers the phone within three rings and quickly directs callers to the right person.
Your positioning as The Reliable Company forms the bedrock of all your marketing communications. Case studies tell the story of how your reliability saved a company from a major loss. Your press release extols your latest reliability award. You write articles on the importance of reliability in your industry.
You constantly scour traditional media and social media to see how they portray your company and, whenever a misconception or half-truth appears, you act quickly to counteract it with facts and examples.
As a result, when someone mentions your company they’ll say, “Oh yeah, they’re the reliable people.”
Perception has become reality.
How are your company/products/services perceived? Is it accurate? If not, how did you change the perception?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business marketing content and distribution firm. For content that makes you stick out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.