Unlock the Power of Brand Perception: Build Trust and Loyalty
By: Hebé Lugo Nazario
Brand Perception: What You Promise vs. What They See
What Is A Brand
When we think of a brand, dozens of names probably come to mind. However, a brand is not just “a name.” A brand is a concept—a combination of elements that include a name, term, sign, symbol, design, or any mix of these that identifies a company’s products and services and differentiates them from competitors.
This is how the American Marketing Association (AMA) defines “brand.” Therefore, a brand is essentially a set of values that consumers associate with a specific product or company.
Why Brand Values Matter
Brand values are what differentiate a brand from the competition. In fact, they shape how consumers perceive and position the brand in their minds compared to other brands in the same category.
Let’s take a classic example: Coca-Cola.
What comes to mind when you think of Coca-Cola?
The distinctive white cursive letters on a red background immediately evoke feelings of happiness, joy, festivity, togetherness, and tradition. These associations are the foundation of the “Coca-Cola” brand. Consequently, Coca-Cola represents a set of values that consumers have learned to connect with the product over time.
A brand is not just a logo—it’s the emotional and psychological response consumers experience when they interact with a product.
The Challenge of Perceived vs Proposed Values
A brand’s identity is built on the values it projects to consumers. However, attributing values to a brand is subjective. Each person has different values, which makes them difficult to measure.
Although most consumers might share a general understanding of a brand’s values, misalignment between the proposed values and the perceived values can signal trouble.
If a brand is perceived differently by consumers with similar profiles, this suggests a problem with communication, positioning, or branding. In other words, it means the brand hasn’t successfully conveyed its value proposition to the market.
The problem isn’t always the product—it’s how the brand presents itself.
What Happens when the Brands Perception Shifts
Misalignment between proposed and perceived values creates a gap—a disconnect that weakens brand positioning. For example, if a brand promotes itself as innovative and cutting-edge, but consumers experience poor service or outdated technology, the perceived value will not align with the proposed value.
Brands can adjust their messaging and strategy to close this gap. This is one of the core functions of marketing. Successful brand management involves continuously monitoring and aligning consumer perception with the brand’s value proposition.
Perceived values are not static—they evolve over time. Market trends, competition, and consumer behavior all influence how a brand is perceived. Therefore, brands must remain flexible and adaptive to these changes
When Brand Perception Changes
- Intentional change – A brand may deliberately modify its value proposition to target a new audience or reflect changing market conditions.
- Unintentional change – External factors such as market trends, competition, or shifting customer expectations can alter brand perception even if the product remains unchanged.
- Competitive pressure – If competitors redefine the market’s standards, even a strong brand may appear outdated unless it adapts.
Why it Matters
At Strategic Minds, we understand that a brand’s identity extends beyond its logo and products. Successful brands build emotional connections with consumers by consistently reinforcing their values across all touchpoints.
Our experienced team develops targeted strategies to strengthen brand identity, ensuring that perceived values align with the brand’s core values.
We help brands:
✔️ Identify misalignment between proposed and perceived values.
✔️ Develop a consistent communication strategy to reinforce brand identity.
✔️ Adjust marketing strategies to reflect changes in consumer behavior.
✔️ Build emotional connections that enhance brand loyalty and trust.
We invite you to analyze each point that is expose through this blog and take the necessary action before you see your brand die. If you understand that your brand or offer does not match, we can help your brand take a turn towards transformation.
