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Perceptions can't be changed from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
Perceptions are like concrete. Once they harden, they can't be changed. This is a fundamental law of branding. You can't change the way people think about your brand overnight. It takes time and effort to reshape perceptions. Many companies make the mistake of trying to change perceptions too quickly. They launch new advertising campaigns or change their logos in the hopes of changing how people see their brand. But this rarely works. People have already formed their opinions about your brand, and it's hard to change their minds. Instead of trying to change perceptions, it's better to work with them. Understand how people see your brand and find ways to strengthen those perceptions. Build on what people already believe about your brand, rather than trying to tear it down and start over. One way to work with perceptions is to focus on what makes your brand unique. Find the qualities that set your brand apart from the competition and highlight them in your branding efforts. By emphasizing what makes your brand special, you can reinforce the perceptions that people already have about your brand. Another way to work with perceptions is to stay consistent in your branding efforts. Don't change your messaging or your logo too often, as this can confuse people and weaken their perceptions of your brand. Instead, stick to a clear and consistent brand message that reinforces the perceptions you want people to have.- Perceptions are hard to change, but with the right approach, you can work with them to strengthen your brand. By focusing on what makes your brand unique and staying consistent in your branding efforts, you can reinforce the perceptions that people already have about your brand.
