How is perception perceived?

Perception is a powerful force. It’s not just about what your brand does but how it’s seen, felt and remembered. In the B2B world, you might think that decisions are often driven by logic. But the notion that we all turn into emotionless robots the moment we scan our ID at reception is, well, a bit illogical. Perception is an image-defining, feeling-inducing concept that can make the difference between being shortlisted or getting sidelined. 

That said, it seems perception in B2B brand building is largely ignored. So let’s explore why perception matters and how to harness it to create a competitive advantage.

Why perception is everything

Think about some of the world’s most successful B2B brands – Microsoft, IBM, or Adobe, for example. What do they have in common? Yes, they deliver exceptional products and services but more importantly, they’re perceived as innovative, trustworthy, and industry leading by millions. These perceptions aren’t accidental. They’re the result of deliberate efforts to shape how their brand is viewed in the marketplace. 

“The perception of value is more important than value itself.”

Seth Godin

What the godfather of marketing is referring to here is headspace. Perception is an emotional thing. Ergo the perception of value is also a deep inward feeling. And it’s this that is the driver for the fast recall centres in our brains. Try this exercise. Think of a word. For example, FUNNY. Then, within a few seconds, blurt out a brand. Now, consider why you named that particular brand. Chances are it’s because their brand-building efforts have helped you form a perception of what that brand means to you in your head. This kind of recall is what your B2B brand-building efforts (eventually) want to replicate.

The role of emotional resonance

With B2B buyers only looking to buy 5% of the time¹, one’s perception of your business will instinctively place you in a mental priority queue. Basically, the B2B equivalent of waiting to be picked for the playground football game. There will be a time for rational thinking, but in a high-paced, pressurised professional environment, the decision making starts with perception. Only after the shortlist has been created will more rational choices be made.

What this means is your brand-building efforts require timely doses of creative brand-led messaging, mixed with easy-to-find facts about your brilliant products and services. And, as your brand salience grows, the reliance on functional information becomes less.

The risks of neglecting perception

Here’s the kicker: perception doesn’t take care of itself. And brands are all fighting for the same finite amount of emotional capital. Failing to be present can leave you drifting to the point where you might as well put your messaging in a bottle and kick it into the Atlantic. Here’s how the risks might turn into realities:

Missed opportunities

If your brand feels outdated or lacks clarity, the audience might overlook you in favour of a competitor who appears more in tune with their needs. The knife twist here is it could take you even longer (and therefore more dosh) to get your reputation back to where it was.

Peaks and troughs

If you solely rely on functional feature-led messaging, you’ll soon find yourself climbing more hills than the Tour de France peloton. Being a regular first pick in the playground means more consistent revenue. 

Internal challenges

Your brand doesn’t just influence external audiences; it also affects employee engagement and recruitment. A brand that feels misaligned, uninspiring (or worse, non-existent) can impact internal culture and motivation – and the ones who ultimately suffer are your customers. 

By addressing these risks early, you’ll be better positioned to strengthen your brand’s perception and seize the opportunities it creates.

Where to start

Before we divulge where to start, we’ll address the ‘when’. ASAP is the short answer. Good perceptions are not easily earned and bad perceptions develop quickly. There is good news though – a creative brand campaign means you’ll be changing how you’re viewed in just a couple of months. 

Beyond that, you’ll need the following:
A brand narrative that is meaningfully different. Or you’ll simply become part of the noise.

Bravery will help, too. An open-minded approach will set you up to stand out, which in turn will make you memorable. And nothing beats being memorable.  

Audience insight. This is a biggie. What do you do that benefits your audience? Understanding this will unlock a lot of perception-enhancing doors. From there your key message will be easier to develop and way more impactful.

The silent power in B2B success

You can’t hear perception. But its fallout can be read by all on social media. Ultimately, perception is the bridge between what you offer and how your audience values it. By shaping how your brand makes people feel on an inherent level, you position your business not just to compete, but to lead. 

Developing a positive perception of your brand isn’t a ‘nice to have’; it’s business critical. And in the fast-paced world of B2B you might perceive that to be pretty urgent.

1. B2B Institute ↩︎