Nope, that’s not a typo.
Try looking, hearing, feeling, smelling and tasting your company (brand) and your product. More precisely, you need to experience what your customer sees, hears, feels, smells and tastes . . . and how he or she reacts. Your brand perception is the end result of literally everything your customers’ and prospects’ senses pick up.
From your logo to product packaging to the paint job on your building to how your employees dress, think about what design and color say about you and your company. Are they broadcasting the right message?
What do your prospects hear from and about you in the media? Voice inflection, tone, and pitch tell your customers more than you might think. You truly can hear a smile or a frown over the phone. How does your customer service team handle incoming complaints? Are former and current customers likely to recommend you? Are your employees pleasant, and how do you answer your own phone?
In just a few seconds, prospects and customers get a sense of who you and your company are, sometimes as a “gut” feeling or a first impression that can be positive or negative. They don’t forget it, and if it’s negative it may never change no matter what you do. Do customers and prospects feel they can trust you? Do they feel your honesty and desire to help?
The sense of smell is one of the strongest memory triggers we have. Does your office smell clean or maybe not-so-fresh? Does your receptionist wear a lot of perfume?
Taste is often overlooked. Make sure your product tastes great (if it’s meant to be tasted) and that you don’t skimp on the quality of water or coffee you serve. If you have a vending machine, check to see that it is serviced regularly.
Take the time to look at yourself with all your senses. Once you see the message you are sending your customers, you can understand their perception of you on a deeper level. Most companies don’t do this, so you will be one step ahead.
