Marketers, we don’t sell products. We sell the way people perceive them.

Working with marketers across different industries, the discussion always comes up: In marketing (and beyond) the reality of a brand and how the audience perceives it are two completely different things. And this gap between reality and perception is what determines a brand’s success.

Think about it: There are brands that do not have the best products in the market, yet they hold the strongest position in consumers’ minds. This is not a coincidence, it is the result of a strategic approach implemented by the company’s marketing team.

What is brand perception?

Brand perception is the collective impression, feelings, and associations that customers have about a brand. It is shaped by every interaction they have with it, whether through advertising, customer service, product quality, social media presence, or word of mouth.

Unlike branding, which is what a company tries to project, brand perception is how people actually see and experience the brand. It’s influenced not only by direct experiences but also by third-party opinions, online reviews, and cultural narratives. Essentially, it is the reputation that exists in the minds of consumers.

Your brand… doesn’t exist

I know, it sounds strange. But the truth is, your brand is not something tangible. It is not your logo. It is not your product. It is an idea. A feeling.

The concept of a brand is intangible. It does not exist in the physical world. It exists only in one place: in the mind of the customer. And this means something very important: everything we do in marketing is not about the product itself but about the perception we want to create.

Functional vs. emotional benefits: Where should we focus?

Most brands fail because they focus solely on the functional characteristics of their products. They try to convince the audience that their product is “better” through numbers and technical specifications. However, customers don’t make purchasing decisions purely logically, they make them emotionally.

In a previous video, I mentioned that people choose with logic but ultimately buy with emotion. That is why, in order for your brand positioning to be successful, you must combine functional and emotional benefits, the rational and emotional value your product offers to the customer.

This is what we call brand value proposition, the unique promise you make to the customer about why they should choose you over the competition. It is how you directly answer the ultimate consumer question: “What’s in it for me?”

Apple doesn’t sell technical specifications. It sells beautiful design, innovation, simplicity, and status. Nike doesn’t sell shoes. It sells self-confidence, the feeling of being a winner. The perception that people have of a brand is what makes the difference between success and failure.

Examples of top brands

If branding were just about the product itself, these brands wouldn’t have built such dominant positions in the market. Look at what each brand technically sells versus what people actually buy from them:

• Coca-Cola → It doesn’t just sell a soft drink. It sells happiness, emotions, moments.
• Tesla → It’s not just a car. It represents the future, technology, and transformation.
• Apple → It doesn’t sell smartphones. It sells design, innovation, status, and experience.
• Nike → It doesn’t sell shoes. It sells self-confidence, the feeling of a champion.
• Red Bull → It doesn’t just sell an energy drink. It sells extreme sports, lifestyle, adventure.
• Rolex → It doesn’t sell watches. It sells success and prestige.

No one pays ten times more for a smartwatch just because it has better technology. They do it because they want to belong to a certain group of people.

Why is brand perception important?

Brand perception is crucial because it directly affects a company’s customer loyalty, sales performance, and competitive advantage. A positive perception leads to stronger customer trust, brand advocacy, and willingness to pay premium prices.

On the other hand, a negative or weak perception can make even the best products struggle in the market. In today’s digital world, where customer opinions spread instantly through social media and reviews, perception is more powerful than ever. Businesses that actively shape and monitor their brand perception can maintain relevance, drive emotional engagement, and build long-term customer relationships.

How do we measure brand perception?

Perception is not an abstract concept. There are concrete ways to measure and strategically shape it:

• Consumer Research: What do people believe about your brand?
• Social Listening: What are they saying about your brand online?
• Customer Feedback: How do customers react to the experience you offer?
• Brand Tracking Metrics: How does audience perception evolve over time?

All these data points help determine whether the perception you have built aligns with what you aim to project.

What should marketers do?

Building the perception you want is not random. It is a strategic effort.

You must:

• Define a clear brand identity. If you don’t know what your brand stands for, neither will your customers.
• Communicate emotionally, not just logically. Purchasing decisions are emotional.
• Ensure consistency across all touch-points. If your brand is meant to be premium, every customer interaction should confirm that. Consistency is key.

Remember: Your brand is not what you claim it to be internally. It is what your customers believe it is. You can’t enter their minds, but you can shape the image they have of your brand.

It’s not your product. It’s your customer’s perception of your brand. And perception is never accidental. It’s up to you to craft it strategically.