As much as we’d like to deny it, most of us will judge a book by its cover at one point or another, well maybe more than just books. It’s natural to be visually stimulated and many cases it just makes sense. Consider the hundreds of interactions we have with others every single day. There just aren’t enough hours in the day to “get to know” everyone that we come across that day. Nevertheless we have to make decisions and balance options with nothing more than our initial perception and instinct about others.
When you stand in front of the endless store isles or rummage through endless web links the same principles apply. You see it everyday, the good, the bad, and the ugly. The shocking thing is that people make purchases based on the perceived value not their actual value, mostly for the same reasons above, we’re too busy, too tired, and too overwhelmed by choices to systematically balance most of what we buy. Don’t believe me, go ahead list all the brands of toothpaste there are. Unless your list has somewhere close to 40 your way off. So guess how we choose our toothpaste, the same way we make decisions about people we don’t really know, through perception and instinct. Maybe for you it was through a recommendation but how do you think that person chose the product in the first place?
So, as the title of this article asks, what’s it worth to you? What’s it worth for you to be perceived the way you want to be perceived? What’s it worth to you to be recognized for the values your company holds by the people who will judge you by your cover? We call this perceptual reputation a brand. Each interaction your customers have with your brand will either strengthen or weaken that relationship. Whether you have 10 or 10,000 customers we all stand to gain or lose by the look of our cover.