Branding

Branding is the act of shaping how a company, organisation, or individual is perceived. Customer perceptions themselves don’t go out and buy iPhones. But they are critically important for one reason: perceptions dictate behaviour. Even perceptions that we’re unaware of have the ability to profoundly affect how we act. Research in experimental social psychology has shown that while we might think we’re in total control of our actions, our behaviour is often influenced by stimuli we’re completely unaware of. How an individual perceives a brand (consciously or unconsciously) wholly determines how he or she will engage with that brand. The power of branding hinges a very important truth about perceptions: Perceptions are malleable. Branding has the power to shape our perceptions because those perceptions are susceptible to being shaped.