Pret A Manger is a chain of sandwich shops (240 outlets), and for a time they were part-owned by McDonalds. Now they're not (for the past 3 years), but it's proving difficult to get rid of the legacy. So they're about to embark on communication campaign to change that perception.
I came across a similar story in conversation with an organisation that are local to us in the south west. They haven't been tarnished by an association with a global purveyor of junk food, but they have got a legacy that they are struggling to leave behind. Their audience has two perceptions of the organisation - one relating to a geographic location, the other to an activity they were associated with (which wasn't a core business activity). They are no longer involved in either, but the perception remains, 4 years later, and it's restricting their ability to move the organisation forward.
Two very different stories, but a similar impact and outcome. Past perceptions restricting the ability for an organisation to move forward.
It's not so hard for it to happen. There are lots of situations where it might occur:
• It could be the skills or experience you're associated with; your skills and experience move on, client perceptions don't.
• It could be your geographic reach; your services spread further afield, but customer perception doesn't follow.
• It could be negative associations your new audience has of previous clients or suppliers. You've left them behind, but the negative perceptions have followed you.
So take a look at your business, and ask yourself:
• Does your audience really understand who you are now?
• Or is their perception stuck in the past?
• And what impact will that have on your future?
If you don't like the answers to those questions, you might be interested in joining us at one of our seminars: Unlock the value of your brand.
Or you can email jonathan@alderandalder.co.uk or call 01392 248107.
