Is there a gap between how your brand is perceived and how you want it to be perceived?

Brand managers are often surprised to find their brand’s intended image disconnected from its perceived image.

Your brand can have a clear value proposition with consistent messaging, but it won’t matter if those two things speak to your customers’ blind spots.

Blind spots are areas where your customers lack awareness or understanding of either the challenge they face or the solution they need.

To understand your customers’ blind spots, you need to question your own understanding of those customers. Who are they? What are their goals and motivations? What are their blind spots?

Making assumptions about who your ideal tribe is and what they want is how brands go from thriving to dying.