Asking people about your brand is all about getting information and understanding your brand. It is not about you convincing others with your words that they should see you differently.
When we accept that we can’t control others’ perceptions of us, it is tempting to tell ourselves a helpless story: “Their perception is their perception and there is nothing I can do.” We fail to see the difference between control and influence. While you can’t control others’ perceptions, you can influence them, as all good brand marketers know.
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
Customers will never love a company until the employees love it first.