People who get their notes read think about "how they are perceived" rather than "what they are conveying."

Hello, this is Iguchi.

As a sole proprietor, I spend my days forming and testing hypotheses while exploring web marketing and sales promotion methods that can be practiced even with a small budget.

In this note, I focus on marketing terms that you might have heard of but are often used in a vague way. Based on my own research and real-life experience, I summarize them in the simplest language possible.

I hope that even those who are not comfortable with technical jargon will be able to think, "I see, that's what that means."

"I'm putting myself out there, but for some reason, I'm not being chosen..."

"I have the skills and the track record, but I'm still being compared on price..."

When you work as a freelancer or sole proprietor, don't you ever get this vague, uneasy feeling?

I used to think things like:

"I need to polish my skills more."
"I need to promote myself more clearly."
"I need to show more of my track record."

Of course, those things are important too.
But as I researched further, I came to a realization that made sense: "Oh, that wasn't the only problem."

That concept is



brand perception

.Honestly, when I first heard it, it was a foreign term and sounded a bit difficult.But to put it very simply, it's about

how you are perceived in the customer's mind



.What's important here is not "how I want to be seen," but the perspective of

how the customer actually perceives me

.In this article, I will break down brand perception without technical jargon, and together we will organize "why some people are chosen and others are not" and "what you can actually start doing."

This is what "brand perception" seems to mean

After researching it, here is my rough understanding of it.

Brand perception is
the impression or recognition that a customer has of a person or service.

For example:

"That person replies quickly."
"That person's explanations are easy to understand."
"That person is reliable."
"That person is a bit expensive, but it's worth asking them."

These impressions accumulate in the customer's mind.
This is brand perception.

In other words, no matter how much you broadcast, "I am polite," "I am trustworthy," or "I do high-quality work," if the customer doesn't feel that way, it's meaningless. I thought this was a very important point.

Try thinking of "that cafe"

For example, try thinking of your favorite cafe that you visit often.

You surely have various impressions of that shop.

"It's a bit pricey, but it's relaxing."
"The staff is always pleasant."
"It's easy to work there because there's Wi-Fi and power outlets."
"They are particular about their coffee, and it tastes authentic."

Each of these experiences accumulates to form the impression, "That cafe is this kind of place."

Conversely, even if the shop broadcasts, "We are a stylish and comfortable cafe!," if the customer feels, "Hmm, it's just average," then to that person, it becomes an "average cafe."

In other words, I realized that a brand is not something you declare yourself, but something that



grows within the customer



.

Freelancers should think about "how they are perceived"

When we apply this to the work of us sole proprietors and freelancers, it becomes a very important topic.

For example, as a web writer, you can promote yourself by saying:

"I can write high-quality articles."
"I meet deadlines."
"I can also do SEO."

But what the client who actually asked for the work feels is often something more concrete.

"Mr./Ms. XX is helpful because they reply quickly."

"They summarize difficult content in an easy-to-understand way."
"They understand my intentions."
"I can always rely on them."
If they think this, your brand perception might be

a writer who can be relied upon.For a designer, impressions like "polite with revisions," "turns my vague images into reality," "proposals are easy to understand," and "easy to work with" accumulate.

For a consultant or instructor, being perceived as "easy to talk to," "doesn't push their ideas but thinks together with me," "makes me feel like I can do it too," and "easy to consult with" leads to the next job or referral.

In other words, the reason customers think, "I want to ask them again," is not just about skills.
It's the accumulation of how you work, your choice of words, the speed of your replies, the clarity of your explanations, and your personality. All of these things pile up to form the impression, "This person is this kind of person."

So, what should you start with first?

What becomes important here is the question, "So, what should I actually do?"

Thinking about it in my own way, what you do first is not difficult.

First, I think it's about



putting into words how you are perceived by customers.For example, try to remember words said to you by past customers or readers."Your explanations are easy to understand."

"I was able to ask you with peace of mind."

"Your quick reply was helpful."
"You are approachable."
"You gave me a push."
Hints about your brand perception are hidden in these casual words.
Things you do as a matter of course might be valuable to the customer.

So, as a first step, I recommend



writing down 10 pieces of feedback you have received in the past

.

Before doing difficult analysis, first visualize "how you are actually perceived."I think just doing this will significantly change how you communicate and present your work.

The next thing to do is to see if it deviates from the "impression you want to convey"

Once you have written down the feedback you received in the past, the next thing to look at is

whether there is a gap between the impression you want to convey and the impression the customer is receiving

.

For example, you might want to be seen as an "experienced expert."

But customers might think of you as an "easy-to-talk-to person" or "someone who explains things clearly even to beginners."

In this case, it's not a matter of which is correct or incorrect.

Rather, your strength might lie in the impression the customer has of you.

I myself feel that when I post about marketing terms, it might be more "me" to be perceived as "someone who translates difficult words into easy-to-understand ones" rather than trying to "look like an expert."
If you force yourself to stretch here, both your communication and your service will be off.

That is why I think it is important to



find the image that customers value, rather than the image you want to show



.

3 actions you can take starting today

If you want to incorporate brand perception into your work, it seems good to start with these three things.

1. Write down feedback you have received in the past

Collect words said to you by customers, readers, clients, and colleagues.

"Easy to understand"
"Reliable"
"Polite"
"Easy to consult with"
"Makes me want to take action"

These words are hints to knowing your impression.

2. Include the words you are often told in your communication

For example, if you are told "your explanations are easy to understand," try including expressions like "easy to understand even for beginners," "breaking down technical jargon," and "based on real experience" in your profile or posts.

It's the image of reflecting the value that customers feel into your own communication.

3. Be consistent in your work

If you say you are "polite" in your posts, but your actual replies are sloppy, your impression will crumble.

Posts, profile, email correspondence, deliverables, and follow-up support.

Everything connects little by little to form the impression that "this person is this kind of person."

That is why brand perception is not about creating cool words, but ratherabout aligning your small daily actionsI believe.

Summary: A brand is determined more by "what was conveyed" than by "what was said."

Brand perception.

At first, it felt difficult, but when I broke it down, it was a very familiar topic aboutthe impression of yourself that exists within your customers.

And what is important is not just "how you want to be seen," but

looking at how customers are actually perceiving you.The first step toward that is not difficult.

• Write down the feedback you have received in the past.

• Pick up the words people often use to describe you.

• Make that impression consistent in your posts and work.

Even just doing this should significantly change how you present yourself and convey your message.

People who get chosen may not just have skills, but are people who build up an impression that makes others think, "I want to ask that person," through their daily actions.

I myself would like to build up that reputation in my daily posts and work so that people think, "Iguchi-san is someone who translates difficult things in an easy-to-understand way."

Thank you for reading until the end.

I would be happy if this article led to a small realization like "I see, so that's what it was!" or provided a hint for your own ideas.

Following me would be a great encouragement.
I will follow you back as well ^^