Perception is, of course, reality in the mind. Why is it that some people love a certain brand and others hate it? In most cases it is their own perception of what the brand stands for and how it treats you as a customer. But, for your business, 'perception' is how you are viewed by your customers and by your competitors too.

Ask yourself, how is the company really perceived? If you don't know, you need to find out. And fast.