Why perception in business is everything

In business, where competition’s fierce and attention spans are short, how people see your brand matters.

Whether you’re leading a company or building your personal reputation, I believe perception isn’t just a nice-to-have, it’s the foundation of success.

At Yellowyoyo, we’ve developed The Perception Path®.

It’s a clear, actionable roadmap to help you understand and shape how your brand is viewed. It lays out seven positive stages of growth, from being Invisible to becoming Indispensable. It also highlights the risks of neglect – falling into Irrelevant or even Indefensible territory.

We can help you identify where you sit on the path in our Asset Clarity Workshop®.

The path to becoming Indispensable

No brand or individual becomes indispensable by chance—it takes intention.

At the top of The Perception Path, Indispensable means your audience sees you as essential, trusted, and highly valuable. But getting there is a journey. You must first move through stages like Interesting, Intriguing, Investible, and Irresistible.

I’m often reminded of Simon Sinek’s words: “People don’t buy what you do; they buy why you do it.” 

To move from Invisible to Irresistible, your ‘why’ has to resonate with the people you want to reach.

For businesses, this means standing out as more than just another option—it’s about being the solution. For individuals, it’s the difference between being overlooked and being respected as a leader in your field.

Why does this matter?

Because trust takes a long time to build and, just as importantly, takes a short time to damage and even destroy.

Invisible to Interesting – The starting point

We all start at Invisible—even if we don’t realise it. Your business or offering exists, but no one’s paying attention because they don’t know you exist. In  Airbnb’s early days, despite their unique idea, they struggled to get noticed. It wasn’t until they rebranded, refined their messaging, and focused on creating memorable customer experiences that they gained traction, eventually moving through Interesting and into Intriguing.

The takeaway?

Being visible is just step one. What really counts is offering something that sparks curiosity and makes people take notice and delivering an excellent product or service.

Be different and better.

Irresistible – Why it’s the goal to aim for

At Yellowyoyo, we believe that Irresistible should be every brand’s baseline.

Why? Because at this stage, you’re not just an option—you’re the preferred choice.

The obvious brand to highlight here is Apple. Their ability to create products people desire—even at a premium price—is a perfect example of Irresistible.

But let’s not be obvious. Chapel Down is an English winemaker who has won the prestigious Best in Show accolade at the Decanter World Wine Awards multiple times. They won again with their Rose English sparkling wine in June 2024.

And they don’t just make fabulous wines. They’ve invested in their brand in multiple ways, from look and feel to tone of voice and even to experience. Amanda and I were recently gifted a tour at their Kentish vineyard. The whole experience was exceptional (even before the tasting began). It was best shown through the enthusiasm and obvious experience of the tour host, who guided us through the entire process with a fierce pride, leaving us with a strong understanding and belief in the quality of the product and their sustainable methodology.

When it comes to individuals, I often think of Sir Ken Robinson. His Ted Talk, “Do Schools Kill Creativity” is the most popular of all time, with over 75 million views. It’s my favourite Ted Talk and I have quoted his description of the little girl drawing God hundreds of times (please take a look if you don’t know it – it makes his point brilliantly).   

Robinson’s reputation as an education reformer was well established, but the talk’s authentic stories and insights significantly amplified his global recognition at the time — moving him seamlessly to Irresistible.

From Irresistible to Indispensable

Once you’ve reached Irresistible, the next step is Indispensable. It’s rare, but it’s where the magic happens. I think of Amazon—whether it’s Prime or AWS, their services have become woven into daily life, making them nearly impossible to replace.

The same goes for Google. It’s not just a brand; it’s an adjective in multiple languages and part of how we live and work.

To reach this level, a brand needs excellent delivery, constant innovation, a deep understanding of its audience, and an unwavering focus on delivering value. It’ll be interesting to see how Google defends this position in the face of competition from generative AI models like Chat, Claude and CoPilot and its current ethical battles worldwide.

The danger of neglect

What happens then, if you don’t nurture your brand?

The Perception Path makes it clear: you risk falling into Irrelevant or even Indefensible territory.

Blockbuster is a prime example. They failed to adapt, famously dismissing the prospect of purchasing Netflix for $50 million in 2000 – they thought its business model would not succeed – and eventually filed for bankruptcy in 2010.

Worse still, brands tied to unethical practices often become Indefensible—and the damage can be irreversible.

Even on a personal level, I’ve seen this happen. If you stop growing your skills or fail to communicate your value, it’s all too easy to be overlooked.

How to nurture perception

The good news? You can take control of how people see you.

Here’s how I approach it with our clients:

• Clarity of purpose
  Know your “why” and make sure it’s reflected in everything you do. As Marty Neumeier (American author, designer and brand adviser) says, “A brand is not what you (business)say it is. It’s what they (customer)say it is.”

• Stay engaged
  Whether it’s through thought leadership, social media, or meaningful customer experiences, staying visible and relevant takes effort. For individuals, this might mean sharing insights with real value and building a strong network with people who matter and will make a difference to you and others – it’s not just about the numbers.

• Adapt and evolve
  The best brands and people anticipate change. Netflix pivoted from DVDs to streaming and became a leader. Staying ahead of trends and embracing new opportunities keeps you relevant.

• Be authentic
  In a world full of noise, authenticity cuts through. I’m always inspired by Seth Godin’s words: “People don’t buy goods and services. They buy relations, stories, and magic.”
  
  Great examples are Dove’s ‘Self Esteem Project’ aiming to boost body confidence in young girls and women.
  
  In personal branding terms, David Attenborough has always exuded a genuine passion for nature and conservation and latterly, saving the planet… and we all love him for it.

Why perception matters now

In today’s world, perception can shift in an instant. If you don’t nurture your brand, you risk being forgotten, or worse, becoming irrelevant.

The Perception Path isn’t just a framework. It’s a practical guide to staying relevant, trusted, and valued.

– Where do you see yourself on the path?

– What steps are you taking to move upwards? 

– And what’s stopping you from starting the journey?

To talk to us about elevating your business’s perception and to find out more about our Asset Clarity Workshop® contact us at hello@yellowyoyo.co.uk, call 01908 980 400 or leave a message here.


photo credit ©Thanos Pal