How to change the perception of your business

Perceptions are created either naturally or intentionally.

Every interaction a person has with your company shapes how they perceive your business. Whether it’s a visit to your website, using your product, or hearing a story about your company, these moments collectively build an impression.

This is true for companies ranging from Stripe’s frictionless payment systems to Volvo’s safety-led engineering. The same applies to experiences across digital, in-store, and even offline touchpoints.

However, positioning is what ultimately defines how a business is perceived. Positioning is deliberate. It’s how you tell your story, how you present your value, and how you connect with your audience.

Stripe is a payment processor at its core, but it became a pioneer in seamless, developer-friendly integration. Volvo makes cars, but it sells a commitment to safety.

Positioning is more than branding, marketing and advertising. It’s the strategic backbone of your business. It’s how your company shows up in the world and how customers recognize your value. Your positioning answers questions like -

For SaaS companies, logistics firms, manufacturing companies, cybersecurity providers, automotive companies, and even B2B commerce and DTC brands along with others, positioning plays a pivotal role in growth. It determines whether you are seen as a premium, innovative solution or a more accessible, reliable alternative.

Positioning doesn’t stop with words. It’s brought to life through purposefully designing experiences for your customers. Every customer touchpoint, whether digital, physical, or otherwise, reinforces (or damages) your positioning. This includes a SaaS platform’s onboarding flow, the ease of navigation on a B2B website, or even the checkout process for an online store, and everything in between.

For example, Stripe’s documentation is not only functional, it’s designed to offer clarity, confidence, and ease for developers. Volvo’s commitment to safety isn’t just in their products, it’s reflected in their messaging, services, and customer support.

At Openthrive, we believe that every interaction should align with your desired positioning. When your experiences consistently deliver on your promise, it builds trust and credibility.

Look at working or reworking your positioning as an act of knitting where you have different threads involved, a few being the thoughts that should come to customers’ minds when they see your product or brand presence in any form.

Changing how your business is perceived takes time and intention. It’s not about overhauling everything at once. It’s not about pushing your ideas onto your audience either. It’s about identifying key areas, whether it’s your website, product, content strategy, or customer journey, observing how people see you / talk about you / remember you, and making deliberate improvements.

The good news is - Perception isn’t set in stone. You can shape it, refine it, and, when needed, change it. Here’s how.

Before you can change how others perceive your business, you need to understand where you currently stand.

Ask yourself these questions

Actionable tip

What do you want to be known for? Is it your reliability? Innovation? Exceptional customer experience?

Example

Stripe positioned itself as the easiest and most developer-friendly payment solution, focusing on seamless integration. Volvo doubled down on safety, making it their hallmark. What’s your focus?

Actionable tip

Write a short, clear statement that defines your desired positioning. For example, “We are the go-to solution for fast and secure logistics” or “Our SaaS product simplifies workflows for banks and NBFCs” Use this statement to guide your next steps.

Changing perception isn’t just about saying the right things, it’s about delivering on them consistently.

Where to focus

Example

If you want to be seen as “innovative,” your product should feel cutting-edge, your website should feel modern, and your communication should highlight your forward-thinking approach.

Actionable tip

Identify one key touchpoint - your website, onboarding process, or customer support - and make improvements that reflect your desired positioning.

People trust what others say about you more than what you say about yourself.

What to do

Example

A cybersecurity company wanting to be seen as “trustworthy” can share a case study about how they helped a high-profile client prevent a data breach.

Actionable tip

Add a customer success story or testimonial to your website or LinkedIn profile this week. Make sure it directly supports the perception you’re building.

Shaping perception isn’t a one-time effort. It requires ongoing attention and refinement.

How to track progress

Actionable tip

Set up a simple system to collect feedback, like a quarterly customer survey or a suggestion box on your website.

Your business isn’t defined by what people think of you today. With intentional positioning and experience design, you can shape how your audience values and engages with your brand tomorrow.

If you’re ready to take control of your positioning and create experiences that resonate, Openthrive is here to help.