Brand Perception: How Copywriting Changes Minds

You can make everything relate back to sport somehow.

I saw this video on X the other day - SEN Sports had a guest from Champion Data break down some stats about the mighty Fremantle Dockers.

You can watch the video below (33:18 onwards).

Using statistical data, he sought to bust the common myth that the Dockers are a boring team with slow ball movement. In other words, he showed that the narrative around the team’s playing style was not based on reality.

So where was it coming from? And who has control of this narrative?

Tackling a false brand perception

What we’re looking at here relates to perception - how people think and feel about your brand.

This is what many businesses deal with at some stage.

Brand perception is owned by the end user, not the business. There’s a lot that goes into it, but for the most part it develops as people use and experience your product or service, and is spread by people talking about your brand. In this case, the media is playing a key role in shaping the perception.

That doesn’t mean you are powerless to influence it.

Footy clubs are a little unique in that maybe they don’t mind if a narrative is not on their terms (e.g. it may be a competitive advantage to fly under the radar). But for the sake of making a point, let’s just say the Dockers aren’t happy that their brand of football is perceived in a negative way.

If you don’t like the conversation, change it

It could be that the Dockers are experiencing a brand perception hangover from previous seasons. If the data (and the eye-test) once supported a narrative that their game style was slow and dull, and that belief was reinforced by the media and fans over a long period of time, it can be quite ‘sticky’ (as fans, we’ve seen first-hand how fast ‘Rossball’ wears thin when you don’t win).

If the shared belief is strong enough, people will struggle to reconcile this, even in the face of a new playing style that should be obvious to all.

So, what will move the needle? First, they’ll be trying to gain trust by stacking up performances over multiple games (and seasons). Off field, they’ll be using comms strategies to push the exciting new narrative to their fans and the media. That they want to be a young, fast, daring, take ‘em on team. That this is their new identity, their future. Media appearances. Social media campaigns. Emails from the president. The whole kit and caboodle.

Something to believe in

We can learn a lot just from this little snapshot of a brand, and I think this is the most interesting - what you believe, becomes your reality.

For copywriters, this is where things get interesting.

As brand storytellers, it’s our job to help your brand control the narrative in some way, shape or form. Not by peddling a false narrative - your offering still needs to support the narrative. It’s more about using words and ideas to tap into what your target audience truly cares about, influence its buying criteria, and ultimately, its pathway to you.

Applying it to your business

So, what narratives do you want to become the dominant narratives in your market?

I worked on a recent project where the client was seeking to advance the conversation around what the Perth market values in luxury apartment developments.

In many ways, Perth is playing catch up in this space. While Melbourne and Sydney markets have already been exposed to ‘clear conscience luxury’ (sophisticated, high end apartment developments that prioritise sustainability over profit), our local market remains for the most part seduced by ‘traditional’ luxury (expensive fitouts, glamorous resort style facilities, ostentatious street appeal).

The client asked, in this socially segregated climate crisis, is this really where we’re going? Is this how we see ourselves?

By unleashing a new narrative into the market, the brand is showing it’s possible to build carbon neutral apartments right now, that operate on 100% renewables, respectfully in sync with the local history, neighbourhoods, and way of living. It’s a narrative that implores people to go all in, and lay down the blueprint for a sustainable future.

Time will tell how much traction this conversation pivot gains in the Perth market, but for now, what’s important is that the narrative exists. People are always looking for something to believe in.

What’s your brand story?

Want to influence the narratives in your market? As a Perth copywriter, I can work alongside you to harness the power of brand story. Click here to get the conversation rolling.