Heading to Canberra in winter generally got a response along the lines of “but it’s so cold why go there now?” I know last time I went there in winter (for a conference some years ago) it was also freezing so I was expecting the worst this trip – and yes it was very cold.

Talking to people in Canberra, I got comments like “but you’re from Melbourne! You must be used to cold!” as people in Canberra and Sydney seem to have this idea that Melbourne is colder.

Reality – one city must be the colder place (or they are equally cold) but both places perceive the other as colder. The facts may be available but perceptions are strong and especially if held by a number of people.

So it is important to get a feel for how people perceive your business rather than assuming it is seen the way you want it to be seen. Social media is a great tool for measuring perceptions, but it is not the only tool available to you.

If you are not communicating the image you want, you can then change how you are miscommunicating but it may take some time to change perceptions.

By the way, Melbourne had it’s coldest night in years recently – it was 2.8. Every night we were in Canberra it was below zero – there was still thick ice on the windscreen at 9.30 one morning and I was told it was -3 mid-morning one day! If you are from Canberra, does that change your perception of Melbourne?

Giving facts alone is not going to build (or correct) the brand you want – you have to blend everything to give the right perceptions, too.