We will use this definition of perception. Perception is how you think and feel about what you see. You cannot totally control what you customers perceive but you can have some effect. People have feelings about colors and they have strong feelings about ODORS. They have feelings about sounds and pictures.
ACTION STEP: First you must get to know your customers. Do surveys. Find out what they like.
ACTION STEP: Branding greatly affects perception. Make sure your business cards, brochures, letterhead, vehicles, and web site all match and carry the same logo. 

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