When a long-standing company changes hands — especially when a trusted employee steps into the owner’s role — there’s more at stake than just operations or financial continuity. There’s the question every new leader faces but few can answer without help:
“How do people really see us now?”
Recently, I led a client perception study for a successful regional architecture firm that had just transitioned ownership to one of its senior team members. The firm had an excellent reputation, loyal clients, and a portfolio of complex municipal and commercial projects. But beneath that success, there were open questions about perception, positioning, and growth.
Did clients still associate the firm with the original founder?
Did the new leadership’s strengths come through?
And did the market really understand how good they were?
This kind of survey goes far beyond satisfaction scores. It’s a mirror — one that helps a company see itself clearly through the eyes of the people who matter most.
The Power of the Right Questions
We started with in-depth, one-on-one interviews rather than a mass survey. These weren’t quick forms or rating scales. They were structured conversations designed to reveal emotion, context, and nuance.
Our questions focused on three areas:
Experience: “Tell me about your project — what worked, what didn’t, and why?”
Perception: “How would you describe the firm to a stranger?”
Future readiness: “Do you see them as a partner who can grow with you?”
We also incorporated 0–10 scale questions (adapted from Net Promoter and brand perception models) to quantify trust, value, and communication quality. This blend of qualitative storytelling and quantitative scoring allowed us to see patterns without losing the human voice behind them.
Designing for Honesty
These interviews were conducted confidentially. That anonymity is crucial — it creates a safe space where clients can speak openly about their real experiences. Some shared enthusiastic praise; others pointed out small frustrations that would never surface in a public testimonial.
But those minor comments often hold the most value. They show where a company can shift from good to exceptional — and where communication, not capability, is the real challenge.
Turning Data Into Insight
Once the interviews were complete, I analyzed both narrative patterns and numeric trends.
The quantitative scores gave a clear baseline:
High marks for professionalism, trustworthiness, and responsiveness.
Moderate scores for visibility and distinctiveness.
Lower awareness of the brand’s public identity — even among loyal clients.
The qualitative themes told the deeper story. Clients consistently described the firm as “steady,” “trustworthy,” and “easy to work with.” But they also called it “quiet.” Several people admitted they had never visited the firm’s website or couldn’t describe what made them different from competitors.
The message was clear: this was a company doing excellent work that almost no one was talking about.
From Findings to Focus
I presented the results as an executive report, structured like a management consulting brief — concise, visual, and actionable. Each section combined direct quotes (the clients’ words) with top-line insights and recommendations.
The goal wasn’t to dwell on what was missing, but to illuminate opportunity.
Clients love you — now tell your story.
Your leadership transition is solid — now make it visible.
Your work has depth — your brand should too.
This wasn’t a marketing critique. It was a business growth roadmap built from empathy, data, and design thinking.
The Clarity Moment
At the end of the process, the new owner said something I’ll never forget:
“I thought I knew what people would say. I was wrong — in the best way.”
That’s the power of research that listens. It builds confidence not just in what a company does, but in how it’s perceived — and that’s the foundation for any brand evolution, leadership transition, or reintroduction to the marketplace.
When you have the humility to ask, and the curiosity to really listen, clarity becomes your greatest growth tool.
If You’re Leading Through Change…
Whether you’re stepping into ownership, merging, rebranding, or simply ready to grow — don’t guess at how your business is seen. Ask.
Agency Bel helps leaders and their teams uncover the truth of how they’re perceived, align around what’s working, and close the gaps between reputation and reality.
Because every strong brand starts with a simple moment of clarity:
the courage to listen.
Are you realizing your brand no longer fits? Do you need support marketing your brand to your ideal customer? Let’s talk about what’s next.