Those who know you, know, but those who don't are entirely left to their perception.
Consider the following definition of brand image (brandchannel.com - glossary):
'The customer's net 'out-take' from the brand. For users this is based on practical experience of the product or service concerned (informed impressions) and how well this meets expectations. For non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.'
We can help you 'manipulate' your brand identity, communication and staff to exactly meet your target group's demands.