“Perception is reality” is a truism, so if your audiences have misperceptions about you, then perhaps your brand isn‘t working as well as it should.
Importantly that goes for the internal audience too. You ought to be looking at yourself from the inside–out as well as the outside–in.
A good starting point for this is to ask a representative cross–section of both your internal and external audiences what it is that you represent. If there‘s a mismatch, then you certainly aren‘t getting the message out there effectively: ergo, perception is reality.
And that‘s where I can help; as an objective pair of eyes to ensure that your vision and your business objectives are defined, realigned and set up to be met.
All organisations have a brand – the difference is in how well they are managed.