Brand perception or brand perception is how consumers see and feel about a company or product. That’s how customers interpret and react to messages (brand messages), experiences (experiences), and interactions with brands (engagements). Things like marketing campaigns, word of mouth, and customer service contribute to your brand perception. Thus, brand perception helps you understand how customers see your company.
Why is Brand Perception So Important?
Brand is not just a name or logo. But also the perception that consumers have of a company or product, and this can develop or actually lead to business failure.
Think about it, would you buy a product from a company you don’t trust? Of course not, right?
That’s why brand perception is so important. This can also be a competitive advantage that makes your business superior to competitors. In addition, strong brand perception will also provide a number of benefits such as:
- Help build trust with the audience (build brand loyalty )
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Allows to stand out from the competition and have strong competitive power. In a crowded market, it is important to have a unique brand (unique value) so that people can easily recognize and remember it (brand recognition)
- Build brand image, brand identity, and brand reputation
- Increase customer loyalty. When you have a loyal customer base, they continue to make repeat purchases, resulting in higher long-term revenue.
- If the target market views your business positively, it can help grow your brand exponentially.
How to Measure ?
Fortunately, measuring brand perception is not as complicated as you might think. Below are some of the easiest ways to understand how leads perceive your brand.
1. Customer Outreach
The first is customer outreach (reaching customers). Email newsletter lists, online reviews, and social media make it easier for you to reach your target market than ever. Want to know what buyers think about your product or service? Send them a survey and ask what you can do to improve.
2. Brand Perception Survey
If you are a larger company with an adequate business budget, then you can provide a brand perception survey. You can ask things like:
- How much does the brand’s reputation influence the decision to buy its product or service?
- How much influence does customer service have on your perception of our brand?
These questions can give you better insight into what customers expect from your business and provide valuable feedback for future business evaluations. For example, if you believe you can provide good customer service but your customers want to be more responsive, you can implement steps to improve response times.
3. Use Social Media
You can spend time analyzing social media, but automating tasks with social listening tools might be more efficient.
Social listening tools can track and measure brand across social media marketing channels. By analyzing online conversations, you can get insights about how customers perceive your brand, what customers are saying, sentiment towards the brand, and what aspects need improvement.
4. Brand Audits
A brand audit or brand audit is a detailed analysis of how customers perceive a brand, which allows a business to identify areas where the brand’s strengths and weaknesses are. Audits usually involve surveys and analysis (from media coverage, social media activity, or other data sources). You can use this information to create detailed reports to help you understand your brand’s strengths and weaknesses. Brand audits can be important for businesses looking to improve brand perception. By understanding how customers and others perceive your brand, you can make changes to improve your brand image.