You see, it doesn’t matter how good your product/service is, the value it offers, or the quality you provide. If consumers don’t perceive your brand the way you want them to, your business will struggle with loyalty and getting new customers.

Today, I’m covering brand perception in detail. What is it, and why does it matter? How do you measure it? Keep reading to find out more.

In marketing, brand perception is how consumers see and feel about a company or product. It’s how customers interpret and react to messages, experiences, and interactions with a brand.

Essentially, brand equity is the difference between what a customer would pay for a generic product and what they would pay for the same product from a specific brand.

There are several ways to build equity in a brand. One is by offering high-quality products or services that customers can rely on. Another is positive customer experiences that leave people feeling good about the brand.

Creating an emotional connection with consumers can also help build equity, as people with a positive association with a brand are more likely to be loyal.

A brand isn’t merely a name or logo. It’s also the perception that consumers have of a company or product, and that idea can make or break a business.

Think about it – would you buy a product from a company you don’t trust? Or one whose values don’t align with your own?

Probably not.

That’s why brand perception is so important. It’s the difference between customers choosing your company over your competitors.

In addition, a strong brand perception:

If consumers perceive your business positively, it can put it on the map, and if you’re already established, a good impression can grow your brand exponentially.

Let’s use Apple as an example.

Why the love for Apple? Well, it:

All these factors give buyers confidence and, you’ve guessed it, give Apple a great brand perception.

Now that you see how consumers’ brand perception can influence your business’s fortunes, let’s discuss how you measure it.

Fortunately, measuring brand perception is not as complicated as you may think. Below are some of the easiest ways to understand how buyers and prospects view you.

Email lists, online review platforms, and social media make reaching out to your customers easier than ever. Want to know what your buyers think of your product or service? Or how to make them better? Send them a survey and ask them what you could do to improve.

For more general answers on what your buyers value, you could ask them things like:

These questions can give you a better idea of what customers look for in a business and provide valuable and actionable feedback. For instance, if you believe you provide great customer service but your customers believe you could be more responsive, you can introduce measures to improve response times.

Of course, the type of questions you ask depends on what you want to achieve. Here are some tips for creating a brand perception survey:

1. Decide what you want to measure. Do you want to know how customers feel about your brand overall? Or are you looking for feedback on specific products or services? Determine what you want to learn from the survey to create suitable questions.

2. Keep the questions focused. Too many questions can overwhelm respondents and make it difficult to get useful data. Stick to around 10-15 questions that are relevant to your goals for the survey.

3. Make sure the questions are clear and easy to understand. Use simple language and avoid jargon.

4. Ask open-ended questions to get detailed answers rather than ‘yes’ or ‘no’ responses.

Yes, you can spend your time looking through your Twitter feeds and relevant tags, but you may find automating the task with social listening tools more efficient.

A brand audit is a detailed analysis of how customers and other stakeholders perceive a company’s brand, allowing businesses to identify areas where the brand is strong and where it needs improvement.

An audit usually involves:

You can then use this information to create a detailed report to help you understand your brand’s strengths and weaknesses.

Brand audits can be important for businesses looking to improve their brand perception. By understanding how customers and others perceive the company, businesses can make changes to improve their image.

Finally, check online review sites to see what your buyers are saying about their experience and address any shortcomings you discover.

There are some best practices every business can introduce to enhance its brand reputation. Here are some of them.

First, start with the basics. Ensure you deliver high-quality products and services and always exceed/manage customer expectations.

I’ve already discussed social listening, but responding to what your consumers say is every bit as vital. It doesn’t matter if a buyer’s experience is positive or negative; they’re only too happy to share their views on social media. While you can’t do much about this, you can at least ensure you’re fast to respond and offer your customer a positive outcome.

Giving swift responses and addressing issues is more likely to improve your brand perception and get you noticed by potential buyers.

Does your product do what it says on the label? Making bold claims in your advertising that you can’t deliver is guaranteed to underwhelm and frustrate your customers.

However, don’t just focus on your product descriptions, features, and benefits. Check your images, too. For instance, does your imaging suggest your product comes with accessories when it doesn’t?

You’ll never perceive your product or service the same way as your customers. Your buyers and prospects can often give you insights and suggestions you’ve never even dreamed of.

Whether it comes from social media, surveys, reviews, or niche-related forums, understanding your customer’s pain points helps you develop and refine products/services to meet their needs.

Training your staff ensures they feel empowered to answer consumer/leads questions accurately. When your staff are knowledgeable, it inspires confidence among buyers and enhances your brand perception.

Changing times and consumer demand often mean companies must reposition themselves if they want to influence customers’ views.

Let’s look at two examples of brand perception.

Zoom’s answer to this problem? It repositioned itself to change users’ brand perception.

That’s before you get to the ton of top finance, healthcare, and educational facilities that use Zoom and how the app helps them. For example, Zoom provides secure communications for hybrid working and allows better collaboration between teams. It sounds like a real success story, doesn’t it? And perhaps one you want to be part of.

Here’s a great example of how marketing can change brand perception.

The agency:

The results were impressive by anyone’s standards, leading to 10.7 million impressions and potentially 2.5 million new customers. In addition, click-through rates (CTRs) exceed standard benchmarks, averaging 1.24 percent.

This case study highlights the importance of:

If you want to change your brand perception or move into new market sectors, taking these measures can supercharge the impact of your advertising campaigns.

Apple has an excellent brand perception, built on having high-quality products that are easy to use. Its positive brand perception has helped Apple become one of the most successful companies in the world.

Brand perception starts with knowing your audience and understanding what they want and need. From there, you can create messaging and visuals that resonate with them.

You can measure brand perception through audits, surveys, social listening, and reading reviews.

Numerous factors influence brand perception, like your marketing, word of mouth, customer service, and color scheme.

Brand perception is essential to your business. The better consumers perceive your products/service, the more loyal your customers are likely to be, and you can charge a premium for your products.

Perception is important in marketing because it helps you understand how customers see your brand. This understanding is valuable when deciding how to position your brand and what messages to communicate to your target audience.

Brand equity is the value of a brand based on customer perceptions and associations. Brand perception is how customers perceive a brand in the present moment.

Apple has an excellent brand perception, built on having high-quality products that are easy to use. Its positive brand perception has helped Apple become one of the most successful companies in the world.

Brand perception starts with knowing your audience and understanding what they want and need. From there, you can create messaging and visuals that resonate with them.

You can measure brand perception through audits, surveys, social listening, and reading reviews.

Numerous factors influence brand perception, like your marketing, word of mouth, customer service, and color scheme.

Brand perception is essential to your business. The better consumers perceive your products/service, the more loyal your customers are likely to be, and you can charge a premium for your products.

Perception is important in marketing because it helps you understand how customers see your brand. This understanding is valuable when deciding how to position your brand and what messages to communicate to your target audience.

Brand equity is the value of a brand based on customer perceptions and associations. Brand perception is how customers perceive a brand in the present moment.

The truth is that companies sometimes perceive themselves differently than their customers or prospects, which can make it difficult to attract new buyers.

However, businesses can make better decisions about their marketing efforts by understanding brand perception and how to measure it. Additionally, companies can identify trends and adjust accordingly by tracking brand perception over time.

What brand perception are you trying to craft for your business?

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