What is Brand Perception?
Brand perception originates from consumer use, observation, stature, and spoken communication. If you have worked to build your brand as a business owner, you have perhaps moved with a particular image in mind on how you wish to portray your brand to your target audience. You have devoted time and resources to build that image with marketing, customer relationship management, and so on. However, it is imperative to check how that image you are working hard to build measures up to the perception your audience has about your brand. Often, the image our prospects have of us is not the opinion they have. If you continue your approach to branding under presumptuous notions, it can backfire in the long run with a falling customer base despite your best efforts. This article will help you measure brand perception to figure out what people think and say about your brand to help you focus your efforts to make the best out of it.
Learn more on How to Build a Brand
Measuring Brand Perception:
Brand perception may seem intimidating, but it need not be. With the help of the right tools, technology, and processes, you can easily acquire a comprehensive understanding of your brand perception and make the adjustments to transform it.
Below are the most feasible approaches to measuring brand perception.
Social Media and Listening Tools
The opportunity brought forth by every social networking site to track and monitor audience actions, reactions, and conversations means you can easily get a thorough picture of the existing reality of your brand in the public mind. Using insight from the analysis of social conversations, you can understand the factors contributing to the perception of your brand. You can then leverage your findings to structure your strategies and tactics.
There are numerous social listening tools, including Mention, Brandwatch, and Synthesio, which allow you to measure the sentiment of conversations around your brand, campaigns, and products. You can identify what initiatives generate negative sentiments and address the issues head-on to tackle factors that harm your brand perception.
By looking at the metrics of the social listening tools over time, you can easily find patterns of what causes a significant rise in conversations surrounding your brand, and how and why it fluctuates over time.
Not just your conversations, but thanks to the power of social media, you can also carry out the same analysis for your competitors and utilize the insights of their strengths and weaknesses to your advantage.
Check out: What is Brand Strategy Consulting?
Monitoring, Research & Analysis
Here are some other ways to thoroughly measure your brand perception:
- Set up Google Alerts with your brand name or keywords for tracking online mentions.
- Read reviews of your brand online on your social accounts, Google reviews, and other relevant forums. Respond appropriately to reviews which can be crucial to improving brand perception.
- Track your target audience for metrics to examine loyalty or customer retention
- Know your audience by matching your expected target audience to data via listening and monitoring tools. Find out their average age, gender, language, location, occupation, and interests. You can then segment your primary and secondary audience and approach each in the best way to reinforce positive brand perception.
- Conduct a rigorous brand audit of your brand perception against your major competitors’ by tracking audience sentiment at each stage of the buying journey, including awareness of the brand by searching information, evaluation at the consideration stage through comparison between your brand and other options in the market to make the buying decision, and post-purchase feelings.
- Based on the needs of your business, and your budget and other limitations, you may hire an agency to measure your brand perception, use sophisticated online platforms, or use basic free versions of various online tools.
Shifting Brand Perception
The most obvious way to shift brand perception is to act on your knowledge obtained from measuring it. Based on the general feedback and key concerns of your customers, develop targeted campaigns. specifically, redress the pain points of every audience segment and then promote those campaigns to the most relevant target groups. Create OVCs, informational videos or other formats of content to engage your audience to see the value and unique selling points of your brand, instead of making flat comparison to other brands based on metrics such as price. If your insights from your brand perception analysis tells you that you are reaching out to an audience of age range 25 – 34, and you wish you also target 18 – 24 and 35 – 44 years olds with your brand or product, then do your research about consumer behavior and areas of interests of these age groups related to your industry. You can develop a content strategy to show you genuinely care about your consumer’s wishes.
There has been no better strategy in marketing than to connect to your audiences’ expectations by digging out their emotional truths and showing your brand resonance with them. Online and offline activations that align your brand to the passion points of your audience is the surefire way to break the clutter of thousands of messages hitting each person every single day to make your brand stand out. Customize for each audience type segmented based on age, interest, etc, and tweak your content or messaging or both so that each person during brand communication can sense a personalized touch.
Finally, make sure your audience feels heard, regardless of whatever they have to say. Respond to social media messages or comments, reply to reviews as early as feasible. Label your audience based on interests and shoot them messages that serve up to those interests whenever the opportunity arises with any new campaign, offers, discounts, or other ways to promote your brand. By getting real people to answer your audiences’ critical queries and by taking an individualized approach to brand communications with your audience, you are likely to increase your chances for both heightened brand perception and growth of your business.
remember to ensure you are consciously monitoring, measuring and analyzing your brand perception to come up with insights for developing excellent branding and growth strategies.