Have you ever wondered why a customer would return or not after buying your goods or services? Why would they prefer to purchase from you and not the other seller? Their perception of your brand largely determines that. This perception is based on what consumers believe your product or service represents and how it makes them feel. It influences their decision to choose your brand over competitors.
For instance, Coca-Cola is renowned for its strong brand perception centered around timelessness, refreshment, and joy. The brand’s famous red and white logo, classic bottle design, and memorable campaigns like “Open Happiness” and “Share a Coke” promote feelings of happiness and shared moments. Consumers choose Coca-Cola for its consistent quality, the positive emotions it inspires, and its symbol of refreshment and togetherness.
This example shows how effective branding can build strong emotional connections, drive customer loyalty, and sustain a brand’s market position.
What is Brand Perception?
Brand perception captures a customer’s feelings, thoughts, and experiences about a product or service. In other words, brand perception is what people say you are—not what you say you are.
Consumers form emotional connections with your brand based on how they feel about it, influencing their choices between your product and others. The more emotionally connected they are to your brand, the more highly they think of it. And the more highly they think of your brand, the more loyal they become.
That’s why top brands like Nike and Apple take touchpoints like reviews, customer support, and word-of-mouth seriously. These can impact how people view the brand and can determine the company’s success.
Why Brand Perception Matters
Would you rather go about your business without bothering to find out how your customer feels about your product or service? Such an approach is more like running a business mindlessly and can be likened to self-destruction.
Every successful brand diligently guards its reputation, which is based on consumers’ perceptions. That’s why building a strong psychological connection with consumers is necessary for a positive brand perception. When consumers positively perceive a brand, they are more likely to purchase from it, recommend it to others, and become loyal customers.
Positive brand perception can also increase brand market share and equity, which can be crucial for a company’s long-term growth.
The smartphone industry, for instance, has seen Apple and Samsung compete for positive reputations and consumer loyalty.
Apple has grown a loyal customer base that values exclusivity and cutting-edge design. The brand also has a reputation for innovation and premium quality. Consumers perceive Apple products as a mix of style and performance, often leading them to stick with the brand despite premium prices.
On the other hand, Samsung is known for its versatility, advanced features, and value for money. It provides a wide range of high-quality smartphones that cater to different budgets and preferences. Samsung’s perception as a tech innovator with flexible options appeals to both cost-conscious and tech-savvy consumers.
The perception of these brands significantly influences customer decisions, driving brand loyalty and market share. Their ability to shape and maintain a positive brand image determines their ability to attract and retain customers in a saturated market.
While perception might seem uncontrollable, companies can measure and improve it to better appeal to their target market. But how exactly?
How to Measure Brand Perception
Online reviews
The Internet is one of the most critical channels any business can rely on for customer feedback. Reviews from platforms like Google, Yelp, Trustpilot, or even Amazon can give you a clue about what customers say about your brand. Social media platforms like Facebook, LinkedIn, Instagram, and X can also provide unbiased public feedback.
Businesses have no direct control over online reviews, which is why consumers trust them. In fact, the average consumer reads 10 online reviews before trusting a business, and 85% of consumers worldwide rely on online reviews to the same extent as personal recommendations in selecting their brand. Hence, to measure and improve your brand perception, you can track these reviews, identify the negative and positive feedback, and strategize toward resolving the negative comments.
Brand Surveys
A brand survey is a more direct approach to gathering feedback and measuring brand perception. It involves contacting your customers and asking about their opinions, experiences, and feelings towards your brand.
You can create a survey using tools like Google Forms or SurveyMonkey and share it with your email list. Some essential questions to ask your customers here are,
- What has your experience with us been like?
- What is your general opinion about us?
- What do you like most about us?
- What do you dislike about us?
- Would you recommend our products and services to others based on your experience with us?
Google Analytics
Web analytics tools can provide insights into what consumers think about your brand. One example is Google Analytics, which helps you track impressions, website traffic, or bounce rates. Understanding such metrics is crucial in making data-driven decisions to improve your website and brand perception.
How to Improve Brand Perception
If the results of the surveys suggest your brand is not working, you can take the following remedial steps:
Strengthen Your Visual Identity
People naturally gravitate to what they can see, even before showing interest in whatever they hear. About 55% of brand first impressions are visual, and almost half of US online consumers say visual identity is a critical factor in purchasing decisions. That’s why improving what people see about your brand remains paramount in driving positive consumer perception.
You can start by ensuring that your logos, color schemes, fonts, and overall design properly represent your brand identity and are consistent across all online and offline touchpoints.
A strong visual identity not only drives positive perception but can also increase your brand recognition, differentiation, credibility, and loyalty. Investing in a robust visual identity also creates a powerful and memorable brand image to help achieve your business goals.
Improve Customer Experience
Customer experience is another determinant of brand reputation and perception. A positive customer experience translates to a positive brand perception, and a negative experience results in a bad reputation and negative perception.
Customers who enjoy the best experience with your product or service are easily retained and turned into brand advocates, thereby improving brand awareness and reducing marketing costs.
A few adjustments to improve customer experience include,
- Providing prompt, friendly, and effective support through various channels (phone, email, chat).
- Optimizing your website and apps for ease of use, fast load times, and easy navigation.
- Offering personalized recommendations and experiences based on customer preferences and behavior.
NOTE: Businesses prioritizing better customer service experiences can boost revenues between 4% and 8% above their market.
Provide Quality Products and Services
One primary aim of improving brand perception is to create an emotional bond with customers and encourage brand loyalty. Several factors, including the perceived quality of the brand’s products or services, can facilitate loyalty.
According to a study by L.L Bean (an American privately held clothing and outdoor recreation equipment company), 96.7% of 3,000 surveyed customers said that quality is the attribute they like most about the company.
Communicate Your Brand
Brand communication is the act of conveying your brand message to existing and prospective customers through various channels such as websites, social media, emails, phone calls, meetings, or events.
Communication and brand perception are closely linked, as communication drives your audience’s expectations and emotions. It can be presented verbally, nonverbally, written, or visual. Every communication touchpoint is an opportunity to make or mar your brand reputation, depending on how well you convey your message, address your audience’s needs, and stay in touch with your brand values.
You can ensure effective brand communication by maintaining a consistent tone and style while sharing your brand story, whether in adverts, social media posts, or customer interactions. It’s also crucial to be honest and transparent about your practices, values, and any issues your brand might face. Honesty, transparency, and open communication are essential to building trust.
Consequence of Negative Brand Perception
Negative brand perception can damage your business in various ways. Firstly, when people think poorly of your brand, they lose trust in it. Low customer trust results in lower sales and increased marketing costs.
Secondly, customers might be forced to give bad reviews and switch to competitors due to how poorly they perceive your brand. Bad reviews can spread quickly online, making it hard to attract new customers.
We Can Help You!
Ready to transform your brand perception and build stronger connections with your audience? Partner with Project Branding today, and let’s create a brand that not only stands out but also resonates deeply with your customers. Reach out now to start enhancing your brand’s impact!
