In today’s hyper-competitive market, the image a brand projects can either be its most valuable asset or its greatest liability. Think about the brands you encounter daily: why do some stand out while others fade into the background? This is brand perception at work, silently guiding consumer behaviour and shaping how consumers view and interact with brands on a daily basis.
A single tweet can tarnish a reputation, while a well-timed campaign can boost a brand to the next level. As companies navigate the intricacies of modern marketing, the ability to shape and manage brand perception emerges as a key strategic advantage.
Get ready for a deep dive into the world of brand perception! We’ll explore what it is, reveal the factors that influence it, share some strategies to enhance it and explain how to measure brand perception.
What is brand perception?
Brand perception refers to a customer’s feelings, thoughts, attitudes and experiences with a brand. A customer’s perception can be positive, negative or neutral. Though a business can control a message they’re sending out, the customer will be the one to create their own brand perception. It’s essentially a mental association.
76% of consumers say they would buy from a brand they feel connected to over a competitor, showing how essential it is to build emotional connections with customers. The more respect a customer has for a brand the more loyal they become.
Factors that influence brand perception
Brand perception is influenced by a variety of factors, from customer experience and quality to social proof and cultural relevance. By understanding and strategically managing these factors, brands can cultivate a positive perception that resonates with customers and drives long-term success. Staying in touch with the dynamics of brand perception is essential for any brand aspiring to thrive and grow.
Brand identity
Brand identity includes components such as logos, typography and colour schemes. These visual elements are normally a customer’s immediate impression of a business and creates a memorable image which shapes how the audience perceives the brand. Additionally, the messages a brand puts out to its audience further defines its values, making it appear friendly and reliable.
Consistent application of these elements – from advertising to customer service – reinforces brand identity, fostering loyalty amongst customers. When these aspects align effectively, they shape a positive brand perception.
Employees
An employee’s attitude, manners and how they approach customer problems has a big contribution to how a customer views a brand. Positive experiences with employees foster loyalty, while negative customer service experiences can result in decreased customer retention and potentially a tarnished reputation.
When customers encounter unhelpful or rude employees, their respect and loyalty for the brand dwindles which can often lead to them sharing negative experiences with others in person and online. A single negative experience can overshadow all positive experiences, making it crucial for brands to prioritise excellent customer service to maintain a positive perception. How often has your opinion been swayed by a couple of awful reviews, even amongst hundreds of positive ones?!
Quality
Quality of a product or service significantly impacts brand perception as it influences customer satisfaction. High-quality products or services meet or exceed customer expectations, leading to positive experiences and word-of-mouth recommendations. This builds a strong reputation, encouraging repeat business and brand loyalty.
In contrast to this, poor quality can lead to dissatisfaction, negative reviews, and a damaged reputation, making it difficult for customers to perceive a brand in a positive light. Consistently delivering high-quality is essential for establishing and maintaining a positive brand reputation in a competitive market. For example, Apple is seen as the world’s most valuable brand due to its high value products.
Environmental responsibility
In today’s world it’s becoming increasingly important for businesses to be aware of their environmental impact. Alongside this, customers are also becoming increasingly conscious of who they buy products from. When a brand demonstrates a commitment to social causes and environmental sustainability, it creates a positive image, attracting customers who prioritise ethical consumption, whereas a lack of responsibility or negative practices can lead to public backlash and a tarnished reputation.
Brands that engage in initiatives, such as reducing carbon footprints, supporting fair trade, or contributing to community development, are often viewed as more trustworthy and compassionate. Nike is a good example of this, as their sustainability targets include reducing their greenhouse emissions and diverting waste from landfill. This can enhance customer loyalty and generate positive word-of-mouth and media coverage.
What can you do to improve brand perception?
So, now you know some of the factors influencing perception, you might be wondering how to come up with a brand perception strategy to boost your customer’s opinion and ensure you are thought of in a positive light. Let’s explore some ways you can improve your brand perception.
To improve brand perception, focus on brand identity, delivering exceptional customer experiences, maintaining high standards in product and service quality, and fostering a positive work environment for employees.
Creating a strong and recognisable logo and regularly communicating the brand’s message through social media, websites and advertising helps build an emotional communication with customers. Consistently communicating the brand’s values through authentic interactions is essential.
Empowering employees and ensuring they are engaged and motivated can enhance their interactions with customers, therefore boosting overall satisfaction and loyalty. Alongside this, having high quality products and services encourages repeat purchases and brand loyalty.
Additionally, prioritising environmental responsibility by adopting sustainable practices can significantly enhance the brand’s reputation. By integrating these elements, businesses can build a strong, positive brand perception that resonates with their target audience.
How to measure brand perception
Understanding how your business is perceived by its target audience is important for putting marketing strategies together and improving a brand’s reputation. Brand perception can be measured on a regular basis and the steps taken to measure it are simple.
Surveys
Customer surveys are a vital tool for measuring brand perception as it provides a direct insight from a target audience. By asking specific questions, businesses can gather information such as customer experiences and how their business is viewed. From this, a business can identify areas for improvement and then create a strategy. Surveys can be conducted through various channels such as email, social media and online forms, and can be tailored to address specific aspects of brand perception.
Social media monitoring
Monitoring social media platforms allows a business to keep on top of conversations customers are having about their brand and trends that influence how their brand is perceived. Analysing social media interactions can help a business gain valuable insights into a customer’s thoughts and feelings on a brand and it also identifies emerging issues. As a result, the business can decide on strategies and tools to enhance and improve brand reputation.
Tracking online reviews
As we’ve mentioned, negative reviews can significantly impact your brand perception. Keeping an eye on your online reviews and making sure you respond to all of them (not just the good ones) in a positive and friendly manner can help you to understand your customer’s opinions and identify any problems you may have. Platforms such as Google Reviews and Trustpilot are commonly used for customers to share their opinions and experiences of a business.
So, where do you start?
Transforming brand perception starts with understanding how your audience perceives you. Take the time to listen to feedback, engage with your customers on social media, and consistently deliver on your brand’s promise. By actively managing perceptions and staying authentic to your values, you can build a stronger connection with your audience and foster lasting loyalty.
If you want to improve your businesses brand perception and are looking for a new website, logo design or you’re struggling to come up with marketing strategies, get in contact with us! Take charge today and watch your brand perception evolve positively.
