Brand Perception: What it is & How to Measure It

Many firms strive to make brand perception look better than it is. We realize it isn’t easy, but we’ll try our best to improve it. Let’s become more specific.

Many companies think they know how customers feel about them. If you’re in business for yourself, it’s because you believe you have a great product or service to market; therefore, it seems natural that you expect your consumers would feel the same. 

Your brand perception is how your customers view your product or service, not what you believe it is. We’re not saying what you think about your brand isn’t true, but we are saying that every time a customer interacts with your brand, whether they buy a product, read or write a review, talk to your customer service team, or spread the word of mouth feedback a perception is made.

Creating a great brand image requires placing your clients at the core of your company’s development ambitions. Taking care of your clients can help your company expand over time and affect your bottom line.

Let’s talk about brand perception and how to measure it to make sure your brand is as sweet as you believe it is.

What is brand perception?

Customer perception of your brand, products, and services tells you what customers think your brand stands for. A person’s opinion of a brand isn’t the only thing that matters. People usually have this feeling about your brand without even realizing it. It includes how you talk about your brand and what others say about you. Also, it matters what your competitors think.

And a good reputation, positive brand perception, and substantial brand equity can affect you more than you think. Often, even significant discounts can’t make up for a bad reputation.

How people see your brand affects the number of customers you get, the prices you can charge, and the partnerships you can make with other brands.

Importance of brand perception

Having a good brand perception is a fast track to success. People who trust your brand will be more likely to buy your products. Other businesses will want to work with you even more. It will be easier to get new products on the market.

Brand perception programs are meant to build brand value and brand equity. Brand equity is a company’s extra value from a product with a well-known name instead of a generic one. You want your brand to have a high level of brand equity so that when your customers make a buying decision, they are more likely to choose your brand.

So, customers who are swayed by a product with a higher level of brand equity will also buy that product, even if it costs more than the generic version.

How to measure brand perception

Now we will discuss some points on how you can measure your brand perception. They are given below: 

  1. Keep track of your online mentions

Tracking online mentions can help determine if and how many people are searching for your brand online. You can track this statistic using both search engine results and social media.

Focus on how many times someone has typed your brand name into a search bar, how many tags are attached to your brand content, and how many people link directly to your original content.

  1. Monitoring social media

Keeping an eye on your social media means regularly evaluating your overall presence on each platform. This can help you find out which apps your target audience uses the most and which ones help your brand grow. 

You can focus on a few key things, like content views, time spent on the page, and how well paid content is doing. This is an important way to measure brand perception.

Using a software tool or app to monitor your social data might help you improve your brand impression. Data may be easily compared using tools that provide a single hub dashboard that monitors your content and activity across channels. 

These tools often let you monitor metrics, generate content, and distribute it across several channels inside the same software package.

  1. Check out reviews online

Online reviews are like word-of-mouth suggestions but on a bigger scale. People often read reviews before buying a product or signing up for a service to get an idea of what it’s like to use the item from a different person’s point of view. 

By reading customer reviews, you can find out what people think of your products and see where you’re doing well and where you could do better.

  1. Use social listening

Social listening can be a part of monitoring social media and keeping track of mentions online, but it has a specific goal. This plan tells you to look at the quality of your social media interactions with your audience. This can help you find out how people feel about your business.

  1. Know your target audience

You may believe you know and understand your target audience, but you may analyze their numbers to assure demographic consistency. Think about making buyer personas, like biographies of your ideal or target customers for a specific product or service. 

Review the information you have about your users and leads and see how it compares to your personas. From there, you can decide to make your brand’s image fit your actual target audience or change your strategy to attract more of your persona targets.

  1. Brand auditing

You can have a consultant do a brand audit or do it yourself. A brand audit is a review that determines where your brand stands in its market. It looks at your internal and external branding and how your customers feel about your business. 

The results show how your business stacks up against others in the same field. The higher you rank, the more likely people will think well of your brand, especially in more significant markets.

  1. Sales funnel data tracking

Get your target audience in small groups and ask them honestly what they think of your brand. A focus group might be held in person or virtually using video calls. For businesses with intricate supply systems, this approach would work well. 

Focus groups may show you where your system has knowledge gaps and how to influence product development positively.

  1. Survey creation

You may discover more about your target audience by conducting surveys. They include open-ended questions that let people express their actual ideas while yet giving you the information you need to monitor brand impression. 

Running a survey cycle every three months could provide you with the most recent data about your audience. Additionally, you may link polls to specific advertising initiatives. A few examples of customer surveys are:

  • Product Survey: They are used to get information for marketing campaigns and product development teams about how happy a customer is with a specific product.
  • Net Promoter Score (NPS): It is sent at specific points in a business’s relationship with a customer to find brand advocates and measure customer loyalty.
  • Customer Satisfaction Survey: It is triggered by a specific interaction and measures consumers’ opinions through targeted questions.
  1. Review what makes your brand special

You can use the information from your different forums to help you decide if your brand is unique from your competitors. 

You can put information from reviews and open-ended questions into certain analytics software that looks for customers’ words and groups them by topic. This helps you in determining what your consumers identify with your brand.

Conclusion

Knowing what others think of your brand is essential to growing a successful company. You learned about brand perception and how to measure it in the above discussion. It provides the data you need to define your brand identity, plan effective marketing campaigns, and adjust as brand perception moves.

Now that you understand how to assess brand perception, you can use it to make intelligent brand choices and drive your business. Check out QuestionPro research tools to get to the root of your brand’s health and analyze indicators that will move you forward.

Request a demo if you want to develop your customer relationship and favorably affect brand perception.