Did you know that 75% of customers are willing to pay more for a good or service from a trustworthy brand? (Courtesy)
It may be difficult for business owner to put their prejudices aside and think about how their brand is perceived. Brand perception is a crucial aspect of any successful marketing strategy. It describes how customers view and understand a brand, including their mindsets, emotions, and perspectives.
Customer usage, experience, performance, reputation, and referrals from others — both in person and on social media platforms — all contribute to brand perception. Want to know ‘How to find out What people think about your brand? Read on to find out how to measure and improve brand perception.
What is Brand perception?
Brand perception in marketing refers to how customers think and feel about a business or product. It refers to how consumers understand and respond to brand events, experiences, and messages. It’s a mindset regarding your brand that many individuals have subconsciously.
When consumers show loyalty to a brand, 86% of them will promote it to family and friends and 66% of them will post favorable reviews about it online, increasing the possibility that your business will expand. (Courtesy)
6 Ways to Measure Brand Perception
Brand Perception plays a vital role in developing brand equity. It is important to measure it regularly to know what people think about your brand and areas of improvement.
Here are three ways to measure brand perception:
Social Media Listening
Regularly monitor your social media platforms for brand-related mentions, hashtags, comments, and discussions. Consistent Interaction with your target audience enables you to establish a favorable brand image. Utilize social media listening tools to monitor opinions and identify comments about your brand that are either favorable or unfavorable.
Monitoring and measuring brand perception across social media platforms is possible using social listening tools. Businesses can find out how consumers feel about their brands, what they are saying, and what needs to be improved by examining online conversations.
Examine ratings and reviews online
Another best way to discover what people think of a brand is through online reviews and ratings. Analyze the ratings and reviews left by customers on different websites and review sites. Give focus to the language used in reviews to understand the views and perspectives of the customers.
Reading a lot of reviews may help you gain a sense of how your target audience perceives your brand generally. People may publish reviews if they have strong positive or negative feelings about a good or service.
Brand perceptions surveys
You can find out more about the customers you serve and what they think of your brand by conducting surveys. To acquire direct input from your target audience, create online or offline surveys. Inquire about the brand’s qualities, consumer experiences, and perception in general.
You can discover customer perceptions by using scale-based, multiple-choice, and open-ended questions. These inquiries help you offer insight into what customers seek and desire from a company.
Online Forums and Communities
Participate in online forums and communities where your target audience gathers to discuss topics related to your industry. Focus on the communication strategy to genuinely engage with community members. This will help to gain valuable insights into how your brand is perceived.
Extracting valuable data on how visitors engage with your brand online can be achieved through website analytics. Evaluate essential metrics like bounce rate, time on page, and conversion rates to gauge visitor satisfaction. Identify popular and unpopular pages (by sessions) to gain insights into what aspects of your brand resonate with your audience.
Collaborate with Influencers
Influencers often have a dedicated following and can provide feedback based on their experiences with your products or services. Their honest opinions can help you understand how your brand resonates with its audience and identify potential areas for improvement.
In today’s competitive landscape, customers have more options than ever and they can freely make purchases according to what they think about a brand.
As a business owner, you need to retain a healthy, good brand image and consistently work to improve the opinions of your business within your target market. Consistently tracking brand perception using a variety of techniques, you may acquire insightful information that will help you decide how to enhance your brand while maintaining an effective connection with your target audience.