Imagine you are running for the position of mayor in the e-commerce city in the United States. There is an important step you must take before you start your campaign: determining if you are a viable candidate by conducting thorough research on yourself. This research explores your brand perception and assesses the public’s impression of the candidate. Reviewing the research helps the candidate understand their support base, identify weaknesses, and find solutions.
What are Brand Perceptions?
Brand perceptions refer to the overall impression the public has of a company’s brand. It is an evaluation of customers’ feelings about the function, quality, and purpose of what you sell. Brand perceptions are related to the brand’s identity and personality, but while these aspects are determined by internal marketing efforts, brand perceptions reflect how the public views your products or services.
Why Are Brand Perceptions Important?
Positive brand perceptions are a powerful marketing tool. They can motivate favorable public opinion and encourage consumers to try products from a particular brand. Maintaining a good reputation creates brand equity, a term that refers to the value associated with well-known brand names. On the other hand, negative brand perceptions can cause potential customers to hesitate in trying your product.
How to Measure Brand Perceptions
Measuring brand perceptions involves seeking a true understanding of your brand’s reputation. Here are some methods you can use to conduct research on brand perceptions.
Brand Perception Surveys
Brand perception surveys that are well-developed and disseminated can reveal information about your target audience. A well-written survey can yield qualitative and useful insights. Brand perception surveys target either current customers or a wider audience.
Customer Satisfaction Surveys
Surveys of current customers can reveal the strengths and weaknesses of your brand. These individuals are familiar with your product or service and may provide insights into various aspects of the customer journey. Customer satisfaction surveys can also generate data on the perceived quality of your product or service.
Social Listening
Social listening involves monitoring social media platforms for mentions of your brand online. What people say on social media channels often reflects the sentiments of current or potential customers.
Brand Perception Audits
A brand perception audit is a comprehensive look at the factors influencing your brand’s perception. Audits typically include reviews and news sources, as well as an analysis of how your brand stands in comparison to the competition. Analyzing competitor data can help your team discover market gaps and develop a unique selling proposition that can help your product or service stand out in today’s crowded market.
Focus Groups
Focus groups gather feedback from a specific group of individuals by bringing them together in a room (or on a video call or conference call) and asking targeted questions. The individuals in the focus group represent a market sample designed to reflect your potential customers. The positive and negative feedback provided by focus group participants helps companies gain market insights. Companies may use focus groups to gain a deeper understanding of their target audience or to gather data on a new age demographic.
Examples of Brand Perceptions
Brand perceptions regularly influence marketing strategies. Consider the following examples of real e-commerce companies that use brand perceptions as part of their marketing messages.
Immi
Immi, a merchant on Shopify, sells a distinctive line of low-carb, keto-friendly ramen noodles. To dispel public perceptions that instant noodles are unhealthy food, Immi collaborates with prominent athletes and showcases their endorsements on its homepage. By including messages from fitness-associated personalities, Immi aligns its product with the idea of health.
EcoRoots
EcoRoots uses
EcoRoots Store for Bath and Beauty has positive reviews to enhance the perception of its eco-friendly brand. The sales page for the waste-free dental floss includes customer testimonials praising the product and its packaging. This provides social proof and reassures potential customers that they are receiving a high-quality product.
Goodee
Goodee, another merchant on Shopify, utilizes social marketing to shape its brand perception. This home goods store owned by minorities expresses its eco-friendly and sustainability values by including a vision statement and an overall impact report on its homepage.
Tips for Improving Brand Perceptions
Enhancing brand perceptions is a collaborative effort across different departments within the company. Content and marketing teams can contribute by boosting the brand’s presence on social media, sales teams can incorporate customer feedback, and support teams can improve the customer experience by providing exceptional customer service. Here are some ways that companies can use to improve overall brand perceptions.
Focus on Customer Service
Great customer service can create strong connections with consumers. If customers feel appreciated, they are more likely to have an overall positive perception of your brand.
Address Weaknesses
Utilize data garnered from brand perception studies to identify areas for improvement. Any negative feedback about your brand represents an opportunity for enhancement.Your brand image can be strengthened by addressing the concerns raised by customers, whether through product changes or consumer education initiatives.
Create Memorable Marketing Messages
To develop great brand perceptions, your product or service must remain top of mind for the customer. The brand might consider executing a social good campaign to showcase its commitment to a cause, such as donating a portion of proceeds to charity. Emotional messaging can deepen relationships with consumers and create loyal customers.
Showcase Reviews
Reviews from satisfied customers are a form of social proof. Positive reviews impact brand perception – they signal that your product delivers on its promises.
FAQs About Brand Perceptions
What are examples of brand perceptions?
Brand perceptions refer to the overall impression a consumer has regarding your brand – placing a positive perception of your brand on the road to success. Examples of brand perceptions could include customers viewing the brand as empathetic, affordable, or an alternative to other brands.
How can brand perceptions be measured?
Measuring brand perceptions requires taking steps to understand public opinion about your brand. This can be achieved in various ways, including conducting surveys, performing brand audits, running focus groups, and engaging in social listening.
What is the difference between brand identity and brand perceptions?
Brand identity refers to the brand as built internally – brand identity elements include graphic design choices and marketing tone. In contrast, brand perceptions refer to the public’s opinions about the brand.
Do brand perceptions affect sales?
A positive brand image can be a powerful tool for increasing sales. In addition to attracting a new audience, good brand perceptions can help foster customer loyalty.
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