No matter how great a solution that a company has created might be for the customers, if those customers don’t perceive the company in a desirable manner, the company will almost certainly end up struggling to generate new customers. This is why brand perception is so important for businesses, and why companies need to work on improving their own.

Brand perception

In the marketing industry, brand perception is simply the way that the consumers feel and see a company or its solutions, which includes how they react and interpret the messages that the company is distributing, as well as the interactions and experiences that they have with the company. While most people understand that things like customer service and marketing tend to contribute toward the way that a company is perceived, there are some other elements that have a significant impact on brand perception as well, that companies can use to their advantage.


A brand isn’t simply a logo or a name of a company, as it comes with the perception that the audience has of that company and its solutions, and that perception is incredibly important for many reasons. One of the biggest reasons why brand perception is important is because consumers make all of their purchasing decisions based on the way that they perceive brands. They would never purchase something from a business they don’t trust or whose values they don’t share. That means that brand perception with consumers is what makes the difference between those consumers choosing one company over another. Additionally, with the help of a strong brand perception, companies can start building more trust with the target audience.

Trust is an incredibly important element in purchasing decisions for consumers as consumers are a lot more likely to do business with companies they trust. Brand perception is always what allows companies to stand out from their market competitors, which is especially true in crowded markets where companies have to fight and struggle to get the attention of their target audience, and one of the best ways to do that is through a recognizable and memorable brand. Not only that, but with the help of strong brand perception, companies can improve their sales and bottom line because most consumers these days are happy to pay more for solutions from companies they know and trust. Then, when a company has established a group of loyal customers who keep coming back to the business, the company can benefit from higher profits over a longer period of time.


A great example of a company with a strong and positive brand perception of its customers is Apple, as many consumers tend to have a positive perception of the tech company. There are many reasons behind that positive perception of the customers including the outstanding products that many love, as well as the positive customer experience that consumers go through from getting interested in a product to owning that product, and more. Each one of these facts gives consumers more confidence in their purchasing decisions with Apple, which contributes toward the brand perception.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.