Many companies understand how important brand perception is to the overall customer experience and to their bottom lines and are constantly working on different solutions to improve theirs. However, not many companies are aware of the fact that they’re able to measure their brand perception through actual metrics and better understand how their consumers feel toward their businesses.
Survey
One of the best ways for companies to learn more about how their consumers feel toward them and their overall brand perception is through surveys that are focused on brand perception. This is a great option for companies that have a bigger budget as they can send out specific brand perception surveys to their customers, or even have focus groups to learn more. Some of the things that companies can ask their customers in these focus groups or surveys to get a better idea of how they can improve their own brand perception are how important it is for the customers that a brand can align with their personal values, and how much customer service has an influence in the brand perception. Another great thing that companies should learn from surveys is the importance of a positive reputation in their purchasing decisions. Knowing this type of information can help companies better understand what the consumers are looking for in a company that they are willing to do business with as they’ll get actionable feedback from questions like that.
Customer outreach
Another great way that companies can learn more about their brand perception from customers and measure it is through customer outreach which includes the company reaching out to consumers through social media platforms, email, or even digital review platforms and learning more about their brand perceptions. Instead of simply reading the reviews that consumers leave on these communications channels, companies can actually reach out to the people that leave the reviews and send them a survey to get a better understanding of their brand perception toward the company.
Audit
Companies can also audit their brands to get a better understanding of how other stakeholders perceive the company and figure out any areas for improvement. This type of brand audit allows companies to conduct surveys with their stakeholders, as well as analyze various data sources for this type of information such as social media activity and overall media coverage. Then, the company can use all the information that is gathered through the research to create a thorough report detailing the company’s brand perception, including its strengths and weaknesses. This way, the company can figure out the best way it can improve its brand perception with the customers, and get a detailed understanding of how other people perceive the brand.
