digital pr brand

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.

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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.

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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.