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Companies that understand the importance of brand perception and how it is a contributing factor to their success understand that they need to be constantly working on improving their brand perception with the target audience. There are a few different ways that companies can learn about the brand perception of their customers, and how they can improve that perception to achieve more long-term success. Some of the basics of positive brand perception include things like providing the customers with high-quality solutions and exceeding customer expectations. However, companies can also improve their brand perception with customers with the right communications strategies and improve the overall buying journey.

Social media

Companies tend to spend a lot of time and effort monitoring what people are saying about them on various digital communications channels, including social media platforms. However, instead of doing all of that manually, by investing in social listening tools, companies can both track and measure their brand perception across a number of different social media platforms. These types of tools and platforms are able to analyze conversations online and generate insights for companies regarding how the consumers perceive the brand, what they are saying about the business, and what can be improved.

Promises

One of the ways that companies get to make sales is by making a promise to their customers. Making promises can ensure the customers that they are making the right purchasing decision, especially if the company is able to fulfill the promise it has made with its solution. However, many times, companies end up overpromising and underdelivering with the solutions they provide their customers by making amazing claims in the promotional efforts for the solutions, that end up underwhelming and even disappointing the consumers. This is not what companies should be doing if they want to improve their brand perception, and companies should be making sure that all of the product descriptions and claims can meet the expectations of their customers.

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Feedback

Another way that companies can improve their brand perception is by taking the feedback that customers provide a lot more seriously. Most customers have a different perception of the solutions that the companies provide them with compared to the companies themselves. That’s why it’s so important for the companies to listen to what their consumers have to say, as it can provide many opportunities for improvement.

Customer service

Finally, the best way for a company to improve its brand perception is by providing the customers with excellent customer service and a great customer experience in general. A great way for companies to easily achieve that is by training each staff member that interacts with the customers to make sure they will be able to provide the customers with accurate information to any questions that the customers might have.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.