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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 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.