When a decision is made to buy, a huge puzzle is put together in the consumer's mind, consisting of their experiences, feelings, thinking patterns, emotions, etc. The good news is that you can influence the perception of your brand. But first, you need to understand how it is formed and learn how to measure it.
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What is brand perception
Brand perception is the generalized opinion of customers about your greece phone number resource company, how they relate to the brand. In general, this is an idea that is formed in consumers based on your communication with the audience, product positioning, etc.
Perception is formed every time a customer interacts with your brand—buying products or services, reading reviews, interacting with employees, or seeing an advertising banner.
Once a customer has formed an attitude towards a company, it is very difficult to change it. Therefore, the company's marketing department needs to create a positive image and form positive associations in people's minds.
How to Measure Brand Perception
To understand how your target audience views your company, you need to analyze metrics from different sources. Only after you have collected the information can you develop a strategy for creating the right associations.
Without analytics, efforts may be in vain and actions may be ineffective. Here are some ways to conduct a brand perception assessment:
1. Customer survey
You need to approach the list of questions correctly so as not to waste time analyzing useless data.
There are 4 factors that should be taken into account when preparing a questionnaire:
Cognitive – what associations people have with your brand. Questions that reveal this indicator might sound like: “What comes to mind first when you think of the brand?”, “Which of the following words best describes the brand?”, “How do you feel about each of the words you chose?”
Emotional — also associations, but at the level of emotions, that is, what feelings connect the consumer with your brand. Examples of questions: "What feelings do you experience when you think about brand N?", "What do you feel when you think about the product?"
The language factor is how the customer tells others about you. You can ask, “What three words would you use to describe your brand?” “What words would you use to describe service N?”
Action: This dimension demonstrates the customer’s experience with your brand and may include questions such as: “What best describes your most recent experience with the company?” “How likely are you to recommend this product to a friend or colleague on a scale of 1-10?” etc.
2. Mentions of your brand
People can share their impressions of a purchase on social networks, forums, blogs, and leave comments and reviews not only on yours but also on third-party platforms. Track and analyze the context of mentions to draw conclusions about how the audience treats your brand.