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  • Writer's pictureAna Gomez

Managing and Improving Brand Perception: Strategies, Tactics, and Tools

Brand perception is determined by customers, not companies. It is what customers believe a product or service represents, based on their use, experience, functionality, reputation and word-of-mouth recommendations, both online and in person. How Customers Perceive Your Brand

Customers form opinions about a brand based on their experiences, interactions, and perceptions. These opinions, often referred to as brand perception, can be influenced by factors such as product or service quality, reputation, and word-of-mouth recommendations. Companies can control how they present their brand to customers by carefully crafting a brand personality that aligns with their values and connects with their target audience. To create a lasting brand perception, companies can also tap into customers' five senses by using visually recognizable logos, catchy jingles, appealing scents, and emotional advertising campaigns. Surveys can be used to gauge customers' perceptions of a brand and identify areas for improvement. Why Brand Perception Matters

Having a positive brand perception is crucial for a company's success. When customers have confidence in a brand, they are more likely to make purchases and recommend it to others. This can lead to increased sales, partnerships, and opportunities for launching new products.

One of the main goals of managing brand perception is to create a strong brand value and equity. Brand equity is the added value a company receives from a product with a recognizable name, compared to a generic equivalent. By developing a high level of brand equity, customers are more likely to choose a brand-name product over a generic one, even if it is more expensive.

Measuring Brand Perception: Techniques and Tools

Measuring brand perception is crucial for understanding how customers perceive your brand and identifying areas for improvement. Here are several ways to measure brand perception:

  1. Brand focus groups and forums: Gathering small groups of customers, either in-person or online, to discuss their experiences with your brand can provide valuable insights into what customers like and dislike about your brand.

  2. Brand perception surveys: Surveys are a simple and effective way to gather feedback from customers. They can include metrics such as the net promoter score and customer satisfaction score, and provide a comprehensive understanding of customer perceptions of your brand.

  3. Social media monitoring: Tracking mentions and reactions to your brand on social media platforms like Facebook, Twitter, LinkedIn, and Instagram can provide valuable insights into how customers are engaging with your brand online and inform social media strategy.

  4. Reviews and comments: Monitoring customer reviews and comments on platforms like Yelp, TripAdvisor, and Google can provide valuable insights into customer satisfaction and areas for improvement.

  5. Measuring brand uniqueness: Analyzing open-ended feedback from customers can help you identify unique attributes of your brand that set it apart from competitors.

It is recommended to regularly measure your brand perception, benchmark it over time, and identify what drives improvements. This can help to strengthen your brand and improve customer satisfaction.

Improving Brand Perception: Strategies and Tactics

  1. Revisit your brand: If research shows that your brand is not resonating with customers, consider refreshing its image to better align with customer needs and perceptions.

  2. Lead with strong leadership: Ensure that your leadership team is fully supportive of and invested in the process of improving brand perception. They should be able to see the progress being made in real-time through data dashboards.

  3. Listen to customers: Gather feedback from customers through surveys and by encouraging employees to have genuine conversations with customers. Use this feedback to inform brand perception changes.

  4. Involve employees: Employees play a crucial role in shaping brand perception. Involve them in the process by gathering their feedback and ideas through an anonymous employee suggestion box.

  5. Leverage content: Once you have identified your target audience, ensure that your website, blog, and social media channels reflect your brand messaging and are optimized to reach as many people as possible.

  6. Be adaptable: Be prepared to diversify and explore new opportunities as the market evolves. Keep an eye out for opportunities that may not align with your brand's core but can still benefit your brand.

Brand perception is a critical aspect of a company's success, and it is determined by customers' experiences, interactions, and perceptions. Companies can shape their brand perception by carefully crafting a brand personality that aligns with their values and connects with their target audience. Measuring brand perception is crucial for understanding how customers perceive your brand, and there are various techniques and tools to do so. Improving brand perception requires revisiting your brand, leading with strong leadership, listening to customers, involving employees, leveraging content, and being adaptable. By consistently measuring and improving brand perception, companies can build a strong brand value and equity and attract and retain loyal customers. Smoothen's CX solutions can also help companies improve their brand perception by leveraging data analytics to measure and improve customer satisfaction and engagement, and develop strategies to improve brand perception and loyalty.


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