Brand perception is all based off of your customers attitude toward your brand. Perception is the perceived value of your brand and you want this to be positive! Haven’t you heard the saying: the company is only as good as the customers perceive it to be?!
Don’t lose sight of our previous post on Brand Strategy. Brand strategy should trickle down into all facets of the organization. The consistency of your strategy will directly influence customer perception of the brand. If the customer is confused, your business ends up suffering. What you need to do is change your lens… Internally, brand perception could seem seamless and cohesive. You must remember to step back and look from the customers perspective. Customers also may say one thing but are not completely aware of all the things they think or feel about a brand. You can get a relative idea of brand perception through customer reviews, conversations, and feedback via social networking sites. Analytics are your friend! This is current reality of the brand – in real time. Additionally, surveys and focus groups can do so much and help to reflect the perception but other methods are more indicative of the true thoughts of your customers. Marketing research can often times combat this discrepancy and allow your business to better understand what customers want, need, intend, and perceive.
Marketing research tends to be more complex than most small business’ are capable of or can afford to outsource for. When a business does use marketing research to their advantage they can better tailor the business to the customer needs. Marketing researchers analyze customer feedback and produce predicative models to combat uncertainty with outcomes and forecast future knowledge. Then you can act on this new understanding! Does that sound like a whole lot of mumbo jumbo? Yeah, it can be pretty complicated that’s why there are professional marketing gurus to help you and many marketing firms and agencies in Denver that do just this!