No matter what side of the business you're on, there's one term that brand owners and people working in brand marketing always refer to: brand perception. It's a phrase used in presentations, briefs, emails, blogs - every medium professionals can communicate through.
But have you ever stopped to think about what they actually mean by it?
In short, perceiving a brand is not just about seeing its logo or reading its slogan; it's about building a connection with it as a whole.
What are the components of brand perception?
- A consistently designed brand identity
- Having well-targeted and actionable brand values
- An optimized and continuously improving customer experience aiming for excellence
- Strong reputation management and "listening" to what consumers are saying about the brand
- Management of well-targeted advertisements and a comprehensive marketing communication strategy
- Maintaining the quality of products and improving the functionality of services offered
What is brand perception, and how can brands improve it?
Before diving into brand perception, we need to understand what perception itself is.
Perception can be defined as the process by which an individual uses their senses to interpret physical and emotional stimuli from their environment, ultimately forming a judgment based on their experiences and expectations.
Brand perception refers to how a brand's target audience thinks about the brand and what they feel when they encounter sensory inputs related to it.
Improving this perception positively from the brand's standpoint primarily happens by conducting marketing activities wherever consumers are present. The process is managed by effectively using tools in both online and offline channels. The perception mentioned here doesn't just focus on the brand's self-promotion; it's a multifaceted equation that involves balancing several parameters for the best possible outcome.
The fundamental criteria for a brand to be perceived positively include ensuring that the brand's messaging resonates with the consumer, keeping promises, maintaining authenticity, transparency, adhering to ethical standards, and fostering meaningful, high-quality interactions with customers.
Why should you invest in improving brand perception?
The equation is simple: if a consumer perceives good things about your brand, they'll trust you more, remain loyal to your products and services, and even, secondarily, recommend your brand to others. Strengthening brand perception is directly linked to customer loyalty, which not only increases your market presence but also ultimately drives sales.
Thus, perceiving a brand goes far beyond merely knowing its name, memorizing its slogan, or following its products. It also involves understanding the brand's values, how it views the world, the promises it makes, and the experiences it offers to its customers.
Moreover, the actions taken might align with the consumer's values or oppose them; either way, turning negative situations into positive ones is part of the effort to improve brand perception. Consumers see and hear the outward-facing side of a brand and form their own opinions. For this reason, managing brand perception is a critical process that requires attention to every detail in the customer's journey with the brand.
If a brand seeks to establish lasting communication with its target audience, it must continuously invest in efforts to improve its brand perception.