What Is Brand Perception And How You Can Measure It?

Author
Dropthought
Published on:
Mon Jul 17 2023
Categories
Customer Experience

The importance of brand perception cannot be underestimated, as it plays an important role in the success or failure of any brand. Brand perception refers to how customers feel about a particular brand and its products/services in comparison with other competing brands on the market.

The better you understand how people feel about your brand, the easier it will be for you to tell if their perception matches up with reality and then you can take any necessary actions to improve it.

Whether you’re launching a new product or service or looking to improve an existing one, measuring the perception of that brand is important.

Brand perception can be measured through surveys and other forms of qualitative research. The best time to measure your brand perception is before you launch a new product or service, as this gives you time to make changes before any negative feedback can take hold.

Here are some of the best ways you can follow to measure brand perception:-

1. Surveys

Surveys are one of the best ways to measure brand perception. By collecting feedback from customers, businesses can gain valuable insights into how their brand is perceived. In the survey, you can ask them about their experiences with your brand and how they feel about it.

  • Make sure you are asking the right questions. If you want feedback on a specific aspect of your business, then you should not confuse your customer by adding some unrelated questions. For example, if one of your goals is to improve customer service, ask questions related to customer service rather than general satisfaction with products or services offered by your company.
  • Ask open-ended questions so that customers can explain their concerns. For example, in an open-ended question, you can ask - “What do you like most about the product/service?”

The survey questions should focus on various aspects, such as brand awareness, brand associations, and customer satisfaction. Analyzing the survey responses provides quantitative data, allowing businesses to track changes in brand perception over time.

2. Social media monitoring

To measure brand perception, you need to look at what is being written about your brand. Monitoring social media platforms allows businesses to gain real-time insights into customer sentiments, opinions, and conversations about their brand.

To do this, you can use a media monitoring tool to track mentions and sentiment. You can also look at what's not being written about your brand, the absence of something is often just as important as its presence.

By closely monitoring social media, businesses can identify potential issues, and respond promptly to customer feedback.

According to research, “70% of people say they’ve changed their opinion about a brand after the company replied to a review.”

3. Online customer reviews

Online customer reviews are helpful in measuring brand perception. They are often the first thing people see when they search for information about your business, so you must have a strong presence on review sites such as Yelp and Google business listing.

Monitoring and analyzing these reviews help businesses understand how customers perceive their brand and the impact it has on their purchasing decisions. Positive reviews indicate a strong brand perception, while negative reviews may highlight areas for improvement. Engaging with customers through responses to reviews showcases the brand’s commitment to customer satisfaction.

4. Competitive Analysis

Understanding brand perception goes hand in hand with analyzing the perceptions of competitors. The comparative analysis enables businesses to measure their brand's position relative to their competitors and identify areas of differentiation. By comparing brand attributes, market positioning, and customer perceptions across competitors, businesses can gain insights into their own brand strengths and weaknesses.

5. Analyze customer support interactions

This is another best way to measure brand perception. Customer support interactions provide real-time insights into brand perception. Monitoring and analyzing customer service interactions, including emails, live chats, or phone calls, can reveal customers’ sentiments and experiences. Businesses can identify recurring issues, address customer concerns promptly, and optimize their brand experience.

Conclusion

Measuring brand perception is an important part of any marketing campaign. It will help you understand whether your brand is being viewed positively or negatively by customers so that you can make the necessary adjustments to improve your brand image.

If you are looking to measure and optimize your brand experience, then Dropthought can certainly help!

Dropthought is a user-friendly, omnichannel, and real-time customer experience management platform. We empower companies in different verticals to create delightful experiences for customers across their journey. Get detailed analysis and insights from data to exactly know what your customers think and what actions you need to take to delight them.

With a dedicated customer success team, we would ensure that you are optimizing your Customer Experience programs and strategies to create great experiences!

Learn more by simply clicking here.