Consider your shopping patterns for a moment. Why do you choose to buy certain items while disregarding others? Chances are, your purchasing decisions are influenced by your perception of the brand, which encompasses the thoughts and feelings associated with a particular company.

This tendency is not unique to you. In fact, a study by Salesforce reveals that 62% of customers feel emotionally connected to the brands they patronize. Once consumers develop an attitude towards a brand, it becomes challenging to alter their perception. Consequently, brands dedicate considerable effort to establish positive associations with consumers right from the beginning.

Understanding how people perceive your brand is crucial for shaping those perceptions and building brand equity. By comprehending the factors that influence brand perception and how it affects both the decisions made by companies and consumers, you can effectively manage and enhance your brand’s image.

What is Brand Perception?

Brand perception refers to the overall impression, beliefs, and feelings that consumers have towards a product or service. It is not merely what a brand claims to represent, but rather the perception shaped by consumers based on their experiences and engagement with the brand.

The significance of brand perception lies in its ability to create emotional connections with consumers. When making purchasing decisions, people take into account their attitudes towards different brands. They seek out reviews, engage with customer support, seek opinions from friends, or even try out free trials. All these touchpoints contribute to the formation of brand perception, which ultimately impacts the success of a company. Positive brand perception leads to increased customer loyalty.

Examples of brand perception can be seen in everyday life, such as the fierce debates between Apple and Android users, the loyalty of Nike shoe wearers, and the exclusive preference for either Coca-Cola or Pepsi. Companies that understand the importance of brand perception use this knowledge to build brand equity.

Brand equity goes beyond individual customer opinions and encompasses the collective perceptions, experiences, and opinions that shape a brand’s reputation. Companies with high brand equity attract loyal customers who consistently choose their products or services over competitors. According to Intercom, 88% of executives agree that customer engagement has a significant impact on a business’s bottom line. However, Talon reports that 60% of executives feel their companies are not effectively conveying the right message to customers.

The growth of a company is heavily influenced by its ability to establish a brand perception that resonates with its target market. While it may appear that brand perception is beyond one’s control, there are measures that can be taken to assess it and enhance people’s attitudes towards the brand.

How to measure Brand Perception?

To measure brand perception, it is important to gather data from various sources to understand how consumers, employees, stakeholders, and competitors perceive your brand. Here are some methods for measuring brand perception:

Brand Perception Surveys:

Conduct surveys to gather feedback on what people think about your business and how it compares to competitors. These surveys should include questions that cover emotional, cognitive, and action-oriented aspects of brand perception.

Social Listening:

Use social listening tools or Google alerts to track online mentions of your brand. Monitor social media comments, online reviews, relevant hashtags, forums, and news mentions to stay informed about conversations surrounding your brand.

Brand Audit:

Conduct a comprehensive brand audit to assess your brand perception in comparison to competitors. This involves researching primary and secondary target audiences, analyzing competitor products or services, evaluating your communications strategy, and delving into your brand positioning.

Customer Data:

Collect data from customers at each stage of the buyer’s journey. This can include information on how customers research, evaluate, compare, interact with support, make purchase decisions, onboard, and engage with the brand post-purchase.

By gathering sufficient data through these methods, you can evaluate whether consumer sentiment aligns with your desired brand identity. If it does, you can continue on the same path. If not, you can identify areas for improvement to enhance consumer brand perception.

Brand Perception Examples:

The examples below illustrate how businesses can shape consumer sentiments and align their brand’s inner identity with its external image, influencing brand perception:

Snickers:

Through clever campaigns, Snickers has created a brand perception that eating their chocolate bars can transform individuals from being hangry and unfocused to sharp and satisfied, making it a preferred choice among candy lovers. 

Orangetheory: 

With its community-oriented workout classes, Orangetheory has established a brand perception that appeals to individuals seeking connection and competition while exercising. It strikes a balance between casual group classes at national gyms and high-intensity workouts like Crossfit.

Zoom:

Initially hailed as an innovative and beloved video platform during the pandemic, Zoom faced a shift in brand perception as remote workers experienced “Zoom fatigue.” To adapt, the brand adjusted its messaging from “Video conferencing that doesn’t suck” to “How the world connects,” acknowledging the evolving consumer perception and changing needs.

These examples highlight the importance of consistently shaping brand perception through various touchpoints, including PR campaigns, packaging, and messaging, to ensure alignment between consumers’ perceptions and the intended brand image.

Conclusion

Understanding the perceptions people have of your brand is crucial for building a thriving business. It provides valuable insights that help shape your brand identity, develop effective marketing campaigns, and adapt to changes in consumer perception. With the ability to measure brand perception, you can make informed strategic decisions that propel your company towards success.