Creating a powerful brand that customers relate to is about building the strongest positive perception you can in the minds of your customers. It is here, in the minds and the hearts of customers, that your brand lives.
That’s why companies who not only focus on how their brand is selling, but also on the perception of their brand, prosper. Understanding brand perception is vital for everything from product/service development to positioning, market segmentation and driving the marketing mix.
Perception is formed as a result of our experiences of the company, product or service and generally falls into two main areas. The actual experience of the product such as quality, reliability and speed. And from emotion – how it makes the customer feel.
Developed over time from a variety of interactions and experiences a person has with the brand perception is a true gauge of how that person connects with the brand. Every single interaction with a brand goes to forming the perception we hold. Every phone call, every package received, every checkout interaction, every piece of collateral received all reinforce the perception.
Measuring brand perception is relevant for companies of all sizes, ages, and stages of the brand lifecycle.
For mature companies understanding the brand perception with customers old, new and future will help maintain the strength of the brand or indicate that it is time for a refresh. Newer businesses use results to differentiate their brand and formulate a strong market positioning. Companies extending product ranges must be clear on whether customers will accept a new product or service before they introduce it.
Here are 6 tips you should consider when you are measuring brand perception:
- Use existing customers, lapsed customers and prospects
- Measure awareness and preference
- Include both behavioural and attitudinal measures
- Include competitive comparisons
- Determine what the brand communicates immediately, its value and loyalty
- Measure the brand’s individuality
The information from brand perception studies help form powerful marketing strategies that can inform and empower marketers and business owners alike. When companies are clear about how customers and prospects perceive their brand, it can help drive marketing success. So, take some time now to consider
1. Where your brand is in the lifecycle
2. How positive/negative, strong/weak your brand is
3. How you can conduct regular perception studies – we live in a fast paced world
4. How understanding your brand perception will guide your marketing strategy
Successfully measuring brand perception and awareness helps companies tailor their marketing in the most cost-effective way. It also helps guide strategy in the longer term.
Karen Lambert is an experienced strategic marketer and Managing Director at Happy Creative, a full service marketing agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
