The measurement of brand perception is about how a brand is perceived by clients and prospects, because they are the driving factor behind revenue. Although perception is based on a clients experience, it is something that need to be measured and influenced. To do so it’s important to understand what drives brand perception and how to measure it.
Your brand represents your company and vice versa. Brand perception consists of the entire experience and feeling customers have with your brand and/or services. Both upfront and after the purchase. So it’s not about what you communicate on your site or in advertisements, but about the associations, experiences and emotions that a customer has when interacting with your brand.
This can be based on their experience in the buying process, with customer support or the experience of their network. Their perception of your brand determines if they want to work with you, buy your services or if they will be staying loyal to your brand. So how can you influence this perception to your advantage, that it will contribute to the overall value of your brand?
To know what to change to improve your brand perception, you only need to look at your reviews. Online reviews, in Google, on your own website or on services like Trustpilot, are often used to determine if a company is trustworthy. These are usually written by people who want to inform other (potential) customers and are therefore very honest. Which is helpful for you, because it’s a good representation of your brand perception. So what is your overall score? What are complaints and what are compliments you’re receiving?
Normally we’d say quality over quantity, but in the case of reviews quantity is also a very important factor. 1000 positive reviews create more trust than 7 positive reviews. So creating more value in brand perception works in two ways. Collect as many reviews as you can and do everything you can to keep them positive. Some tips to make this happen:
Want to know what your brand is worth with your current brand perception? Use our free calculator to find out.
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