Part of the valuation of a brand is the factor brand perception measurement. If your brand image is strong and well perceived, you will attract more easily new clients, and therefore have a bigger value to them.

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.

What is brand perception?

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?

Numbers tell the tale

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?

How to improve brand perception: factors of measurement

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:

  1. Choose a platform that fits your company: The bigger the company, the more clients, the more reviews you can collect. An independent, and well-known, review-platform will help you automate the process of collecting reviews, whilst keeping it separated from your influence. Thus creating trust amongst readers of the reviews.
  2. Ask your customers to review you quickly: Ask them after they’ve had time to really experience your service or the product has been delivered, but keep the momentum of contact going. It’s easier to ask for a review during an evaluation or in a confirmation emailthan asking for it a month after the last contact. Don’t be afraid to send a reminder either as people are always busy with their own lives and could’ve overlooked your email or forgotten the request.
  3. Respond to negative reviews: This will help your image as it shows that you care. Try to solve the problem for your customer and post the solution in your response. That way, potential customers will think highly of your customer service.
  4. Use your free feedback: As stated before, honest reviews are a source of inspiration for improvements. By regularly checking your reviews you can make improvements, thereby increasing the chance that you’ll receive higher scores in the future.

Calculate your brand value

Want to know what your brand is worth with your current brand perception? Use our free calculator to find out.

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