Customers and Brand Perception

Once brand perception, whether good or bad, is established, it’s very difficult to change it in people’s minds.  Therefore, giving attention to and putting in the proper work necessary to create positive associations is important.

How do you Measure Brand Perception?

Data provides evidence and framework for what is working and what is not working in given situations.  This is also the case with brand perception.  Since this perception comes from a variety of avenues, it is important to gather information from those to help determine how to measure it.

Here are some means to collect data to evaluation that measure:

1. Surveys: Surveys are a quick and relatively easy way to collect information from people. Setting up the survey properly will aide in the responder’s responses so that the best data can be collected.
2. Social Media Mentions: Social media is the new online coffee shop.  People are constantly hanging out on these platforms sharing their views on different topics.  By monitoring some of these conversations and mentions on these platforms, one can get a feel for what people are talking about in regards to certain brands.
3. Brand Audit: A brand audit is a great means to evaluate current information.  Through primary and secondary research one can assess target markets, products/services, and brand positioning.  Although it takes extra work to complete, the results that come about from a brand audit can be influential in learning how people perceive the brand. 
4. Customer Experiences: When customers buy your products and service, implement an extra measure in that process to ask them a variety of questions.  These answers can help paint the picture on how they view the brand.