Brand perception is the driving force behind a successful business. Essentially, the way your brand is perceived influences consumer decisions, builds relationships with partners and directly impacts your bottom line.

In this blog, we unpack the following topics:

What Is Brand Perception?
Why Brand Perception Measurement Is Important
How To Measure Brand Perception
How To Improve Brand Perception

By understanding brand perception definition, you can take actionable steps to strengthen customer relationships and attract new ones.

What Is Brand Perception?

First, let’s unpack the brand perception definition.

Brand perception refers to the overall impression and emotional response that consumers have toward a company or product. It’s how customers react and respond to the messages and interactions linked to a specific brand.

Brand perception is crucial when fostering stronger customer connections. When people choose between similar products, they often consider their feelings and attitudes toward different brands. They read online reviews, explore free trials or reach out to customer support.

As such, developing a positive brand perception can set you apart from your competitors. When consumers hold favorable views of your brand, it not only increases their trust and loyalty but also positions your company as a preferred choice in the competitive market.

To better unpack brand perception meaning, consider how some of the most successful companies tap into the consumer’s senses. Connecting with sight, sound, touch, smell and emotions can create a profound and lasting impact.

Here are brand perception examples that successfully incorporated the different senses:

1. Sight

Distinct logos and entertaining commercials are great ways to establish a strong visual identity globally. Consider these iconic brand perception examples:

Apple: The company’s logo, a simple apple silhouette with a bite taken out on the right side, has become synonymous with minimalism, innovation and quality.

Coca-Cola: Its vibrant packaging serves as a brand perception example that relies on color as a visual cue for customers.

Nike: Nike’s swoosh logo is a powerful symbol that transcends language barriers.

IKEA: The company engages the visual sense with its showroom-style stores and colorful catalog.

2. Sound

These catchy jingles and taglines stand out as compelling brand perception examples:

McDonald’s: The brand’s global jingle, “I’m Lovin’ It,” is a musical earworm that captures the positive experience associated with the brand.

KitKat: The iconic tagline, “Have a Break, Have a KitKat,” serves as another brand perception example. It is not just a catchy phrase but also a call to action, urging customers to take a moment and savor the renowned chocolate.

3. Smell

The sense of smell is intricately linked to the brain’s limbic system, which is linked to emotions and memories. Brands that incorporate specific scents into their products or spaces can improve brand recall and recognition.

Starbucks: The signature scent of freshly ground coffee permeates every Starbucks branch. This is because each store grinds its unique coffee beans, creating an inviting atmosphere that sets the brand apart.

Singapore Airlines: A brand perception example centered around a unique scent featuring notes of rose, lavender and citrus. Flight attendants wear this distinctive fragrance, and it’s also sprayed on towels.

4. Emotions

Some brands launch ads that go beyond promoting products, creating emotional narratives that tug at the heartstrings.

John Lewis: The brand’s commercials have become highly anticipated for their heartwarming storytelling, emphasizing themes of love, generosity and togetherness.

Why Brand Perception Measurement Is Important

Here’s why brand perception is integral to a business’s success:

It Increases Consumer Trust

Measuring brand perception is key to building credibility and trust. This trust not only influences purchase decisions but also fosters long-term loyalty. Satisfied customers, trusting in the brand’s reliability, are more likely to stick around, becoming repeat customers and brand advocates.

It Ignites Word-of-Mouth Marketing

Brand awareness and brand perception go hand in hand. Satisfied customers are more likely to advocate for your brand, driving referrals and new opportunities.

It Boosts Crisis Resilience

Companies that enjoy a favorable brand image are better prepared to navigate uncertainties and bounce back stronger than ever. This is because consumers are inclined to give them the benefit of the doubt and support them through challenging times.

It Gives You Room To Set Premium Pricing

By measuring brand perception, you can identify areas for improvement and foster enduring relationships. When a company has a strong brand reputation, customers are willing to pay more for its products, even if they could buy similar items from a competitor at a lower cost.

How To Measure Brand Perception

Now that we’ve analyzed brand perception definition and its importance, it’s time to delve into concrete steps you can take to measure your own.

The simplest way to measure brand perception is to talk to your customers. Reach out and ask them the following questions:

How would you describe your general impression of our brand?

Could you share your recent experiences with our brand?

Are there specific aspects of our brand that you particularly appreciate?

Conversely, are there any aspects you dislike or find less favorable?

Would you be inclined to recommend our brand to friends and family?

In what areas do you think our brand excels, and where do you see opportunities for improvement?

How well do you feel our brand aligns with your values and expectations?

Have you had any interactions with our customer service, and if so, how would you rate the experience?

On a scale from 1 to 10, how likely are you to continue using our products/services in the future?

Here are more steps you can take to measure brand perception:

1. Conduct Surveys

Brand perception surveys are a reliable tool for gathering customer feedback. They can reveal how customers feel about past campaigns or the emotional connections evoked by your logo.

Utilize tools such as Google Forms to craft surveys and distribute them to your email list or social media followers. Alternatively, consider enlisting professional survey campaign management services to save time and improve efficiency.

2. Monitor Online Reviews

Monitoring online reviews on platforms like Google, Yelp and other directories provides valuable insights into brand perception. By keeping tabs on the quantity of positive and negative reviews and promptly responding to feedback, you’re not only managing brand perception but also actively enhancing it.

3. Perform Social Media Listening

Keeping a close eye on brand mentions, comments and posts can help you measure brand perception. By leveraging social media insights, you can discover opportunities for growth and build stronger audience connections.

4. Dive Into Website Analytics

Monitoring website traffic, bounce rates and engagement metrics aids in measuring brand perception. Analyzing this data allows you to make informed, data-driven decisions that improve both overall site functionality and user experience.

How To Improve Brand Perception

Brand perception meaning is evoked by the company’s overall messaging, products and interactions. Taking proactive steps to enhance and manage brand perception is an investment that translates into greater trust, credibility and sales.

1. Define Your Brand

Before you can effectively manage brand perception, clearly express what your brand stands for: its values, mission and unique selling points. Once you’ve established these elements, you can create an effective brand perception strategy that drives repeat sales.

2. Focus on Positive Customer Experiences

Prioritize positive customer experiences, from the first interaction to long after they’ve made a purchase. Promptly address any concerns or complaints and ensure their insights are heard and acknowledged. This helps keep customers happy and builds lasting relationships.

3. Be Consistent

Ensure your brand remains uniform across your website, social media profiles and packaging. Building brand awareness and brand perception involves keeping your tone, messaging and visuals harmonized. This coherence makes it easier for customers to recognize and connect with your brand across diverse platforms.

Create a Successful Brand Perception Strategy With Rize Reviews

At Rize, we help businesses proactively manage brand perception and develop stronger customer relationships. We handle all facets of your brand perception strategy, from video testimonial generation to social media follower growth. By relying on us to track and analyze brand perception metrics, you can save time and yield greater returns.

Talk to our team about how we can help you with brand perception measurement and improvement.

What Is Brand Perception and How Can Your Business Measure It?