Discover what brand perception is and how to analyze it within a company
Posted: Thu Jan 23, 2025 7:10 am
Beyond offering the best price or the highest quality service, you must have the trust of your audience. Brand perception serves as a thermometer for companies to understand how their audiences really view the work they are doing .
Within Digital Marketing , many tasks and actions can be controlled by companies and brands. With so many metrics available, anyone can design their campaigns on Google Ads , for example. However, one extremely important detail cannot be defined by a company: brand perception . That is, how your consumers —and potential customers— see your organization .
Even if your strategic planning sets out the message you want to convey to your teacher database audience, only users can define what your business really is. The experience provided is becoming increasingly important, so it is essential to understand what they think about your brand.
To clarify some doubts on the subject and highlight the importance of brand perception for the future of your business, we have prepared an article in which we will address the following topics:
Are you ready to understand what your Buyer Persona thinks about your company and how that understanding can strengthen your business ? Read on to find out!
What is brand perception and how does it work?
Why is this relevant to a business?
How is it possible to analyze brand perception?
How to influence a positive perception?
What is brand perception and how does it work?
User experience is increasingly valued by businesses. After all, the competition is more prepared than ever and it is necessary to do more than just a sale for the long-awaited loyalty. Does your business, in fact, offer a satisfactory purchasing journey to your target audience? Most companies believe so, but the reality is different.
According to a study by Bain and Company , 80% of brands believe they are offering a “superior experience” to their customers. However, consumers interviewed indicated that only 8% actually deliver a differentiated value proposition . This research is one more example of what brand perception is all about.
In short, it’s about how your audience views your brand . In other words, it’s not the message your company wants to convey to the market, but how consumers understand what it stands for. This perception is built from the experiences your organization provides – whether bad or positive.
Imagine you have an e-commerce business that promotes fast and efficient home delivery as your competitive advantage. However, the pitch is not in line with reality and many consumers are dissatisfied with the performance of shipping from your online store. The message you send may continue to insist on this point, but your audience will have a completely opposite view.
With digital transformation and consumer empowerment, this assessment becomes even more important. After all, the opinion of a dissatisfied customer on a platform can impact your sales. This scenario reinforces the importance of investing in practices and actions that make your discourse and branding consistent .
Brand perception, therefore, represents the consumer's feelings after interactions with a company. This judgment will directly affect the moment of making a decision. That's why it's so important to understand what your audience is thinking about your brand so that you can make the necessary adjustments and gradually change this scenario.
Why is this relevant to a business?
So why is it so important to care about brand perception? We have listed some of the reasons why you should start paying attention to what people think about your company and how it impacts your marketing strategies. Find out!
Trust
The first point is the trust your audience has in you. When your audience's brand perception is negative, who will believe what you have to offer?
Therefore, taking care of this issue is a way to ensure that your reputation is favorable. From that point on, sales and conversion opportunities will increase considerably.
Customer retention
When your message is in line with what the public thinks of your company, your customer retention work is optimized. Even if the price is not lower, for example, the consumer feels more comfortable continuing to buy from your company. This can represent an increase in important indicators, such as the average ticket or lifetime value.
Word of mouth marketing
Word of mouth marketing remains one of the most effective strategies for promoting a brand. When your audience's perception is positive, consumers tend to feel comfortable sharing their opinion of your products and services. After all, the experience was so positive that it makes no sense to stop directing colleagues, friends and family to seek out your company as well.
Brand defense of one's own free will
With the online world always on, it’s not always possible for your brand to defend itself or respond to negative comments, for example. By gaining the trust of your consumers, they also act as advocates for your company. The best part? All of this is done spontaneously, making interaction with other users more natural and effective.
Loyalty
Loyalty is also another important factor, especially in a period characterized by so much competition. After positive experiences, a bad one will not be the one to damage your reputation. Better yet, an aggressive offer from your competitor will not take away your sales. Loyal consumers practically become partners of your company.
Improve the relationship
With all this on the agenda, the relationship between the two parties is improved. After all, you and your consumer begin to trust each other more and understand that the relationship is not based solely on commercial interests. Of course, this remains the main factor, but the contact is so close that the relationship becomes more friendly. In the long term, this means more satisfied consumers.
Provides a more realistic view
Brand perception also helps you understand your long-term actions. Let’s go back to the e-commerce example: you made countless sales due to an aggressive promotion, but the delivery of the products was marked by many delays. The metrics may even indicate a high conversion, but the number will not be such an accurate picture of reality, as the brand perception will be negative and this will affect future business.
Allows you to make adjustments
Whether we like it or not, brand perception is a form of feedback that consumers give to your company. The best thing you can do with a review is to understand how it can help improve your business. When you notice that your audience has a negative perception about their experience on your site , why not invest in solutions that solve this problem?
How is it possible to analyze brand perception?
But how can your team assess brand perception? Options abound for understanding what they’re thinking about your business.
Explore Google Alerts
Google —always Google— can be an important partner in analyzing the perception of your brand. Through Google Alerts , you can follow everything that is said about your company in the digital environment. Since it is not easy to keep track of every post, select a few terms you want to track and receive everything automatically.
You can check the main publications and references to your company name for free , for example. This way, your team can always be aware of the most relevant mentions and, in addition to recording and understanding these ratings, can act when necessary.
Monitoring comments on social networks
Social media is also a platform that your team should monitor closely. A relevant thermometer is to follow the comments left on your pages.
A post about your e-commerce delivery efficiency that receives a flood of criticism indicates a negative perception. At the same time, positive feedback from satisfied customers shows that your message is being effective.
Evaluate feedbacks in specialized channels
As we mentioned earlier, there are specific platforms for consumer reviews and feedback. Additionally, Google Reviews can provide more details about what consumers think about your brand.
It is important to not only monitor, but also respond and ensure that each customer has their issue resolved , which can also contribute to transforming a negative perception into a positive one.
Conduct constant research
Another point you can't overlook: monitoring brand perception must be a constant task . What works one day can suddenly become a problem. That's why it's necessary to monitor these channels frequently and make sure that the perception of your company is always as planned.
How to influence a positive perception?
The good news is that, in addition to monitoring brand perception, it is possible to influence a positive outlook regarding your business. Here are some tips, check them out!
Invest in brand personality
While brand perception is not something imposed by a company, targeting can be important. Therefore, it is necessary to invest in the brand personality, that is, the characteristics that represent the organization. The most relevant thing to understand in this action is: what is said must also be put into practice .
There is no point in adopting an external consumer-centric stance and, in practice, offering poor service. For personality to have value for your audience, it needs to really convey the messages that are disseminated with strategies, campaigns and actions in the work routine.
Exciting stories
Content marketing can also play an important role in influencing positive brand perception by the public. Rather than trying to promote your products and services, investing in producing exciting stories can be a way to get closer to your audience. Techniques such as storytelling can stimulate a closer relationship.
Authenticity
While you are implementing these actions, you should always do so in an authentic way. After all, many companies also use the same tactics to reach out to their audiences, even their competitors.
It is important to find a well-defined personality for your brand and ensure its authenticity to create a natural bond with the consumer.
Visual identity
Visual identity is relevant to brand perception as it is the first contact between two parties. Getting the colors and design of visual elements right can be a great calling card.
Even if the service is top-notch, a poor website can compromise your brand identity and even rule out new business opportunities.
Understanding what brand perception is and how it works is the first step to changing your audience's opinion. Only by constantly monitoring user feedback about your company is it possible to make the necessary changes. Although it is a job with long-term results, it is a culture change that can boost the performance of all your marketing strategies .
Within Digital Marketing , many tasks and actions can be controlled by companies and brands. With so many metrics available, anyone can design their campaigns on Google Ads , for example. However, one extremely important detail cannot be defined by a company: brand perception . That is, how your consumers —and potential customers— see your organization .
Even if your strategic planning sets out the message you want to convey to your teacher database audience, only users can define what your business really is. The experience provided is becoming increasingly important, so it is essential to understand what they think about your brand.
To clarify some doubts on the subject and highlight the importance of brand perception for the future of your business, we have prepared an article in which we will address the following topics:
Are you ready to understand what your Buyer Persona thinks about your company and how that understanding can strengthen your business ? Read on to find out!
What is brand perception and how does it work?
Why is this relevant to a business?
How is it possible to analyze brand perception?
How to influence a positive perception?
What is brand perception and how does it work?
User experience is increasingly valued by businesses. After all, the competition is more prepared than ever and it is necessary to do more than just a sale for the long-awaited loyalty. Does your business, in fact, offer a satisfactory purchasing journey to your target audience? Most companies believe so, but the reality is different.
According to a study by Bain and Company , 80% of brands believe they are offering a “superior experience” to their customers. However, consumers interviewed indicated that only 8% actually deliver a differentiated value proposition . This research is one more example of what brand perception is all about.
In short, it’s about how your audience views your brand . In other words, it’s not the message your company wants to convey to the market, but how consumers understand what it stands for. This perception is built from the experiences your organization provides – whether bad or positive.
Imagine you have an e-commerce business that promotes fast and efficient home delivery as your competitive advantage. However, the pitch is not in line with reality and many consumers are dissatisfied with the performance of shipping from your online store. The message you send may continue to insist on this point, but your audience will have a completely opposite view.
With digital transformation and consumer empowerment, this assessment becomes even more important. After all, the opinion of a dissatisfied customer on a platform can impact your sales. This scenario reinforces the importance of investing in practices and actions that make your discourse and branding consistent .
Brand perception, therefore, represents the consumer's feelings after interactions with a company. This judgment will directly affect the moment of making a decision. That's why it's so important to understand what your audience is thinking about your brand so that you can make the necessary adjustments and gradually change this scenario.
Why is this relevant to a business?
So why is it so important to care about brand perception? We have listed some of the reasons why you should start paying attention to what people think about your company and how it impacts your marketing strategies. Find out!
Trust
The first point is the trust your audience has in you. When your audience's brand perception is negative, who will believe what you have to offer?
Therefore, taking care of this issue is a way to ensure that your reputation is favorable. From that point on, sales and conversion opportunities will increase considerably.
Customer retention
When your message is in line with what the public thinks of your company, your customer retention work is optimized. Even if the price is not lower, for example, the consumer feels more comfortable continuing to buy from your company. This can represent an increase in important indicators, such as the average ticket or lifetime value.
Word of mouth marketing
Word of mouth marketing remains one of the most effective strategies for promoting a brand. When your audience's perception is positive, consumers tend to feel comfortable sharing their opinion of your products and services. After all, the experience was so positive that it makes no sense to stop directing colleagues, friends and family to seek out your company as well.
Brand defense of one's own free will
With the online world always on, it’s not always possible for your brand to defend itself or respond to negative comments, for example. By gaining the trust of your consumers, they also act as advocates for your company. The best part? All of this is done spontaneously, making interaction with other users more natural and effective.
Loyalty
Loyalty is also another important factor, especially in a period characterized by so much competition. After positive experiences, a bad one will not be the one to damage your reputation. Better yet, an aggressive offer from your competitor will not take away your sales. Loyal consumers practically become partners of your company.
Improve the relationship
With all this on the agenda, the relationship between the two parties is improved. After all, you and your consumer begin to trust each other more and understand that the relationship is not based solely on commercial interests. Of course, this remains the main factor, but the contact is so close that the relationship becomes more friendly. In the long term, this means more satisfied consumers.
Provides a more realistic view
Brand perception also helps you understand your long-term actions. Let’s go back to the e-commerce example: you made countless sales due to an aggressive promotion, but the delivery of the products was marked by many delays. The metrics may even indicate a high conversion, but the number will not be such an accurate picture of reality, as the brand perception will be negative and this will affect future business.
Allows you to make adjustments
Whether we like it or not, brand perception is a form of feedback that consumers give to your company. The best thing you can do with a review is to understand how it can help improve your business. When you notice that your audience has a negative perception about their experience on your site , why not invest in solutions that solve this problem?
How is it possible to analyze brand perception?
But how can your team assess brand perception? Options abound for understanding what they’re thinking about your business.
Explore Google Alerts
Google —always Google— can be an important partner in analyzing the perception of your brand. Through Google Alerts , you can follow everything that is said about your company in the digital environment. Since it is not easy to keep track of every post, select a few terms you want to track and receive everything automatically.
You can check the main publications and references to your company name for free , for example. This way, your team can always be aware of the most relevant mentions and, in addition to recording and understanding these ratings, can act when necessary.
Monitoring comments on social networks
Social media is also a platform that your team should monitor closely. A relevant thermometer is to follow the comments left on your pages.
A post about your e-commerce delivery efficiency that receives a flood of criticism indicates a negative perception. At the same time, positive feedback from satisfied customers shows that your message is being effective.
Evaluate feedbacks in specialized channels
As we mentioned earlier, there are specific platforms for consumer reviews and feedback. Additionally, Google Reviews can provide more details about what consumers think about your brand.
It is important to not only monitor, but also respond and ensure that each customer has their issue resolved , which can also contribute to transforming a negative perception into a positive one.
Conduct constant research
Another point you can't overlook: monitoring brand perception must be a constant task . What works one day can suddenly become a problem. That's why it's necessary to monitor these channels frequently and make sure that the perception of your company is always as planned.
How to influence a positive perception?
The good news is that, in addition to monitoring brand perception, it is possible to influence a positive outlook regarding your business. Here are some tips, check them out!
Invest in brand personality
While brand perception is not something imposed by a company, targeting can be important. Therefore, it is necessary to invest in the brand personality, that is, the characteristics that represent the organization. The most relevant thing to understand in this action is: what is said must also be put into practice .
There is no point in adopting an external consumer-centric stance and, in practice, offering poor service. For personality to have value for your audience, it needs to really convey the messages that are disseminated with strategies, campaigns and actions in the work routine.
Exciting stories
Content marketing can also play an important role in influencing positive brand perception by the public. Rather than trying to promote your products and services, investing in producing exciting stories can be a way to get closer to your audience. Techniques such as storytelling can stimulate a closer relationship.
Authenticity
While you are implementing these actions, you should always do so in an authentic way. After all, many companies also use the same tactics to reach out to their audiences, even their competitors.
It is important to find a well-defined personality for your brand and ensure its authenticity to create a natural bond with the consumer.
Visual identity
Visual identity is relevant to brand perception as it is the first contact between two parties. Getting the colors and design of visual elements right can be a great calling card.
Even if the service is top-notch, a poor website can compromise your brand identity and even rule out new business opportunities.
Understanding what brand perception is and how it works is the first step to changing your audience's opinion. Only by constantly monitoring user feedback about your company is it possible to make the necessary changes. Although it is a job with long-term results, it is a culture change that can boost the performance of all your marketing strategies .