Brand Perception: What is it & How Do We Measure it

Wondering why perception is so important in marketing? This quote sums it up nicely: “Facts matter not at all. Perception is everything. It’s certainty.” – Stephen Colbert.

You see, it doesn’t matter how good your product/service is, the value it offers, or the quality you provide. If consumers don’t perceive your brand the way you want them to, your business will struggle with loyalty and getting new customers.

Today, I’m covering brand perception in detail. What is it, and why does it matter? How do you measure it? Keep reading to find out more.

What Is Brand Perception?

In marketing, brand perception is how consumers see and feel about a company or product. It’s how customers interpret and react to messages, experiences, and interactions with a brand.

Obvious things like marketing, word-of-mouth, and customer service contribute to your brand perception, and less obvious areas like colors can also influence how customers perceive you. (I’ve written an article if you want to know the best colors for online conversions).

Brand Perception vs. Brand Equity

While both concepts are essential to businesses, they serve different purposes. As you know, brand perception helps you understand how customers see your company; in contrast, brand equity allows you to quantify the value of your business. It consists of multiple factors, like:

Brand loyalty
Name recognition
Visibility

Essentially, brand equity is the difference between what a customer would pay for a generic product and what they would pay for the same product from a specific brand.

There are several ways to build equity in a brand. One is by offering high-quality products or services that customers can rely on. Another is positive customer experiences that leave people feeling good about the brand.

Creating an emotional connection with consumers can also help build equity, as people with a positive association with a brand are more likely to be loyal.

Why Do You Need Strong Brand Perception?

A brand isn’t merely a name or logo. It’s also the perception that consumers have of a company or product, and that idea can make or break a business.

Think about it – would you buy a product from a company you don’t trust? Or one whose values don’t align with your own?

Probably not.

That’s why brand perception is so important. It’s the difference between customers choosing your company over your competitors.

In addition, a strong brand perception:

Helps build trust with your audience. We mentioned earlier how important trust is, and how it makes people more likely to do business with you.
Lets you stand out from the competition. In a crowded marketplace, it’s important to have a unique and recognizable brand that people can easily identify and remember.
Can lead to higher profits. Customers pay more for products and services from brands they know and trust; when you have a loyal customer base, they keep coming back, leading to even higher long-term profits.

If consumers perceive your business positively, it can put it on the map, and if you’re already established, a good impression …read more

Source:: Kiss Metrics Blog