Why and how you should measure brand perception

Your organization’s public profile is crucial for its success. Unfortunately, that’s largely out of communicators’ hands; the public drives that narrative. Here’s how to keep tabs and adjust.

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Business is built on customer relationships, and brand perception sets the tone.

Today’s consumers share their opinions and experiences widely, and their peers trust them when it comes time to buy or pass.

Companies, of course, want to cultivate a positive brand perception among their target consumers, but it’s a tricky goal. As Brandwatch points out, companies don’t control brand perception—consumers do. They’re the ones perceiving and sharing those perceptions.

So how can companies monitor and understand consumer brand perception when they’re looking at it from inside the box?

The basics of brand perception

Research shows that 45 percent of brand perception can be attributed to what a company says and how it says it, but it’s not just messaging that steers the ship. Customers’ combined interactions with your business or product contribute to their overall brand perception, too.

Customers make judgment calls about your brand when they read an online review, make a purchase, talk to employees, read a news story, or hear about a friend’s experience.

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