What is Brand Perception & Why is it Important?
Brand perception captures an audience’s overall feeling towards what your brand represents and embodies. How your audience perceives your company greatly drives future customer interactions.
Harris Brand Platform provides a deeper understanding of your current brand perception, and opportunities for growth.
Brand perception is a high-level benchmark that measures how people feel about your company. Perception is driven by the way a brand positions its products, marketing, and actions.
Brand perception affects whether an individual purchases and/or recommends your product or service. Further, a positive brand perception builds brand equity which encourages continued engagement.
Harris Brand Platform allows you to track changes in perception and equity in real-time through comprehensive data. This data helps you take strategic steps towards your overall goals.
Measuring Brand Perception
Measuring brand perception boils down to understanding how consumers talk about your business. Gaining reliable data on brand identity allows organizations to shape future initiatives and to tackle issues head-on.
Harris Brand Platform
Harris Brand Platform measures 25 attributes that embody how consumers view organizations (e.g., Traditional, Cool, Hip, Unconventional), allowing marketing teams to dig deeper into brand perceptions. Our brand tracker shows your business’s differentiating characteristics and opportunities for expansion.
Customer surveys and focus groups can be great tactics for understanding how customers perceive your brand. With them, you’re able to collect feedback straight from the source. Harris Brand Platform fields robust surveys daily to compile accurate perception rates that are constantly updated.
Social Media Monitoring
Social media marketing’s importance cannot be overstated as a prime audience touchpoint. Implementing tactics like social listening, checking online reviews, and monitoring social media can strengthen your understanding of how your audience perceives your business.
Beyond understanding how your customers feel, you must know who your customers are. Demographic and psychographic information such as age, gender, location, and interests greatly contribute to brand perception. Harris Brand Platform helps you profile consumers to discover how each segment uniquely views your brand.
Additionally, evaluating each customer group’s motivations and barriers to purchase can be critical to growth. A solid understanding of consumers allows you to effectively tailor your brand to fulfill their needs and desires.
Changing Brand Perception
In the digital landscape, reputation and branding are everything. Shifting how your audience perceives your brand can be challenging, but with the right tools and knowledge on your side, it can be done effectively, saving you time and money in the long run. Let Harris Brand Platform help you with your branding strategy today.