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You probably have many opinions about the brands you encounter throughout your life, even if you have never been a customer. Brand perception can significantly affect your company’s bottom line, whether it makes customers more likely to buy from you or tell others to avoid you. 

Gina Robertson provides our guest blog and offers advice on understanding the basics of brand perception and how to change it in your favor. Gina is the vice president of client services at Ansafone Contact Centers, the parent company of Endicott Call Centers. She leads a national team of experienced account executives who strive to consistently exceed client expectations by delivering outstanding customer service. She has more than 30 years of call center experience and has played leadership roles in various areas, including operation management, project management, and client services.

Gina’s advice below, ‘How Customers View You,’ can be a game-changer for direct selling! Additionally, the advice can help salespeople build relationships with their clientele to grow their sales pipeline.

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Image by Geralt via Pixabay

How Brand Perception Works

Nearly everyone can think of several brands they love, with a few more they do not like. Brand perception describes how people feel about your brand, whether they are customers or not. Consumers use their view of a brand to help guide their purchasing decisions, even if they do not realize it upfront. 

Although brand perception can be influenced by marketing and other driving forces from the company, it can also come from different sources. As such, the way a company sees itself and the public sees the company are often different.

Factors Influencing Brand Perception

Consumers build their perception of a brand through a variety of methods, including:

• Advertisements
• Personal experiences with a company and its products or services
• Ratings and reviews on websites and social media
• Recommendations from family and friends

A person’s brand perception does not have to be accurate or mostly representative of the company. For example, a customer who has a bad experience finding parking the first time they try to go to a store may associate the brand with annoyance or frustration. Conversely, customers with good experiences finding transportation or parking may associate the brand with convenience or quick service.

Ways to Measure Brand Perception

If you want to get a sense of the ways that people in your target demographic view your brand, you can measure their brand perception using various tools:

• Data Analytics: Analyzing website visits, purchases, and more
• Social Media Monitoring: Tracking the mentions of your brand on social media and other sites
• Online Reviews: Reading reviews from customers on social media sites like Facebook or Better Business Bureau
• Surveys: Sending surveys to customers and evaluating the results
• Focus Groups: Inviting groups of potential or existing customers to interview them about the ways they see your brand

It is best to use multiple methods to assess your brand’s overall image to get a fuller picture.

How to Improve Your Brand Perception

Measuring customers’ perceptions of your brand can be an eye-opening experience, and it is vital to consider several ways to improve it. Over time, companies often want to change their brand image to reflect an update in mission or to distract from negative attention from the past. You can use these tips to help you instill a new brand perception for future customers.

1. Refine Your Brand Goals

You must refine your image before developing new branding that reflects what your company presents to its customers. Sometimes, businesses attempt to appeal to the broadest audience but may do best by better defining their audience. Paradoxically, trying to be everything to everyone can make consumers feel like you do not relate to any of them. Instead, choose one or two aspects you would like your brand to impart to customers, such as a great value or a wonderful experience. Create a short mission statement that can guide your branding efforts in the future.

2. Be Consistent In Your Branding

Consistency with your branding is vital to creating a brand image that builds a positive perception for the consumer. Research the types of communication and the styles that appeal most to your target customers. Use those styles while indicating authenticity on your website, phone app, social media posts, etc. Remember that every customer experience can reinforce or change their brand perception for the better or worse. Invest in making customer interactions as smooth and consistent as possible with customer experience services and other tools. 

3. Maintain Your Brand

Brand perception can change over time, even if your overall branding does not. Maintaining a brand image requires regular reflection and measurement to determine whether your marketing, customer service and other branding efforts meet your goals. Focus on providing customers with an authentic, valuable experience, and adopt a problem-solving mindset when dealing with setbacks. Seriously consider the feedback for future planning.

Building a positive brand perception takes an earnest investment, from the initial measurements to the ongoing maintenance, once you reach your targets. Improving your brand perception can help you foster better and longer customer relationships. By following the above suggestions to create and maintain an excellent brand image, you can build a steady foundation for your company now and well into the future.

SOURCES:

Frontify

Typeform

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1. Commit to your long-term vision for accomplishment(s) and to enjoy business success. 
2. Review all strategies to realize where you may implement a better approach.
3. Ensure you speak to your clientele’s needs, wants, and desires.
4. Be open to all new ideas for consideration to uncover the better ones for your business.
5. Take longer breaks during the weekend to allow your mind to wander and create new ideas.
6. Consider what motivates you, the staff, and your community to benefit many and appeal to a broader audience.
7. Always balance the bottom line with additional expenditures to ensure a solid footing.
8. Stay current with industry news and research what the pundits say to realize better ideas for moving your company to new levels.
9. ‘Don’t give up – find a better way!’
10. Celebrate Success!

Today’s insights are provided to help you achieve the Smooth Sale!

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