What Is Brand Perception? (How To Measure & Grow It)

Summary

In this video, Stephen Houraghan from Brand Master Academy explains what brand perception is, how it shapes customer views, and why it's crucial for a brand's success. He emphasizes that brand perception is owned by the audience, not the brand, and is shaped through every customer interaction, from visuals to messaging. Houraghan covers how trust, positive experiences, and strategic touchpoints can influence brand loyalty and advocacy. He also highlights the importance of using tools like positioning, storytelling, and authenticity to shape and measure brand perception effectively.

Takeaways

• 🔍 Brand perception is how a brand is seen by the market, and it's crucial for shaping awareness and making strategic decisions.
• 🤔 Although brands create expressions like logos and messages, the perception of the brand is ultimately owned by the consumer.
• 👥 Positive customer experiences build trust and lead to loyalty, while negative experiences can quickly erode that trust.
• 📢 Word of mouth is highly influential; 60% of customers share positive experiences with friends and family, making advocacy a powerful marketing tool.
• ⚠️ A single negative experience can destroy a relationship with a consumer, and people are more likely to share bad experiences than good ones.
• 🧠 Brand perception is shaped at every touchpoint, whether through messaging, design, or customer interactions across all media platforms.
• 🎨 Brand personality plays a big role in shaping perception, as brands that feel human and familiar are more likely to connect with their audience.
• 📖 Emotional storytelling is an effective tool for brands, as humans are naturally drawn to stories and make decisions emotionally.
• 💡 Authenticity and honesty are key for modern brands, especially in a digital age where consumers demand transparency and emotional connection.
• 📊 Measuring brand perception can be done through audience outreach, social monitoring, and review sites, all of which provide insight into how a brand is perceived.

Q & A

What is brand perception?

Brand perception refers to how a brand is viewed and perceived by its audience, shaped by their experiences and interactions with the brand.

Who owns a brand's perception?

A brand's perception is owned by its audience, not the brand itself. While the brand can influence perception through various touch points, it ultimately resides in the minds of the consumers.

Why is brand perception important?

Brand perception is crucial because it directly affects consumer trust, loyalty, and advocacy. A positive perception encourages repeat business and word-of-mouth marketing, while a negative perception can quickly damage a brand's reputation.

What happens if a consumer has a negative experience with a brand?

A negative experience can quickly destroy consumer trust, and it's much harder to rebuild that trust. People are also more likely to share negative experiences, which can harm the brand's perception more than a single positive interaction can improve it.

How do brands influence perceptions?

Brands influence perceptions by strategically managing various touch points like messaging, storytelling, visual identity, and emotional connections. These touch points are carefully developed through brand strategy to shape how consumers feel about the brand.

What is the role of brand positioning in shaping perception?

Brand positioning defines how a brand differentiates itself from competitors and communicates its unique value to consumers. It sets the foundation for what the audience should remember and understand about the brand.

How does brand personality impact consumer decision-making?

Brand personality connects with consumers on an emotional level, making the brand feel more human and relatable. Since most human decisions are made subconsciously through emotional responses, a brand's personality can significantly influence how it's perceived.

What is the significance of emotional storytelling in branding?

Emotional storytelling taps into humans' natural attraction to narratives, helping brands communicate their messages in a way that resonates with the audience. It leverages our instinct to seek knowledge and emotional connections, making the brand more memorable.

How can a brand measure its perception in the market?

A brand can measure its perception through audience outreach (surveys or direct feedback), social media monitoring (tracking conversations and mentions), and review sites where customers share their opinions about their experiences.

Why is authenticity important in modern branding?

Authenticity is crucial because consumers expect honesty and transparency from brands, especially in the age of digital communication. Modern brands need to build trust through genuine interactions and avoid misleading or insincere messaging.