Brand Perceptions
Discover how people really feel about your brand
What Is It?
Brand perception surveys tell you what people think of your brand, how you stack up against the competition, and the space consumers believe you occupy in the market. Adding video to brand perception research lets you really dig into consumers’ emotional connections with your brand.
Why Use It?
How to Leverage It
Objective Setting
Ultimately, you want to learn what people think your brand represents and if it meets those expectations in the wild. And you can do this by exploring consumers’ feelings, experiences, and thoughts about your product or service.
Determine Audience
Firstly, you’ll want your survey participants to be interested in the market you sell to. There’s no point asking pet questions to someone with no intention of owning a pet. Now you’ve got your baseline audience, consider any subgroups you’d like to understand, like people that have used your product or your competitors, and use screener questions to find them.
Curate Questions
Writing brand perception questions is where the fun’s at. You could start simple and ask consumers the first thing that comes to mind when they think of your brand and how it makes them feel. Or get creative and ask them to speak out a love letter to your brand, describe your brand as someone who just arrived at the party. Go a step further by asking questions that compare your brand to a sub or competitor brand.
Improve Perceptions
Now you’ve got rich stories that reveal how consumers feel about your brand, it’s time to take action and boost that brand equity. First, you need to revisit the identity you want your brand to have. Then think about how you express that identity in every touchpoint with customers.