Imagine me waving a beaten apple at you, what comes to your mind? What about when you see the Swoosh?
It’s difficult to see a beaten apple and a swoosh without thinking of Apple and Nike, respectively. Both brands have built a strong brand perception that is tied to both images. When you improve your brand perception, you become a force that doesn’t need to say so much. The moment your logo, name, or products show up, it triggers emotional and psychological responses that convert to patronage. What exactly is brand perception, and how can you improve your brand perception? Let’s find out!
What is Brand Perception?
Brand perception is the perspective of your startup in the mind of your customers. It is more about how your customer views your brand and the image that is etched in their memory. The brand perception your customers carry is an aggregate of their encounters with your startup. It is shaped by your advertising, customer service, quality of product, and online presence.
You can’t afford to joke with brand perception because it affects the rise and fall of your startup. A positive brand perception will lead to increased patronage, customer loyalty, and greater word-of-mouth, which increases the customer base. On the flip side, negative brand perception could result in lower customer retention and public criticism. That said, how can you improve brand perception?
8 Ways to Improve Brand Perception
1. Always Prioritize Delivery of Quality Products and Service
One of the things that affects brand perception is the quality of services and products offered by a startup. If you desire to improve brand perception, start by improving the quality of services. Constantly deliver impeccable quality that makes customers trust your words.
As a startup, strive to over-deliver. It is better to give beyond expectations than to underdeliver. Challenges may occur sometimes, but always reduce them to the barest minimum. When clients have a good experience with the quality of your products, they will return and refer others.
2. Have A Strong and Authentic Brand Story
How well do you tell your brand story? If you tell it shabbily, people will think of your brand as shabby. If you tell a strong and authentic brand story, people will pause to listen. Be clear about your mission, your vision, and what propels the brand.
Telling a strong brand story doesn’t mean you should tell lies or embellish the brand. Rather, it means you should be transparent and vulnerable. Let your customers see the human side of your brand, and make it relatable. With the right brand story, you are on track to improve brand perception and become more trustworthy.
3. Develop a Strong Online Presence
Social media has revolutionized the way business is run. These days, most of the people you are trying to reach are on social media 24/7, so you can’t afford to neglect that space. Be present and active!
When using social media, brands sometimes mistake “promotions” for being active on social media. While it’s good to promote your brand, prioritize value-driven messaging. Use social media to educate your audience and show them your brand’s personality. When they make comments or reshare your posts, ensure to engage and join the conversation.
4. Constantly Evolve
A stagnant startup will eventually die. In every season, always make efforts to improve your brand. Improve the quality of products, work on your delivery, refine your processes, and come up with new inventions.
A constantly evolving brand convinces customers that you are making progress. This helps them trust you better because they are convinced that the brand is growing.
5. Craft a Compelling Visual Identity
Most times, what people see influences whether they will listen and what they hear when they listen. As you strive to improve brand perception, pay attention to your visual identity. Items like your logo, colors, fonts, and designs play a significant role in the image formed by your potential customers.
If your branding looks outdated and poor, your startup will be perceived as unprofessional and incompetent. Deliberately work on your branding and ensure it is consistent across all media platforms. This is an essential part of your brand reputation management, and you can’t afford to trifle with it.
6. Publicize Social Proof and Testimonials
One of the strongest influences on brand perception is Word of mouth. When people hear other people complimenting a brand, they are convinced about the authenticity of that brand. A frequent repeat of this cycle garners more traction for you and increases your customer base.
Always encourage your customers to share their reviews with you. Have a robust customer database that helps you follow up on them to get reviews about their experience. As they share these reviews, get their consent to publicize them. This will help convince skeptical customers about the originality of your brand.
7. Deliver Excellent Customer Service
People never forget how you made them feel. No matter how upset a client sounds, excellent customer service could convert them into a loyal fan. Ensure that all encounters customers have with your brand are rewarding and worthwhile.
Prioritize quick responses and empathetic support. When you are unable to provide an immediate solution, assure them that their complaint will be resolved. This is a better response than going silent on them. Always treat interactions with customers as an opportunity to improve brand perception.
8. Reward Loyal Customers
People love places where they are appreciated and celebrated. At intervals, ensure to appreciate and acknowledge your loyal customers. Your appreciation could be as simple as a thank you card or featuring them on your social media platforms.
Customers who feel loved and appreciated are more likely to return and become brand ambassadors for your brand. Additionally, such acts communicate to onlookers that they will be celebrated when they become loyal to your brand.
Conclusion
Are you ready to play in the league of Nike and Apple? It’s time to work on your brand perception! When you improve brand perception, you gain more trust, credibility, and greater word of mouth. Consequently, it causes your brand to grow.
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