Brand perception can be a tricky one – ask your customers what they really think about your business and your almost certain to hear the same vaguely positive feedback that lacks any real insight or conviction.
The fact is that the vast majority of us steer well clear of any type of conflict and will go out of our way not to upset the other party, so for a quiet life we simply say what we think the other person wants to hear.
But that’s not a lot of use when you’re looking to glean vital data on your customer’s real feelings towards your brand.
So how exactly do you go about uncovering your brand perception from your customers?
Firstly, trying to gather this information yourself is a big no-no, as discussed above, you’re not likely to get their real opinions through your customers’ fear of saying the wrong thing. You need to engage with a third party with impartial standing to carry out this research on your behalf as it’s been proven that respondents are far more likely to open up to an individual with no investment in the organisation they’re carrying on the research on behalf of.
Next, it’s time to consider exactly what information your hoping to get from your brand perception research. Set out a few key areas that your looking to tap into and consider how you’re going to get the most information out of the limited time you have to spend surveying the customer.
This is a complex area that requires knowledge, experience and skill in asking the right questions. For example, asking someone if they have a positive view of your brand will normally result in a simple yes or no answer, but by asking leading questions that allow the respondent to qualify their response and elaborate on their answer you stand to gain so much more.
Lastly, how are you going to use this information to improve your brand perception in the future? Gathering responses together can be simple but time consuming, but knowing how to use the feedback to make these improvements can be the hardest part of your brand perception project.
To help navigate through the brand perception minefield, speak to our team of skilled and experienced brand gurus and let us help you find out what your customers really think about your business.