Online Marketing: 5 Tips To Improve Your Brand Awareness
All companies want to have a strong, positive and trustworthy brand. Although many bet on marketing actions to grow, it is important to be aware of how the public perceives your brand.
The image that your company wants to project is not always associated with the way consumers see your brand and the values that are attached to them. This misalignment can have a big impact on sales and revenue generated.
Want to know how to improve your brand perception? Follow the 5 tips below with easy-to-implement strategies.
What is brand perception?
Brand perception is the way the consumer perceives your brand. It encompasses everything the public experiences when they are in contact with your brand — colours, sounds, aromas, shapes, textures, texts — and factors such as quality, price, customer service, treatment of employees, social responsibility and the way you promote your brand.
All details are evaluated unconsciously, forming the affective memory and the consumer’s opinion in relation to the brand, which will directly influence their decision to buy.
5 tips to improve your brand perception
Know your customer well
Start by getting to know your customer well to understand what they expect with the purchase of your goods or services.
Gather demographic data such as age, gender, marital status, profession, but also information about their hobbies, how they consume information, interact with each other and, above all, why they choose your brand.
A good way to capture this data is through Customer Relationship Management (CRM) tools, but it is also possible to get a lot of valuable information through surveys, reviews of your products or services and in what is said about your brand on social networks.
With this knowledge you can already outline more effective strategies, win new customers, personalise your service or delivery and generate trust.
Offer a unique value proposition
Define, very well, your brand values to be able to maintain consistent communication across different channels and attract customers.
Look for the elements that differentiate your brand from the competition, that give you a unique value proposition and try to keep your products relevant to your customers, innovating whenever possible. Understand that value is not the price of the product, but how the products are perceived by customers, i.e. value is determined by the audience, not the company.
Focus on the relationship
Anyone who works with the public knows how important it is to maintain a good relationship with your customers. Satisfied customers fiercely defend the brands they love, but dissatisfied customers tend to share their negative experiences more often and can damage brand perception.
Set actions that build trust for the brand and can win loyal customers who will defend it if needed. Send e-mails congratulating the customer on special occasions, exclusive promotions or discounts for next purchases.
Create loyalty programmes with your own advantages, invest in marketing campaigns that create affective memories with your brand, build genuine relationships with your customers through social networks and offer a personalised customer support service through a chat on your page.
By showing interest in your customers you are showing that your company cares and improving your brand perception.
Get involved with the community
When a company creates a positive impact on society, its efforts are recognised by customers. Invest in a focused Social Responsibility policy that is aligned with your company’s values and purpose.
Showing the community that your company cares and wants to help will convey a positive image and proximity to the public and enhance the good name and reputation of your brand.
Support social causes, promote environmental sustainability or hold fundraising events to help a non-profit organisation. Don’t forget to promote and showcase the results of your actions on social media and blog to increase positive brand recognition with consumers.
Pay attention to customer feedback
Your company should have communication channels that allow your customers to give their opinions. While it’s always great to receive positive feedback and praise, negative reviews are an opportunity to improve your products and services and understand what’s making your customers unsatisfied. Respond to these comments promptly and show commitment to improving what was negatively pointed out.
Customers like brands that have the humility to assume their mistakes and care about improving the shopping experience.
It is essential to invest in a strategy to improve brand perception if you want to attract more customers and achieve better results.