How to Improve Brand Perception
What sets popular companies like Nike, Amazon, or Netflix apart from their competitors?
The answer is simple – they managed to turn their companies into highly recognisable and lasting brands.
We can define a brand as a set of ideas, experiences, stories, and memories related to your business that, when combined, help a customer make buying decisions.
However, a strong brand goes far beyond choosing the right logo design and colours.
Your goal is to build a positive brand perception – trust with your audiences and convert them into loyal, returning customers.
Create Online and Offline Events to Create Buzz around your Brand
Whether you’re a startup or a small business owner, your goal is to spread the word about your brand and get yourself noticed by the right audiences.
Moreover, one of the most powerful ways to do so is to host an event.
Now, the type of the event depends on your industry and target audience.
For example, this could be an industry conference, a workshop, a customer conference, a webinar, a massive Instagram giveaway, or a live video on Facebook.
It could be basically anything that resonates with your target audience and grows your industry authority.
However, to get the most out of your event, you should promote it properly.
Start spreading the word about your event on time – create social media pages for it, write PR articles and blog posts related to it, create dedicated hashtags, build simple registration forms, and design your event pages and newsletter templates.
It would be best if you also kept your audiences engaged after the event, analysing your performance metrics, segmenting your viewers, and collecting their feedback.
Fortunately, many event management tools can automate most of these aspects of event management and keep your events consistent and on-brand.
Design a Highly Functional Website
It’s 2019, and yet, one-third of small businesses still don’t have a website.
If you’re one of them, you should know that your website is your online ID.
It makes your brand findable on Google and makes it more credible.
Precisely because of that, you should design a user-centric and highly functional website.
Make sure it is fast, mobile-friendly, and easy to navigate.
Pay attention to the overall feel it provides, including its colours, images, and messaging.
Then, incorporate storytelling into your website.
Create a comprehensive “About” page, as well as the “Our Missions and Goals” section, where you will tell a unique story about your brand and familiarise your visitors with your history.
Your goal is not to promote your products but to evoke emotions in your customers and help them understand why you’re better than the rest.
Most importantly, start blogging.
By creating high-quality and original blog content, you will increase your brand authority and position yourself as a credible online resource.
As such, you will get cited more often and earn loads of backlinks and social shares that will boost both your reputation and exposure.
Build an Engaged Social Media Presence
Social networks play an immensely important role in your brand building efforts.
They give you the opportunity to position yourself as a trusted source of information and build closer relationships with your customers.
Most importantly, this is an opportunity to show the human side of your brand.
Choose the right platforms.
Remember that registering on all social networks out there won’t help.
You need to focus on those channels your target audience uses and create the right content for them.
Create content for social networks individually.
You use social networks to promote your blog posts, but why not produce new, fresh content for these channels?
For example, you could create meaningful, inspirational quotes or turn relevant stats and data from your case studies into informative images.
Live videos on Facebook can also build hype around your brand and make you more visible.
By creating a Facebook, Twitter, or LinkedIn group, you can turn your customers into true fans and brand ambassadors.
This is not the place where you post promotional content.
On the contrary, use it to bring value to your members for free, by connecting with them, helping them solve specific problems, and providing relevant tips and content.
Make your social media presence consistent.
Create a social media style guide that would dictate your publishing efforts.
This includes choosing people who can post on your profiles, what colours to use, what filters to use when creating images, your messaging and tone of voice, crisis management tactics – anything that will help you build a recognisable brand that stands out.
Welcome Customer Feedback and Act on It
Did you know that 91% of buyers won’t complain about their negative experiences with your brand?
Instead, they will simply stop buying from you.
This is something you want to prevent on time.
Moreover, one of the best ways to do so is to collect their feedback across multiple channels.
Invest in social media listening tools that let you track both direct and indirect mentions of your brand and products.
This way, you will be able to track your customers’ relevant conversations and provide valuable answers in real-time.
Claim your Google My Business listings and register on all relevant business directories and inspire people to review and rate you there.
Ask your customers to rate your business on social networks and create brief social media polls.
Create customer satisfaction surveys and publish them on your website, social networks, or send them via email.
Now that you’ve collected your data, use it strategically.
Address customer feedback professionally, be it positive or negative.
Observe each comment as a chance to grow your brand authority and minimise negative user experiences.
Your customers want to be heard, and that’s an excellent opportunity to turn them into brand ambassadors.
This is precisely what many popular brands do.
For example, Netflix listens to their customers online and answers each message they receive promptly.
A few years ago, they noticed that the number of people complaining about falling asleep in the middle of their favourite show is growing.
As a result, they created Netflix socks that recognise when a user is asleep and pause the show.
Over to You
Building your brand image and changing the perception of it is requires may be complicated, but it’s worth the effort.
Therefore, focus on increasing your brand image both online and offline.
Build a killer website, use social networks to grow an engaged online community, host both online and offline events, and collect customer feedback regularly.
What tactics do you use to grow your brand perception?