Hence, it becomes necessary to regularly in order to understand what drives it and if there is room for improvement.<\/p>\n
There are several ways, manual and automated, to measure how your customers perceive your brand and identify the areas of improvement that can lead to better brand equity and loyalty.<\/p>\n
6 Ways to Measure Customer Perception of a Brand<\/h1>\n\n- Brand monitoring & social listening<\/li>\n
- Conducting a brand audit<\/li>\n
- Customer & perception surveys<\/li>\n
- Focus groups<\/li>\n
- Use data to understand their emotional connect with the brand<\/li>\n
- Use perception technology to predict success of your ads<\/li>\n<\/ol>\n
1. Brand monitoring & social listening<\/h3>\n
To understand how customers perceive your brand, start by monitoring and listening to conversations happening around your brand. The ever-expanding internet, online communities, and social media platforms are good places to start with.<\/p>\n
Nonetheless, following are a few tactics that help monitor your brand across digital channels effectively:<\/p>\n
\n- Setting up Google alerts: <\/strong>It will take less than a minute to set up Google alerts for your brand and you will receive alerts of any web mentions of your brand right in your Gmail. Apart from brand monitoring, you can also set Google alerts for certain keywords and competitors to keep track of market trends and competitor landscape. Google alerts allow you to set the frequency and sources of the alerts as well to give you a focused view.<\/li>\n<\/ul>\n
![\"?\"](\"https:\/\/s.w.org\/images\/core\/emoji\/14.0.0\/svg\/1f36a.svg\")
: Set alerts for common misspellings, limit alerts to get results for exact phrases, and create a smart filter in your Gmail and redirect all Google alerts under a label for organized view.![](\"https:\/\/incivus.ai\/wp-content\/uploads\/2024\/02\/Google-alerts-600x537.png\")
<\/p>\n
\n- Online reviews: <\/strong>Regardless of the business format, B2B or B2C, people tend to trust online reviews and it is a major step in their decision-making process. Constantly monitoring and reading your brand\u2019s reviews will help gain insights into customers\u2019 sentiments and take a charge of the conversations happening around your brand. You can start reading reviews on review sites like Yelp, G2, GoodFirms, Angel\u2019s List, and social media platforms.<\/li>\n<\/ul>\n
Apart from monitoring your brand and how it is perceived by your customers, a few social listening tools can come in handy to be in the loop with all the conversations happening around your brand on social media platforms, forums, and online communities.<\/p>\n
Here are a few tools to get started with social listening:<\/strong><\/p>\n\n- Meltwater<\/a> \u2013 a social media listening tool that allows you to track your brand mentions and conversations happening around topics important to your brand. It collects information from various platforms like Instagram, Twitter, WeChat, Pinterest, and more. Additionally, it also provides robust features that allow you to analyse all the collected data to understand customer trends, build campaigns backed by data, gather competitor intelligence, and more.<\/li>\n
- Sprout Social<\/a> \u2013 a complete social media management tool having necessary features for content management, social listening and analytics, customer care, and employee advocacy. Using Sprout Social, you can learn about your audience, gain actionable insights, and uncover trends in social conversations.<\/li>\n<\/ol>\n
These two tools are just the tip of the iceberg. Choose a social listening tool based on what, why, and how you want to track.<\/p>\n
2. Conducting brand audit<\/h3>\n
A brand audit helps understand how your brand is perceived in comparison to your competitors. Conducting a brand audit is a holistic process that includes primary & secondary research of the target audience, a thorough evaluation of your messaging strategy, brand positioning, and competitive analysis of your products.<\/p>\n
An effective way to audit your brand is by categorizing the research into three parts: internal branding, external branding, and customer experiences.<\/p>\n
Before conducting a brand audit, finalize the purpose and goal of your brand audit which would come in handy to define the plan and measure results.<\/p>\n
1. Brand monitoring & social listening<\/h3>\n
To understand how customers perceive your brand, start by monitoring and listening to conversations happening around your brand. The ever-expanding internet, online communities, and social media platforms are good places to start with.<\/p>\n
Nonetheless, following are a few tactics that help monitor your brand across digital channels effectively:<\/p>\n
- \n
- Setting up Google alerts: <\/strong>It will take less than a minute to set up Google alerts for your brand and you will receive alerts of any web mentions of your brand right in your Gmail. Apart from brand monitoring, you can also set Google alerts for certain keywords and competitors to keep track of market trends and competitor landscape. Google alerts allow you to set the frequency and sources of the alerts as well to give you a focused view.<\/li>\n<\/ul>\n: Set alerts for common misspellings, limit alerts to get results for exact phrases, and create a smart filter in your Gmail and redirect all Google alerts under a label for organized view.<\/p>\n
- \n
- Online reviews: <\/strong>Regardless of the business format, B2B or B2C, people tend to trust online reviews and it is a major step in their decision-making process. Constantly monitoring and reading your brand\u2019s reviews will help gain insights into customers\u2019 sentiments and take a charge of the conversations happening around your brand. You can start reading reviews on review sites like Yelp, G2, GoodFirms, Angel\u2019s List, and social media platforms.<\/li>\n<\/ul>\n
Apart from monitoring your brand and how it is perceived by your customers, a few social listening tools can come in handy to be in the loop with all the conversations happening around your brand on social media platforms, forums, and online communities.<\/p>\n
Here are a few tools to get started with social listening:<\/strong><\/p>\n
- \n
- Meltwater<\/a> \u2013 a social media listening tool that allows you to track your brand mentions and conversations happening around topics important to your brand. It collects information from various platforms like Instagram, Twitter, WeChat, Pinterest, and more. Additionally, it also provides robust features that allow you to analyse all the collected data to understand customer trends, build campaigns backed by data, gather competitor intelligence, and more.<\/li>\n
- Sprout Social<\/a> \u2013 a complete social media management tool having necessary features for content management, social listening and analytics, customer care, and employee advocacy. Using Sprout Social, you can learn about your audience, gain actionable insights, and uncover trends in social conversations.<\/li>\n<\/ol>\n
These two tools are just the tip of the iceberg. Choose a social listening tool based on what, why, and how you want to track.<\/p>\n
2. Conducting brand audit<\/h3>\n
A brand audit helps understand how your brand is perceived in comparison to your competitors. Conducting a brand audit is a holistic process that includes primary & secondary research of the target audience, a thorough evaluation of your messaging strategy, brand positioning, and competitive analysis of your products.<\/p>\n
An effective way to audit your brand is by categorizing the research into three parts: internal branding, external branding, and customer experiences.<\/p>\n
Before conducting a brand audit, finalize the purpose and goal of your brand audit which would come in handy to define the plan and measure results.<\/p>\n
- Sprout Social<\/a> \u2013 a complete social media management tool having necessary features for content management, social listening and analytics, customer care, and employee advocacy. Using Sprout Social, you can learn about your audience, gain actionable insights, and uncover trends in social conversations.<\/li>\n<\/ol>\n
- Meltwater<\/a> \u2013 a social media listening tool that allows you to track your brand mentions and conversations happening around topics important to your brand. It collects information from various platforms like Instagram, Twitter, WeChat, Pinterest, and more. Additionally, it also provides robust features that allow you to analyse all the collected data to understand customer trends, build campaigns backed by data, gather competitor intelligence, and more.<\/li>\n
- Online reviews: <\/strong>Regardless of the business format, B2B or B2C, people tend to trust online reviews and it is a major step in their decision-making process. Constantly monitoring and reading your brand\u2019s reviews will help gain insights into customers\u2019 sentiments and take a charge of the conversations happening around your brand. You can start reading reviews on review sites like Yelp, G2, GoodFirms, Angel\u2019s List, and social media platforms.<\/li>\n<\/ul>\n