Perception is the new reality. More brands are focusing on creating emotional connections with their customers. As easy as it is to initiate a good first impression, it’s infinitely more difficult to improve customer perception after a bad experience. Brand perception is a vital part of the buying process—if consumers don’t like your brand, they won’t buy from you.
1. Identify how customers view your brand – Understanding how your target audience perceives your brand’s mission and product value is an essential – and initial – step in developing a marketing strategy to shift customer perception. Create a simple, yet effective survey to gain insight on brand sentiment.
2. Always communicate with your – With the gathered data on customer pain points and product gaps, you can begin to show your audience you understand them. Change your campaign messaging to tackle customer needs, and subsequently connect emotionally with your audience.
3. Create positive associations – Rolling out external activations through employing better customer service, executing a pop-up campaign with giveaways, or even forming a distinctive online presence and community provides customers with the pathway to developing a unique – and positive – bond with your brand. Whatever you ultimately choose to do, embrace your brand and be yourself.
4. Anticipate potential changes (technological, social, cultural, etc.) – You know what they say, nothing in this world stays the same…including your marketing proposition. Take time at regularly timed intervals to monitor future trends, industry changes and audience demographics. Assess how your brand is providing value to customers and how you can continue to do so as the market evolves.
Aruc Limited is brand strategy consultancy that can help define and align your brand strategy with communication activities to maximize value.
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