Have you ever picked out a book because it had an eye-catching cover? Chances are, you have. Naturally, we make decisions that align with our personal tastes and preferences. And that’s something that smart brand managers know — and use it to impact consumer behaviour.
Brands affect what consumers buy by matching with the customers “self-image”. Adverts show happy lifestyles that people want to have – which in turn, represent what the brand stands for. How consumers see and connect with the brand greatly affects its impact on their behaviour.
Want to know more? In this article, we’ll discuss the different ways in which branding affects consumer behaviour. We’ll also examine why it’s important to know how your branding is perceived by consumers.
Why Understanding Your Brand Perception is Important in 2023?
Brand perception is what people think, feel, and experience with a product or service. Good brand perception with target customers is crucial for a brand’s success, as 77% of consumers are more likely to recommend a brand after a positive experience.
For example, skincare brands use eye-catching images and famous faces to attract attention and show they understand the value of beauty. However, they can’t control how customers feel. It’s up to the customer to decide their perception of the brand.
To improve brand perception, a brand must understand its target audience and take steps to enhance it. This can be done through methods like creating TV ads, YouTube ads, or asking for customer reviews.
It’s important to note that a brand owner may have a clear understanding of their brand, but that may not align with what customers want. Recent studies found that 80% of companies believe they offer great services, but only 8% of customers agree.
Consumers control brand perception, not the brand owner. It’s the combination of all customer’s experiences, attitudes, and feelings that create brand perception.
How to Measure Brand Perception in 2023?
Measuring brand perception is crucial for understanding how your brand is perceived by consumers. There are several ways to measure brand perception:
- Surveys: Conducting surveys is a great way to get direct feedback from your target audience. Ask them about their experiences, opinions and feelings towards your brand.
- Social Media Monitoring: Use social media listening tools to track mentions of your brand, hashtags, and conversations related to your brand. This can give you a glimpse into how people are feeling about your brand.
- Brand Tracking Studies: These studies are conducted over a period of time to track the changes in brand perception. This helps you to identify areas that need improvement and track your progress.
Companies with Strong Branding
In 2023, Tesla is a prime example of a brand with strong branding. With its focus on innovation and sustainability, Tesla has positioned itself as a leader in the electric vehicle market. Its unique and recognisable design, coupled with a strong emphasis on customer satisfaction, has resulted in a positive brand perception among consumers. Whether it’s the futuristic design of the cars, the user-friendly interface of the technology, or the company’s commitment to a greener future, Tesla has managed to create a strong connection with its customers, who are proud to be associated with the brand. The result is a loyal customer base and a highly positive brand perception that sets Tesla apart from its competitors.
Final Thoughts
Branding affects consumer behaviour by influencing their self-image and the perception they have of the brand. It is important to understand and measure your brand perception in order to make improvements and achieve success. By understanding your target audience, tracking your brand perception, and taking steps to improve it, you can create a strong, positive brand image in the minds of consumers.
