Here's how you can evaluate the influence of your brand on consumer perception.

Keller's CBBE and Aaker's BAV are two of the most widely used and effective instruments for assessing brand perceptions. If you want to be a professional who is involved in the conception, management, and maintenance of a successful brand, you must be free of intuition and embedded facts, which are used in research to expose the true scenario of brand perception and positioning.

One of the most important aspect that gets sidelined by many is a term called "WOM" (word of mouth). Yes, without any doubt there are other important factors in play to determine the impact of a brand on consumer's perception but in a way WOM is present even in the segments of social listening, people survey, customer feedback. The way the product is made, the way it is being marketed, etc. At times, even if the product is great, the marketing of it ruins the brand image. Bottomline, consumers are speaking but are you listening?

Evaluating your brand's influence on consumer perception involves several key steps. Conduct surveys and focus groups to gather direct feedback from your target audience. Monitor social media and online reviews to gauge public sentiment. Analyze sales data and customer behavior to identify patterns and preferences. Utilize brand tracking studies to measure changes in awareness, recall, and loyalty over time. By combining these methods, you can gain comprehensive insights into how your brand is perceived and make informed adjustments to strengthen its impact.

When it comes to branding, I really like to put myself in the shoes of the consumer. ?? It's important to step away from your view of it and ask yourself questions from a new perspective. "If I were a customer, would I get a good grasp of this brand based off of what I see?" "Would I be enticed by these visuals?" "Would this be easy for me to comprehend?"

To truly understand how our brand shapes consumer perception, we need a multi-pronged approach. We can conduct surveys to gauge brand awareness, sentiment analysis on social media to pick up on emotional associations, and brand perception audits to compare ourselves to competitors. By combining this with customer satisfaction surveys and focus groups, we can create a cohesive narrative with this data to build a rich picture of how our brand messaging translates into real-world perception.

Getting the scoop on how folks see your brand is crucial for making smart tweaks to enhance your impact. Tools like Sprout Social or BuzzSumo can be game-changers for this. I recommend doing daily or weekly social audits to stay on top of things, but at the very least, make sure you're checking in monthly. This way, you can quickly adjust your messaging if you're off track. And don’t forget to tune in after big announcements or product launches—seeing how these land with your audience can give you valuable insights into what’s working and what’s not.

Data isn't just numbers; when you've chosen the right data points they help you reveal the true depth of influence beyond the surface. For example, analyzing sales data before and after launching an eco-friendly advertising campaign can reveal if there's an uptick in purchases of sustainable products, demonstrating the tangible impact of the brand's efforts to resonate with environmentally conscious consumers.