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How do you measure and improve your brand awareness and reputation?

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Brand awareness and reputation are crucial for any business that wants to stand out from the competition and attract loyal customers. But how do you know if your brand is resonating with your target audience and creating a positive impression? And how do you improve your brand performance and perception over time? In this article, you will learn how to measure and improve your brand awareness and reputation using strategic communications techniques and tools.

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1 What is brand awareness and reputation?

Brand awareness is the extent to which your potential and existing customers recognize and recall your brand name, logo, slogan, or other distinctive elements. Brand reputation is the overall impression that your brand creates in the minds of your customers, based on their experiences, perceptions, and opinions. Both brand awareness and reputation influence your customer loyalty, word-of-mouth, market share, and profitability.

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2 Why are brand awareness and reputation important?

Brand awareness and reputation are important because they affect how customers choose, use, and recommend your products or services. A high level of brand awareness means that your brand is top-of-mind when customers are looking for a solution to their needs or problems. A positive brand reputation means that your brand is trusted, respected, and preferred by customers who are satisfied with your value proposition and customer service. Together, brand awareness and reputation can help you differentiate your brand from your competitors, increase your customer retention and referrals, and boost your sales and revenue.

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Ronda Parkes

Strategy to Execution. Relationship Builder.
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Developing your market positioning and working to define your difference is important. Most brands fail to deliver on message because the experience does not match the hype. If these two things, awareness and reputation speak to and support each other you have a winning formula.

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3 How to measure brand awareness and reputation?

To evaluate your brand awareness and reputation, you need to use a combination of quantitative and qualitative methods that capture the reach and sentiment of your brand. Common metrics and indicators include brand recall, recognition, visibility, associations, loyalty, and advocacy. You can collect and analyze data for these metrics using surveys, interviews, focus groups, online reviews, social media analytics, web analytics, search engine analytics, or media monitoring. Understanding how customers remember, identify, view or hear your brand name as well as the words, images or emotions associated with it can help you measure loyalty and advocacy.

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Jillian Toda-Currie, MBA

Program Management l Healthcare l Consumer Research & Insights l Developing data-driven strategies
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It's also helpful to understand your brand awareness and reputation in comparison to your competitors. Measure awareness using surveys asking your audience to recall and/or recognize your brand against others in your industry.

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Aileen Pincus
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It takes work to get the leadership teams up and down the chain of command on the same page with how you express your brand and talk about your reputation. This is the kind of thing that can't be left to advertising or marketing or social media alone. If your senior leaders aren't inspiring others by communicating the vision and how it inspires your branding, it won't be seen as authentic by those inside or outside the organization. Yes you need to know and agree on what sets you apart, but you need to develop leaders who can talk persuasively about it and inspire others to do the same.

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4 How to improve brand awareness and reputation?

To improve your brand awareness and reputation, you need to develop and implement a strategic communications plan that is in line with your brand goals, values, and personality. This plan should include defining and communicating your brand identity, such as your name, logo, slogan, tone of voice, color scheme, and other visuals. Additionally, you must identify and communicate your unique selling proposition, target market, competitive advantage, and value proposition. Furthermore, craft and communicate your brand's origin story, mission, vision, values, and purpose. Moreover, create and distribute content across various media channels that showcases your brand's expertise and solutions. Also interact with customers through social media platforms or events. Finally, listen to customer feedback to improve your brand's performance. By following these steps you can increase your brand awareness and reputation among customers and stakeholders to meet business objectives.

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Karina Diehl
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In my experience, a social impact strategy is critical in building a brand’s reputation. Increasingly, consumers care about and make purchasing decisions based on how a company behaves. Participating in the communities where your company thrives, by engaging and investing in causes that align with your business, is a no-brainer to securing love and loyalty for your brand. It also provides additional occasions for your audience to interact and connect with your brand values.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you measure and improve your brand awareness and reputation?

1

2

3

4

5

1 What is brand awareness and reputation?

2 Why are brand awareness and reputation important?

3 How to measure brand awareness and reputation?

4 How to improve brand awareness and reputation?

5 Here’s what else to consider

Strategic Communications

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How do you measure and improve your brand awareness and reputation?

1

2

3

4

5

1 What is brand awareness and reputation?

2 Why are brand awareness and reputation important?

3 How to measure brand awareness and reputation?

4 How to improve brand awareness and reputation?

5 Here’s what else to consider

Strategic Communications

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