They could be positive or they could be negative, but they will influence the perception of your brand. There will be external elements, like reviews and word-of-mouth comments and recommendations, that are out of your control. How does your brand stand out from the competition? By Ashlee McKay via Dribbble What associations do people make with your brand? Are they the associations you’re happy with, or would you prefer for your brand to be perceived differently? If you’re not happy with your current perception, why is that? If it’s because it doesn’t accurately reflect your brand, what can you do to change that? These are just some of the factors to consider as you begin to develop your brand. For this reason, it’s important to be transparent, consistent, and reflective.
#BRAND PERCEPTION DEFINITION TV#
It’s the same thing that happens with celebrities or TV shows: as soon as the feeling towards you and your brand changes, your popularity can rise or fall in an instant. You’ll probably have noticed for yourself how some brands seem to boom or fade away depending on how the public perceives their image. This is why brand research, which includes asking existing and potential audiences how they perceive your brand, plays a key role in brand development. But if consumers consider your brand to be inauthentic and less factually informed than your competitors then it might be time to consider your positioning. It’s all very well thinking that your brand is the most scientific and fact-based on the market. Head & Shoulders is known for its science-backed formulaĪt its core, a brand is influenced more by how it is perceived by audiences than what the people who make up the brand itself believe it is. Each brand fulfills the need of a different type of audience, all of which use and buy shampoo. While Head & Shoulders is thought of as a more science-led product for specific hair needs. Herbal Essences is positioned as an affordable shampoo for those interested in natural ingredients. Kerastase markets its collection as professional-level haircare for those who want salon-quality treatments from home. So it’s of utmost importance for each one to carve out their niche and to speak to their unique audience in a way that they will find appealing and secure their loyalty.įor example, LushCosmetics markets itself to an ethical audience that likes the natural, independent feel of its brand and products. There are hundreds, if not thousands, of brands in the shampoo market. Haircare manufacturers face a broad audience, and tough competition, since almost everybody buys shampoo. Different audiences want different things, you’ll find that numerous brands selling almost exactly the same things will have found a way to differentiate their niches to attract specific people to buy their products instead of competing brands’.Īn example of this is shampoo brands. By jkane via DribbbleĪ well-developed brand will trigger emotional cues in your audience that lead them to favor your brand over others. After developing your brand you should be left with a set of brand guidelines. They will appear on and around your product, setting it apart from other similar products in the market. Your name, designs, logo, and any other features that are unique to your company’s personality are all part of your brand.
#BRAND PERCEPTION DEFINITION HOW TO#
How to build and communicate your brand identityīranding is the overarching idea or image of your company that is associated with your product and might define it in the eyes of your customers.How modern markets have changed branding.Join us to explore the following areas to help you understand what is branding-actually though-and the power it wields for your brand: It’s likely that there are other similar-if not identical-products on the market. Your product is what you sell, whether it’s something physical or a service. You might think of your product as your brand, but in marketing terms, they’re two different things. Not just in terms of what branding means, but how to apply the elements of good branding to your own company.
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It can sound vague and fairly daunting, but it’s one of those marketing concepts you need to understand.