You love your brand. After all, you’ve spent years building the perfect products, culture, and employees that uniquely capture your brand’s goals. However, it doesn’t just matter what you think. It’s crucial to know what your customers have to say about it. Let’s get to the bottom of brand perception.
As a business owner, it can be incredibly challenging to step outside of your personal perspective to consider how others are viewing your company. Luckily, we came up with a few questions to help you get started.
Be sure to ask the following questions to gain a bettering understanding of your customers’ perspectives.
1. Is your brand appreciated?
There’s a reason that companies are always begging for surveys and user feedback – it works! Both online surveys and reviews are excellent tools to utilize in order to better understand your customers. Asking customers for feedback via these methods are some of the best ways to determine whether they’re on board with your brand or not.
When it comes to online reviews, make sure you’re always responding to customer feedback. Whether your customers’ reviews were negative or not, it’s important to show them that their feedback matters and is greatly appreciated. This will ultimately improve your customers’ perceptions of the brand, which is a win-win for all!
2. What are the main issues with the brand?
Here’s the trickier part – getting people to pinpoint if there’s anything about your brand that bothers them. It’s hard to improve your business without hearing the positive AND negative/constructive feedback. To get to the heart of what people really think, you need to ask specific questions about all aspects of your brand.
- How would your customers rate the durability of your products?
- What about the design and style?
- What are your customers’ thoughts on the attitude and efficiency of your staff?
Asking questions like these can help you see more deeply into what your customers really think, which will ultimately help improve your brand perception.
3. How common are these issues?
You also want to grasp what your customers think about your brand. The best research is always far-reaching and comprehensive, not just from one group of customers. Perhaps one customer interacted with an employee who was having a bad day, or they received the only faulty product in the whole store. To minimize these unique and outlier experiences, make sure that you have a large sample size in your surveys. It’s also a good idea to leave space for customers to write open-ended responses, so they’ll be able to share exactly what they’re thinking.
Using these three questions will be a great start to helping you learn what your customers think about your brand. Don’t let vague answers or one-time experiences skew your data; instead, ask specific, helpful questions that fall into the categories above. In the end, you’ll get an accurate picture of your customers’ thoughts and beliefs. From there, you can take the gathered information and improve your brand.
Be sure to keep in mind that not EVERYONE is going to be a jumping-for-joy brand advocate of your company. It’s important to understand your brand’s audience and distinguish your positive buyer personas from your negative buyer personas.
If you would like to know some more ways to help understand how your customers are viewing your brand or how to create your postive and negative buyer personas, please feel free to contact us!