Brand perception definition
Before you can define and live your brand, you need to do some research so you don’t waste time taking your brand in a direction that won’t allow you to reach your goals. It means something to consumers.īottom-line, a brand is clear, reliable, and believable to both your consumers and your employees. Remember what happened with the new Gap logo last year? Don’t make the same mistakes!Įxample: There is a reason why that blue Tiffany’s box has been around for so long. If one element is awry, your entire brand can suffer. All of these elements must work together to consistently communicate your brand promise, shape brand perceptions, meet brand expectations, and define your brand persona. Your brand is represented by the intangible elements described above as well as tangible elements such as your brand logo, messaging, packaging, and so on. Who would you rather spend time with - Apple or Microsoft? These two brands have very different brand personas. What is that person like? What can you expect when you interact with that person? From appearance to personality and everything in between, your brand persona is one that consumers will evaluate and judge before they do business with you.Įxample: Think of it this way.
Rather than asking, “What is a brand?” a better question might be, “Who is a brand?” Every brand has a persona. To say the least, consumers would be extremely confused because such a product doesn’t meet their expectations for a luxury brand. If your brand doesn’t meet consumer expectations in every interaction, consumers will become confused by your brand and turn away from it in search of another brand that does meet their expectations in every interaction.Įxample: Imagine Rolls Royce launched a $10,000 car. When they pull their hard-earned money out of their pockets and purchase your products or services, they assume their expectations for your brand will be met. The Brand Expectationsīased on your brand promise, consumers develop expectations for your brand. You need to work to develop consumer perceptions that accurately reflect your brand, or your brand is doomed to limited growth potential.Įxample: What are consumers’ perceptions of Lady Gaga? You can bet everything she does is meant to create specific consumer perceptions. The only thing that matters is how consumers perceive your brand. It doesn’t matter what you think your brand promises. Ultimately, it’s the way consumers perceive a brand that defines it. The Brand Perceptionsīrands are built by consumers, not companies. Your brand promises something to consumers. If you’re a Nike fan, the brand might represent athleticism, performance, strength, good health, and fun. It also includes the feelings that consumers get when they use your products and services.Įxample: Think about your favorite brand and what that brand promises to you. What will consumers get when they purchase a product or service under your brand umbrella? The brand promise incorporates more than just those tangible products and services. The Brand PromiseĪt its core, a brand is a promise to consumers. Upcoming posts will cover each of the 5 factors below in detail so you can apply the tips provided to ensure your brand is going in the right direction.
Today’s post introduces the 5 factors that define a brand.
#BRAND PERCEPTION DEFINITION SERIES#
To help clear up the confusion about branding, is introducing a new 6-part blog post series called What Is a Brand?. As a market research company, we at AYTM are here to help you quickly and easily test brand ideas for your new company, product, service, or academic project. The last thing you want to do is waste time and money by developing a weak brand.Ĭreate a new market research study, and get the valuable answers you need. If you’re confused by your brand, your customers will be confused, too. What is a brand? What is branding? It seems like a simple question, but the answer is anything but simple. The concept of branding is a confusing topic that many seasoned marketers don’t even clearly understand.