Quel rôle joue la perception des consommateurs dans le positionnement de votre marque ?

As Jeff Bezos, the founder of Amazon, is quoted as saying, “Your brand is what people say about you when you're not in the room.” And that is nothing but perception! Perception is what the customer thinks of you - its not what your advertising or communication says, but what that communication means to the customer. It's the many touchpoints the customer has to your rband and if the brand story is the same across all levels. e.g. As a brand you cannot promise to be customer centric yet a real customer sees a delay of 5 days when they raise a complaint? And in such a case the brand has to correct internal systems to gain back customer confidence.

Your brand and experience is yours to create and orchestrate. However, its perception is with the customer and/or user. Intention and perception are two sides of the same coin. Understand each helps to identify the gaps.

if consumers perceive a brand as a leader in sustainability, the brand's positioning should align with this perception by highlighting eco-friendly practices and products. This alignment between consumer perception and brand positioning not only secures the brand's market position but also fosters customer loyalty and trust. Therefore, continuously monitoring and adapting to consumer perception is essential for maintaining relevance and competitiveness in the marketplace.

Consumer perception significantly influences brand positioning, impacting decision-making, differentiation from competitors, brand image, market positioning, customer loyalty, reputation, and marketing strategies. Effective marketing and communication strategies can help businesses craft compelling brand stories, deliver consistent messaging, and engage with consumers, ultimately enhancing brand reputation and fostering customer loyalty.

Brand positioning isn't just about comparing yourself to competitors; it's about crafting a unique identity that resonates with consumers. By understanding how consumers perceive your brand, you can develop innovative strategies to differentiate yourself and communicate your value effectively. It's about capturing attention, inspiring loyalty, and forging emotional connections that set you apart in a crowded market.

Your brand positioning strategy should align with the desired consumer perception. For example, luxury brands like Rolex or Chanel strategically position themselves as symbols of prestige and exclusivity, influencing consumer perception & leading them to purchase accordingly.

A well-crafted positioning strategy is essential for establishing a unique space for your brand in the minds of consumers. It involves identifying and communicating the distinct benefits and value proposition that sets your brand apart from competitors. Through strategic messaging and market positioning, you can influence consumer perception and carve out a niche that resonates with your target audience.

Consumer perception is how the company’s offerings occupy a distinctive image in the consumers mind. It forms the basis of the positioning strategy by crafting uniqueness, attractiveness and the key attributes. A positive consumer perception helps connect and engage with consumers, build brand loyalty and a competitive advantage. A consumer perception that is positive and responsive to consumer’s needs attracts customers and builds a brand positioning that resonates with trust and high quality. The way consumers perceive a brand helps in devising the brand strategy and aligning the A&P budgets.

Building an emotional connection with consumers is key to fostering brand loyalty and advocacy. When consumers feel emotionally connected to a brand, they are more likely to form strong, long-lasting relationships and become brand ambassadors. Personalized experiences, storytelling, and shared values are powerful tools for creating emotional connections that influence consumer perception and drive brand preference.

Consistency is paramount in shaping consumer perception and maintaining brand credibility. From visual identity to messaging and customer experience, every touchpoint should reflect your brand's core values and promise. Consistent branding builds trust and familiarity, reinforcing positive perceptions and differentiation in the marketplace.

Your brand positioning should be: a) relevant to your target buyers (which is why you should do buyer interviews/surveys) b) distinct from your competitors (which is why you should do competitor analysis) c) authentic to you and your team (which is why you should do internal stakeholder interviews and/or workshops) The good thing about b) - zagging while the industry zags - is that most industries are full of copycats; lookalikes and soundalikes. So it's usually not that difficult to differentiate. When analysing our clients' competitors, we tend to reverse engineer core brand elements, such as their - brand personality traits - brand values - tone of voice - value proposition & brand story - target audience - strengths and weaknesses

Conducting a thorough competitive analysis provides valuable insights into how your brand is perceived relative to competitors. By understanding the strengths, weaknesses, and positioning strategies of competitors, you can identify opportunities for differentiation and refine your own brand positioning to better meet consumer needs and preferences.

Business strategy and brand strategy would both be iterative processes. Sure, when you craft a visual and verbal brand identity, you should base it largely on target audience insights (i.e. make it relevant) and built it to last (i.e. make it durable). But the most successful businesses and brands see marketing as circular, not linear. As you grow, gather more customer data, review, iterate, tweak your strategy and subsequent marketing collateral to be increasingly targeted at your (potentially fluctuating/evolving) target audience.

Feedback loops are essential for gauging consumer perception and adapting your brand positioning accordingly. Actively soliciting feedback from customers through surveys, social media, and other channels allows you to identify areas for improvement and address any discrepancies between consumer perception and brand positioning. Continuous feedback loops enable brands to stay agile and responsive to evolving consumer preferences.

1.Deep Understanding 2.Strategy Determination 3.Effective Communication 4. Feedback Evaluation 5.Offering Appropriate Products and Services 6.Establishing Differentiation 7.Shaping Marketing Strategy

Consumer perception serves as the canvas upon which the masterpiece of brand positioning is painted. It's the collective perception, feelings, and attitudes that consumers hold towards a brand. By understanding and influencing this perception, brands can strategically position themselves in the minds of their target audience. Whether it's through advertising, product design, or customer experience, every interaction shapes consumer perception and, in turn, the brand's identity. In today's crowded marketplace, where differentiation is key, harnessing the power of consumer perception is essential for brands to stand out, resonate, and ultimately thrive.

In addition to the aforementioned factors, it's important to consider the evolving nature of consumer perception and the dynamic marketplace. Consumer trends, cultural shifts, and technological advancements can all impact how your brand is perceived. Staying vigilant and proactive in monitoring these changes ensures that your brand positioning remains relevant and resonant with your target audience.