How do you benchmark and track your brand perception over time?

1 What is a brand perception survey?

A brand perception survey is a type of customer feedback tool that helps you understand how your target audience views your brand. It can cover various aspects of your brand identity, such as your values, personality, promise, differentiation, and awareness. You can use a brand perception survey to assess your current performance, identify gaps and opportunities, and track changes over time.

2 How to design a brand perception survey?

To design a brand perception survey, you need to define your objectives, segment your audience, choose your questions, and select your distribution channels. Your objectives should be specific, measurable, achievable, relevant, and time-bound. Your audience should be representative of your target market and segmented by relevant criteria, such as demographics, behavior, or loyalty. Your questions should be clear, concise, and aligned with your objectives. You can use different types of questions, such as rating scales, open-ended, or multiple choice. Your distribution channels should be convenient, accessible, and engaging for your respondents. You can use email, social media, website, or SMS to send your survey.

3 How to analyze a brand perception survey?

To analyze a brand perception survey, you need to collect, clean, and interpret your data. You can use various tools and methods to help you with this process, such as spreadsheets, dashboards, or statistical software. You need to check your data for accuracy, completeness, and consistency. You need to identify patterns, trends, and outliers in your data. You need to compare your results with your objectives, benchmarks, and competitors. You need to draw conclusions and recommendations from your data.

4 How to use a brand perception survey to improve customer experience?

To use a brand perception survey to improve customer experience, you need to act on your findings, communicate your actions, and monitor your progress. You need to prioritize and implement the changes that will have the most impact on your customer satisfaction, retention, and advocacy. You need to inform your customers and prospects about the improvements you made based on their feedback. You need to measure and track the outcomes of your actions, such as your net promoter score, customer lifetime value, or conversion rate.

5 How to conduct a brand perception survey regularly?

To conduct a brand perception survey regularly, you need to plan, execute, and evaluate your survey cycle. You need to set a realistic and consistent frequency for your survey, such as quarterly, biannually, or annually. You need to follow the best practices for designing, distributing, and analyzing your survey. You need to review and refine your survey based on your results, feedback, and goals. You need to keep your survey relevant, engaging, and valuable for your customers and prospects.

6 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?