Consumer perception of brands has evolved greatly since we’ve entered into the digital age. Typically, there was a simple formula for how brands could project an image throughout the combination of 3 basic things:
- have a great product
- toss in some really good values
- Present all of it through a compelling advertising campaign.
Fast forward to 2019, and getting closer to approach consumers has drastically changed. Consider Clorox, a brand which offers a series of products based on one common ingredient: bleach. Clorox has been viewed to offer a reliable product line and is embraced for much more than its mere capability to clean surfaces, but rather a must have to keep families safe, kill germs, and maintain a healthful environment.
Clorox uses simple, yet compelling advertising coupled with social network campaigns to stay top of mind for clients, tying its value to two very key elements for today’s health conscious consumers: safety and wellness.
Engaging With Consumers Helps To Build Loyalty
Building client loyalty is key to sustaining and growing a business. Some brands that have managed to obtain strong client loyalty include Apple, Google, and Amazon. Each brand has successfully created an emotional connection with consumers. For example, Google became a necessary part of everyday activity for consumers across the globe. Countless consumers trust it as their go-to internet search engine, e-mail provider, IM tool, document house, and general news source of choice.
The term Google it became a necessary part of common household terminology. With a premium price tag and a focus on privacy, the most recent gadget to hit the market is Apples Siri Home Pod. Actions Speak Louder Than Words When It Comes To Giving Back – A charity component is extremely recommended for brands looking to create a positive perception with todays consumers. Brands need to put themselves in the shoes of the consumer and ask, what kind of impact are we having beyond the one to our bottom line? Choosing the proper charity to align with their mission is also key.
Millennial consumers, especially, are bound to associate with brands which are giving back. Take, for example, Toms Shoes for each pair purchased, a pair is donated to someone in need. Today’s consumers strive to be impactful shoppers and brands that give back are perceived positively and attract the attention of prospective clients.
A Brands Reputation Is Fragile Like A House Of Cards – Projection and complying with a positive image can help to cautiously build, maintain, and protect the business assets. Consider celebrity chef Paula Deen, whose image started as a clean cut, family oriented, beloved cooking show host that consumers trusted and welcomed in their homes.
Due to her popularity, Ms. Deen formed a series of collaborations with household names like Target, Wal-Mart, Home Depot, Sears, JC Penny, and more. After the racial slurs scandal, her image experienced a drastic change via a change in public perception, which resulted in the conclusion of several brand partnerships. Perception Is Equally Important To Stakeholders And Partners – Take, for instance, the latest crisis faced by United Express Airlines following the forced removal of a passenger from flight 3411. The incident had both positive, negative and neutral sentiments amongst advocates and detractors of United Express.
Germin8 Solutions Pvt Ltd has an offering in form of a study report for your brand. The report has insights about the Brand Perception amongst your followers on social media. We collect and analyse the conversation that takes place on the public web domain and categorically add sentiments to it.
To know more about how Brand Perception study can be useful for a company you can get in touch with one of our Customer Success Managers here