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Do you know with certainty what your target audience truly thinks, feels, or believes regarding your brand, products, and/or services? Would the truth about these things change the way your products are promoted, or would you even modify the products you make and sell? Surveying your customers and prospects will yield specific data and critical insights that can be used to build and grow brand awareness, perception, and customer loyalty, thus positively impacting the bottom line.
First, let’s unpack what exactly a brand perception survey is. These surveys include polling your customers and prospects with open-ended questions regarding what they think about your products, how they explain your products to their friends or colleagues, or what emotions they feel when they use your products. Understanding these behaviors and actions can reveal a lot of information that may not be intuitive in product design and testing. Learning about your target audience’s actions and emotions toward your brand can help you respond with better, more tailored products.
Product quality and reputation are certainly important, but a large component of brand perception is how your message resonates with the target audience. A company should always strive to align the company values with the product experience. Surveying customers on how they feel about your brand and products will reveal whether your company is perceived positively, negatively, or neutrally. A neutral perception is almost as bad as a negative impression because a neutral impression generally means you haven’t done a good enough job educating your audience on who you are, what you stand for, or the purpose of your products.
Reliable subscription services like SurveyMonkey and SurveyAnyplace simplify and automate the survey process and quickly help you determine customer loyalty. These services allow subscription holders to benchmark their results against other companies in their respective industry. This will help your company identify and act on best practices to better serve your customers and set goals that align better with customer behavior and habits. Most capable survey management services offer CRM integration to further enable data collection for trend analysis and other stratification goals.
Don’t let your company’s brand perception be a mystery. Be proactive: poll your current and potential customers during all stages of the sales cycle. The knowledge and feedback you receive may change your company’s perception dramatically and ultimately yield more sales. Gotham’s industrial marketing strategists can help you plan, design, and execute surveys in a variety of channels to best understand what your customers think of your company. We’ve been helping B2B companies since 1989 do just this. Are you ready to enhance your brand’s perception and awareness across the board? Get started at industrialmarketingexperts.com.