Brand: questions you should be asking your audience.
One of the best things brands can do is keep track of how they’re being perceived by their audience.
This is more important now than ever given the recent surge in e-commerce – with an array of 1st, 2nd and 3rd party marketplace sellers, this is a much harder channel for brands to manage. Your brand values may not be projected the way you want, and the experience on the digital shelf is much less curated.
How is your brand being perceived? Would someone favour another brand over yours? What others make of you can open new opportunities.
Regardless of how big or small you are, with reliable research that’s tailored to your brand specifically, you’ll get an unbiased view of the health of your brand, laying the groundwork for future strategizing.
The big questions to ask
When tracking your brand’s health, start with these key questions to form the backbone of your understanding.
1. Who is currently aware of you? Compare your brand’s recognition in the market with other competing brands.
2. What percentage of your target audience engages with your products and services? Discover whether consumers rely on your brand versus competing brands.
3. Is your brand worth recommending? Establish where your brand ranks in terms of how likely consumers are to recommend it.
In sum
Tracking the health of your brand long-term is crucial.
With behaviours and perceptions more in flux than ever, it pays to know which aspects of the business are driving outcomes, and which aren’t. In that way, tracking creates opportunities for growth and improvement. It shows you how you got to where you are and alludes to how to get to where you need to go.
Explore how your target audience relates to your brand, and the world around them – in that order.
Gaging your audiences’ feelings towards your brand is the first step. The second step is to track which trends, preferences and attitudes apply to them. Combining your data in these two process and learning key traits about their persona will reveal powerful insight you can act on.
Look beyond your products and services.
Consumers care about how companies operate. Use survey data to get extra insight on whether your operations are perceived as ethical, transparent and accountable, as improving these areas can help increase your brand’s appeal without the need to expand your range. While factors you’ll need to dial-up or down will vary, continually making adjustments is a surefire way to win customers over.
To learn more about the Questions you Should be Asking your Audience, get in contact today.
