Your
brand image is a set of distinctive qualities people say to describe your
brand. These qualities lead people to decide whether the services you provide
are trustworthy and if you offer value to them.
The image your brand
presents to your customer or target audience determines how your company is
perceived and is a determining factor in growing your business.
Companies
may focus on changing and improving consumer attitudes for a variety of
reasons. Dropping sales, increased product or service complaints and new, or
renewed, competition in the marketplace can all necessitate a hard look at the
reasons behind trends related to consumer perceptions and attitudes.
Improving customer’s
perceptions about your brand requires appropriate planning and the commitment
to make the necessary changes to ensure success.
Step 1: Uncover what the audience thinks
There are certain attitudes and attributes
your loyal customers have about your brand, which is why they choose you
and people who choose other competitive product have their own
attitudes about your brand (mostly negative). It is important to
know what people really think of your brand. In order to develop an action
plan for changing consumer attitudes, you need to understand current
perceptions of products and services. Evaluate captured feedback, such as
customer service contact statistics regarding complaints, concerns etc.
Step 2: Make inquiries
In finding out about
your brand image, you have to ask the right set of questions to know what your
audience thinks. You need to know what your loyal customers think of your
brand image, and what the opposition thinks. That will start
providing a road map for how you attract new eyeballs without alienating your
base. Then, you find out why your current customers like your brand. Ask why
they trust you above all others. Maybe they get their information from a
newspaper, radio, TV or social media. Figure out what sets you apart from your
competitors.
Step 3: Create an action plan
Changing customer’s attitudes isn't fast or
easy. Using the different types of media advertising to launch a
promotional campaign is one step of the process. But before you buy billboard
or radio advertising, you have to know the specific attitudes you want to
change.
You want to address your weaknesses in the
marketplace. Once you have identified consumer perceptions, develop a plan to
improve areas where consumer perceptions reflect a negative attitude toward the
company, product or service. Enlist the help of the marketing department to
develop campaigns focused on increasing brand awareness and resolving common
concerns.
Compile data for interpretation. Interpretations derived from
statistical data can provide immediate feedback related to possible product or
service defects. Evaluate survey responses for information related to consumer
views and perceptions of the business's products or services. Focus on repeated
or habitual problems experienced by customers. Find the common thread among
complaints and negative perceptions. Determine if a negative consumer attitude
is the result of employee neglect or product deficiencies. Service businesses
can leave comment cards for customers to complete and mail back. Utilize
surveys, paper and electronic, and focus groups to receive an accurate
representation of problems or concerns that may exist.
Step 4: Educate your
staff members
Train employees on how
to handle concerns and help cultivate customer loyalty. Share vital
information with affected employees. Educate the appropriate personnel on the
goals of any new campaigns and promotions. Ensure customer service
representatives understand the impact of creating a positive customer
environment. Changing consumer attitudes is essential to ensuring future
loyalty and creating a secure job environment.
Step 5: Measuring Results
Use customer service
metrics as one way to measure success. This can include keeping track of
incident reports, positive feedback and complaints. Signs of a shift in
consumer attitudes include reduced complaints and increased sales.
Remember
it takes time for an audience to respond to all the efforts you've made in re-branding
your product. Don't expect to run a
one-month advertising and get immediate results.
The key factors are
consistency in your brand message and a long term advertising campaign.
If you
are thinking of advertising in Nigeria, please contact PoiseMedia
Communications at www.poisemedianigeria.com or
check our contact at the bottom of this blog. We can help you identify your
market and reach them. We apply both BTL and ATL strategies to project our
clients’ brands to the right audience. We can do same for you at very
affordable price.
Business Development Officer
PoiseMedia Communications Ltd
