How Awareness and Perception Affect Brand Strength

The greatest indicator of a brand’s success is always from the customer’s point of view. Consumers They’re the ones who decide what separates a good business from a bad one, a trustworthy brand from one they’re not going to recommend. Brands strive to achieve notoriety and improve society’s perception of them to stand out. It is now clear that businesses are not built on products but on relationships, and it could be said that brand perception defines the tone of that relationship.

If we know that true reality is the result of perception (as I already mentioned here),

obviously brand perceptions are very important and define the set of feelings that people have about it

. These feelings occur once you become aware of the brand and get in touch with it by listening, watching or interacting through any type of content. Brand perception incorporates a multitude of areas, from product development and packaging to public relations and communication. Some of them are easily controllable, but others escape the direct intervention of the Company. Let’s think that consumers make value judgments based on their experience but also on what they read on social networks, according to other people’s opinions or even what employees comment.

A positive perception means that consumers are more willing to choose your brand over the competition. It also means that up to 60% will recommend the brand to third parties. In other words, brand perception affects your bottom line.

Perception has to do with how we experience the outside world through the physical senses such as sight, hearing, touch, taste, and smell.

On the other hand, notoriety has to do with how we experience the inner world. Comes from within and does not depend on the physical senses. A blind person may not have seen the sea, but he is aware that it exists because people have told him about it and the feelings that are reached in front of him.

The Brand awareness is an indicator of brand recognition by your potential customers, as well as your level of association with a particular product. Generally expressed as a percentage of the target market, notoriety or Brand awareness is the main goal in the face of any market launch and It’s especially important for small businesses to invest in it if they don’t want to go unnoticed.

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Awareness has a number of different effects on consumers’ perception of the brand.

  • Memory potential. Notoriety is a catalyst for future demand growth. Being at the “top of mind” of customers is the great challenge of any brand.
  • Perception of quality. Consumers tend to attribute higher quality to those brands they recognize.
  • Presumption of availability. Those brands with greater investment in communication are perceived as more available to the market, thinking that it will be within their reach in a multitude of businesses.

Brand perception and awareness change over time, making it necessary to periodically monitor both. The moment any variation occurs in one of them, the relationships that customers have with the brand can be altered and, with it, the position of the Organization in the medium term. A brand with low notoriety is less likely to be chosen in the first place, which means that it is at a disadvantage compared to the competition and ultimately has a negative impact on the overall perception of it.

If you’re concerned about how your brand is perceived, first identify your customers and the channels you use to build relationships with them. You know, their reality is the result of knowledge and perception; The rest is mere illusion!


Carlos Puig Falcó

CEO of Branward®


Photos: Shutterstock


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