The importance of brand perception for brand reputation

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Change your point of view by putting yourself on the side of people to improve brand perception and increase its credibility.


The image of a company is the engine of its success: the perception of the brand is the spark that ignites the trust and emotions of consumers, constituting the very essence of brand credibility. The creation and maintenance of a positive brand perception is an essential objective for consolidating a solid and lasting brand reputation.

But what is meant by brand perception and why is it so important?

Brand perception is the perception that the public has of a brand or a company, it represents the reflection of the opinions, emotions and connections that people develop around it. It is influenced by a number of factors, such as corporate communication, product quality, customer experience, reviews and testimonials, as well as the image and values associated with the brand.

Its relevance is clear: public opinion can influence the success or failure of a company. If a brand is perceived positively, with credibility and reliability, it will be easier to attract new customers, keep existing ones and establish lasting relationships with suppliers and business partners. On the other hand, a negative brand perception can seriously damage the company’s image and credibility, leading to the loss of customers, decreased sales or difficulty in creating new business opportunities.

How can you improve your brand perception?

To give (or strengthen) the credibility of your brand, you need to adopt a different approach: every company should focus on listening to and understanding its target audience. Understanding their needs, desires and values allows you to implement targeted communication strategies. Furthermore, it is essential to develop a coherent identity that can establish a genuine connection with the relevant public.

Brand perception

Secondly, in addition to understanding, it is vital that every company pays special attention to people’s experience. Offering an excellent service and anticipating consumer needs can really make the difference: customer satisfaction is in fact one of the main elements for creating a solid brand perception. Therefore, investing in staff training, technological innovation and actively listening to consumer feedback can certainly positively influence the creation of a rewarding experience and a solid corporate reputation.

Another fundamental element is corporate transparency, which plays a key role within a solid brand perception strategy. Communicating clearly and honestly with your audience helps build solid credibility. Companies must undertake to be transparent about their strategies, the quality of the products or services offered and the management of any problems. It is important to remember that a company’s reputation is also based on the consistency between what is promised and what is actually offered to the people who will use that good or service.

In recent years, monitoring what is being said on the net has become a significant factor. Online reputation management has become an essential activity in the digital age, so much so that more and more professionals are dedicated to managing the image of brands and dealing with any crises. Monitoring conversations online and on social media (social listening) allows companies to identify any negative comments and to intervene promptly and transparently, in order to protect their reputation from attacks and criticisms.

Brand perception plays a major role in the credibility of any company and requires an ongoing and strategic effort to maintain a strong brand reputation. Understanding the wants and needs of your audience, offering a satisfying customer experience, communicating transparently and carefully managing your online reputation are just some of the fundamental steps to improve brand perception and build solid corporate credibility. This process aims to inspire customers and generate a genuine relationship of trust that goes beyond simple commercial transactions.

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22 May 2023 Margherita Stefanello

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TAG: UX and UI