To read Part 1 of this 2-part series about Brand Perception, please click here.
Your company’s brand health—how it stands up to your brand vision and promise—impacts overall sales performance. Breaking it down, your company exists to solve a problem for your customers. What your customers think about the experience of doing business with you, and whether or not the intended solution satisfies their needs, influences whether or not they will continue to do business with you, and whether or not they would recommend your company to their friends and business associates. Repeat and referral business is a strong indicator that your brand health is, well, healthy.
To keep a pulse on your brand health, from time to time it makes sense to survey your clients. You’ve seen the survey enticements on purchase receipts, right? That’s one way to facilitate a survey. There are many, many ways to conduct customer satisfaction surveys, but among the litany of brand perception questions, typically they begin with the ones below and are rounded out with a few more questions specific to your company’s particular brand promise.
Client Brand Perception Survey Questions
- Generally speaking, what business problem or need does [your company name here] satisfy?
- Please describe what it is like to do business with [your company name here].
- What emotions do you feel when you think about [your company name here], check all that apply?
- Would you recommend [your company name here] services to a friend or colleague?
- Drawing from your experience working with [your company name here], please pick the core values that best represent the company and/or your experience with us (e.g. pick 2):
☐Excellence: Always bringing our best to the table
☐Flexibility: A deep understanding of the creative process and the need to rethink, refine, and rework align the way to reach the best solution
☐Relationships: Building lasting partnerships with our clients and colleagues that continue beyond the completion of a project
☐Proficiency: Working hard, working smart, and working efficiently to give our clients the best return on their investment
☐Responsibility: A commitment to the whole, where each person can be counted on to contribute to the success of every project and to the company as a whole
☐Innovation: Staying on the cutting edge of the latest technologies, strategies, and approaches in communications to always push our creative thinking
Remember, once you’ve completed your health assessments, it’s likely you will uncover some addressable gaps in perception. This is common and will give you an opportunity to make some changes and demonstrate your commitment to delivering to your clients the solution(s) they are looking for in a manner most everyone appreciates. If Owl’s Head Solutions can help you in any way to make clear your messaging, please contact us. We’re ready to support you.