How to Use Content to Change Brand Perception: the Ultimate Guide
Imagine that several customers expressed their disappointment with the quality of your product or poor customer service. Even if you have resolved the issue and learned the lesson, your online reputation has now a stain on it. Or imagine that no one pays attention to the brand message you worked so hard to create. What should you do? How do maintain the loyalty of existing customers and attract new ones?
Changing the logo or website design won’t be enough. You need to communicate to your audience that you stand for what they care about. And content marketing is a great way to achieve that goal.
Brand perception affects sales and customer retention. From buyer reviews to discussions on social media, you are what customers say about you. If their perception is negative or indifferent, you must take action. Follow these content marketing guidelines to make your brand memorable in 2019 and beyond.
Learn What Your Audience Thinks of You
First, you have to get feedback from your customers. Conduct surveys to ask them questions such as:
- Why do you keep buying from us?
- What do you think of when you heard or read our brand name?
- How likely are you to recommend our products and services? If so, why?
Compare your older customers with the new ones and note the similarities as well as the differences. Perhaps you’ll find that the brand message that you relied on years ago is not relevant anymore.
Another great way to learn how your audience perceives your brand is to search what they say about you in social media. Monitor your mentions and find out what the overall perception is — positive? Negative? Neutral? Either way, try to understand the audience’s point of view.
Takes Cues from the Competition
Look at what kind of brand messages are receiving a positive response in your industry. See what content is performing really well and the reactions it gets.
What are the competitors doing? maybe they create awesome in-depth guides or inspiring videos? Or their content is exceptionally mobile-friendly? Or they know how to engage their audience via social media?
Take a page out of the competition’s book to meet your customers’ expectations of what their experience should be like. You might notice successful content formats you are not using or important topics you are not taking part in.
Make Brand Perception a Priority
Maybe you have decided that the way your brand is perceived must change. That said, it’s easy to lose track of this goal and go back to more pressing matters like finishing current projects.
But brand perception doesn’t change overnight. You must commit to it for an extended period of time before you start seeing results.
Who you put in charge of changing brand perception can be a team or a single person. In either case, anyone involved must have a clear understanding of what the current perception is like and what the desired perception consists of. Keep in mind that employees who interact directly with customers must implement that change as well. Communicate your plan to your sales team and customer support team to enable them to convey the change in values while working with customers. Your content marketing efforts will be fruitless if the customer experience is lacking.
Deliver Outstanding Content and Engagement
Creating fresh and insightful content is a must-have in content marketing. You do that by addressing your audience’s burning questions and unsolved problems.
But you also should go the extra and deliver content that makes the audience feel emotions.
Philips did that by creating a digital storytelling platform where more than 50 videos tell stories curated by research labs and sales teams. One film depicted high-quality health care made available in Uganda. The result of this investment is a a major change in brand perception. Philips is now more than a manufacturer of electronic razors, TVs, and phones; it’s a company that contributes to society and changes lives through innovation.
Once you find the values and issues that your audience cares about, you will move away from product-centric content and more to customer-centric content, which takes many forms:
- High-quality blog posts
- Video campaigns
- Guest content that shows your values to a larger audience
- Social media posts that show behind-the-scenes moments and social engagement
But enhanced brand positioning doesn’t stop there; It extends to the conversations you have with your audience. When tweeter Paul Franks complained to Tesla CEO Elon Musk about steering wheels, Musk replied less than thirty minutes later, saying that Tesla will implement that feedback. This quick response shows that the company does listen to customer opinions – no excuses, just a straight answer – and willing to provide the best experience as quick as possible. As a result, Tesla is enjoying high levels of satisfaction and loyalty.
That’s one example of being transparent about recent mishaps and turning around what could have been an embarrassing moment. Spread your content on social media and engage with conversations that demonstrate you are earnest about the values you claim to represent.
Measure and Monitor the Evolution of Your Brand Perception
Changing brand perception is a process that takes time and effort. But even when you manage to turn things around, you have to stay on your toes. You must always monitor the perception of your brand and promptly respond to any changes before they escalate. Brand perception always plays a role in a company’s profitability
To measure your brand perception, you can send periodic surveys, track online reviews, and reply to social media posts.
With these content marketing tips, you can start your path to a stronger brand that commands respect and loyalty. In case you don’t know exactly what kind of content you should create for that end, our team at Iris Content can help. Our content writers will take your brand message and craft compelling content around it that draws in a larger audience and increases conversions.
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