I was tasting the sauce for tonight’s dinner when my son walked in. “Needs salt,” he said.
“Needs pepper,” said my daughter.
“Needs flavor,” said my wife (she doesn't mince words).
And just like that, I had my own mini focus group - each with different tastes, different expectations, and different ways of experiencing the exact same thing.
Sound familiar? That’s your brand perception in action.
Stop Guessing, Start Measuring
Today, I’m giving you my exact framework for measuring and adjusting brand perception.
No theory, just practical tools you can use this week.
1. The 3-Layer Brand Perception Audit
Layer 1: Direct Feedback
Set up a Google Form (I’ll give you the exact questions below) Send to: recent customers, lost customers, and prospects Crucial: Promise it takes less than 3 minutes (and keep that promise)
Your Essential Questions:
- “When you think of [brand], what three words come to mind?”
- “What problem did you expect us to solve for you?”
- “Did we solve it? Why/why not?”
- “Who do you think we’re trying to serve?”
- “Who would you NOT recommend us to?”
Layer 2: Digital Footprint Analysis
Search your brand name + these terms:
- vs
- alternative
- review
- problem
- comparison
Document:
- Common themes
- Complaints
- Comparisons
Layer 3: Social Listening
Track mentions across:
- Comments (not just posts)
- Review sites
- Industry forums
Look for:
- Pattern words
- emotional language
- context
The Gap Analysis Matrix
Create this simple 2x2 grid:
| What We Think We Are |
What They Think We Are |
| What We Want To Be |
What They Need Us To Be |
Fill each quadrant based on your audit data. The gaps between these quadrants are your action items.
Perception Correction Toolkit
When perception doesn’t match reality:
A. Message Misalignment
- Audit all customer touchpoints
- Score each (1-5) on message consistency
- Fix anything below 4
B. Experience Gaps
- Map your customer journey
- Identify where experience doesn’t match messaging
- Prioritize fixes by impact vs. effort
C. Audience Mismatch
- Review your top 10 happiest customers
- List their common characteristics
- Compare against your marketing targets
- Adjust targeting accordingly
Real Example
One of my clients discovered their brand was perceived as “premium but unapproachable” when they wanted to be “premium and helpful.” The gap? Their website used corporate language but their best customer service happened on the phone. The fix:
- Rewrote website copy using actual customer service call language
- Added team photos with direct contact info
- Included customer stories focusing on helpful interactions
- Created “quick help” videos for common questions
Result: Inquiry-to-consultation rate jumped 40% in 2 months
Your Action Plan For This Week:
- Monday: Set up your feedback form
- Tuesday: Run digital footprint analysis
- Wednesday: Complete social listening
- Thursday: Create your gap analysis matrix
- Friday: Pick your top 3 action items
The One Thing Most People Skip Schedule regular check-ins. Brand perception isn’t a one-and-done measurement.
Set calendar reminders for:
- Quick pulse checks: Monthly
- Full audits: Quarterly
- Major analysis: Annually
Remember: Your brand perception is like a recipe - measure, taste, adjust, repeat.
Until next time, Brand Uniquely.
🌶️The Brand Chef