Brand perception: how to measure and shape it

Brand perception builds trust and loyalty. Learn how customers see your brand, why it matters, and what strategies can help you improve your reputation and awareness. How do people really feel when they see your brand? Do they trust you, roll their eyes, or immediately think you’re the best choice? This intuitive reaction, shaped by all touchpoints—from your website to your customer service emails—is what’s called brand perception. And it’s incredibly powerful. Edelman research found that nearly four out of five consumers need to trust a brand before they’ll consider a purchase. So how your target audience perceives you isn’t a “nice-to-have”; it’s the deciding factor between choosing you or simply scrolling past you. User behavior You can see it everywhere online. The words people type into Google say a lot: are they specifically looking for you, or just comparing options? That’s why it’s important to pay attention to things like search queries. If your brand appears at the top of the results at the right moment — that’s when a high Google ranking really starts to pay off. Even small shifts in perception can affect how often people click on your link in search results or whether they see you as an authority in your field. Learn more about shopping in ChatGPT. So how can you actually measure and shape that perception? And once you know where you stand, how can you make sure potential customers see you the way you want to be seen? What is brand perception? Brand perception is the emotional impression people have about you. It’s not what you say about yourself — it’s what they believe, based on every touchpoint they’ve had with you. It could be a smooth purchase on your website, a quick glance at your Instagram, or a late-night Reddit post someone wrote about your service. All of this combines into the overall picture of your brand’s value and image. Ask yourself: if someone saw your logo right now, what’s the first word that would come to their mind? That instant reaction — that’s perception in action. The difference between brand awareness, identity, and reputation It’s easy to mix these up, so let’s break it down. Awareness — simple: do people even know you exist? Identity — what you consciously present: design, tone of voice, messaging (often expressed through your content strategy). Reputation — what people say about you after actually interacting with your product or service. Perception — something different. It’s the sum of all of the above — an emotional shortcut people form in their minds about your brand. Imagine it like this: Awareness: “I’ve heard of this project management tool.” Identity: clean design and confident website copy. Reputation: user reviews on G2. Perception: “They seem reliable. I’d give them a try.” Why perception drives trust, loyalty, and revenue Want to know a simple truth? People don’t stick with a brand because of its awareness or identity. Loyalty is built on emotion. Brand perception is the bridge between people knowing your name and choosing you again and again. Think about yourself: have you ever picked a brand simply because you trusted it more, even if another option was similar or cheaper? That’s perception at work. It turns casual visitors into first-time buyers and first-time buyers into repeat customers. It also impacts search. Positive brand perception leads to higher CTRs in search results, more branded queries, and stronger authority in your niche. And authority doesn’t form overnight — if you’ve ever wondered how long SEO takes to show results, you already know: it’s all built on consistent signals of trust and reliability. Take Asana and Trello, for example. They didn’t win loyalty through logos or ads alone. Their perception as reliable, user-friendly, and team-oriented tools grew gradually — through positive user experiences and word of mouth. That perception now sustains their market position, retaining customers and keeping competitors under pressure. Why brand perception matters Before diving into details, let’s zoom out. Why does brand perception matter at all? It’s not just about a nice visual or a recognizable logo. How people see you affects how much they’re willing to pay, how easily they can find you online, whether they stay with you long-term, and even how you appear in AI-generated search results. In other words, perception is the thread that connects marketing, customer experience, and reputation. Brand perception is a kind of look into the future. If people see you as trustworthy, innovative, or user-friendly, that belief shapes their behavior before it ever shows up in your financial metrics. In other words, it’s a leading indicator: when people feel good about your brand, demand and willingness to pay naturally follow. Let’s return to the project management example. If users perceive Asana as a more professional, enterprise-grade tool, they’re often willing to pay more — even if Trello offers a free plan. It’s not about the objective number of features — perception of value allows Asana to charge higher prices without losing customers. Impact on SEO and digital marketing Here’s where it gets really interesting. Brand perception doesn’t just affect how much customers are willing to pay — it determines how new customers find you in the first place. Strong perception drives more branded searches, more clicks in the SERP, and even better visibility in special search features. Think about it: if people are already searching for you by name, you’ve essentially bypassed the toughest part of competing for generic keywords. And when your brand is seen as authoritative, users will click your link even if it ranks below competitors. That kind of trust also boosts topical authority — Google tends to reward brands that are consistently recognized as experts in their field. If Asana appears in a roundup of “best project management tools,” its perception as a professional and reliable brand increases its click-through rate — signaling to Google that it deserves an even higher ranking. What does ChatGPT say about your brand today? Check your visibility, share of voice, and sentiment in ChatGPT’s responses to understand what needs to be improved first. Check your visibility in ChatGPTCompare your share of voice and positivity level in just a few seconds. Learn more about how ChatGPT shapes product search results. Connection with customer experience (CX), retention, and referrals Brand perception is shaped not only in search results but also through every interaction people have with you.A smooth sign-up process, polite support, and thoughtful design — all of these influence how people see you. And here’s the key: positive perception has a multiplier effect. Satisfied customers stay longer, spend more, and gladly recommend you to others. That’s why customer experience is a powerful growth driver. If your tool is intuitive and your support team genuinely helps, users not only stay — they happily spread the word about you. And those referrals become a form of “earned trust,” strengthening your brand and improving your visibility in search. Reputation management in the era of AI Overviews and zero-click search Here’s an important nuance. With the rise of Google’s AI Overviews and the growing number of zero-click results, your reputation is now being tested in new ways. It’s no longer just about how you look on your own website — it’s about how AI algorithms describe your brand directly at the top of the search results page. If your brand perception is strong, these automated summaries are more likely to present you positively. But if your reputation is weak, you might be mentioned only briefly — or omitted entirely. That’s why it’s now essential to build perception through trust, authority, and reliability — all aligned with Google’s E-E-A-T principles — to remain visible in this shifting search landscape. Learn more about how to optimize your content for generative search engines. Imagine a user asks Google: “What’s the best tool for managing remote teams?”If Asana’s brand perception is strong, it’s likely to be featured in the AI Overview.But a lesser-known competitor with a questionable reputation might be ignored entirely — even if it offers similar features. This is the new reality of SEO: brand perception is now defined not only by people but also by machines. Key factors shaping brand perception What really defines how people see your brand? It could be their experience with your product or service. Or the messages you send out into the world. Maybe it’s the reviews users come across, or the stories others tell about you. And sometimes, cultural signals become the deciding factor — your values, stance on diversity, environmental initiatives, or social commitments that make people feel either connected or distant. Each of these touchpoints adds a brushstroke to your overall picture. Some you can control — like customer experience or marketing. Others, such as social proof or media coverage, depend on your community and the broader public. Together, they create the lens through which your brand is perceived. Let’s explore the key factors that shape perception — and how you can influence them through brand strategy and marketing tools. Customer experience: product quality, service interactions, UX design Let’s start with your customers. Their experience with your product or service shapes brand perception faster than any advertising campaign. Ask yourself: when someone uses your tool, do they finish the session thinking “that was easy and intuitive,” or “I barely figured it out — that was frustrating”? That impression lasts. Take the example of project management software. If the sign-up process is smooth, the interface intuitive, and support quick and helpful, the user walks away with a positive feeling. One flawless experience can outweigh a hundred flashy emails or social media posts. Product quality and user experience aren’t “nice extras” — they’re the foundation of perception. Marketing and communication: message consistency and thought leadership Marketing and communication define your brand’s “voice.” This includes everything you put out into the world — ad campaigns, website copy, social media posts, newsletters, even the tone of your customer emails. Consistency is critical. Contradictory messages erode trust, while clear and steady communication builds reputation. But communication isn’t only about consistency — it’s about value. Are you educating and helping your audience, or just pushing discounts? If a software brand regularly publishes practical guides, in-depth analytical articles, and productivity tips, it positions itself as a trusted expert. Content marketing strategy plays a key role here: it ensures every piece of communication strengthens perception. Over time, people don’t just recognize the brand — they begin to rely on it. Social proof: reviews, recommendations, influencer mentions Have you ever bought something just because someone else raved about it? That’s social proof in action. Customer reviews, peer recommendations, and influencer mentions all signal to new users that your brand can be trusted. If a project management platform has dozens of glowing reviews and endorsements from well-known industry experts, a new user will think: “If they use it, maybe it’s right for me too.” Social proof enhances perception in ways no ad ever could — it’s the power of human experience and trust. Owned and earned media: PR, social channels, analytical coverage Media exposure affects brand perception in two main ways: Owned media — channels you control: your website, blog, newsletters, and social media. Earned media — what others say about you: media publications, analytical reports, backlinks, and social mentions. Both are crucial. Owned media lets you shape your narrative and demonstrate expertise consistently. Earned media acts as external validation — when others talk about you, it reinforces credibility. When these two work together, they amplify each other: owned channels build the story, and external voices confirm it’s worth hearing. This synergy directly impacts SEO — digital PR turns brand perception into measurable authority and traffic. Cultural relevance: ESG, diversity, corporate values Brand perception isn’t shaped only by your product or marketing — it’s also about how your brand fits into the world. Do your values align with your audience’s? Do you take a stand on sustainability, inclusivity, or social responsibility? The numbers speak for themselves. According to a global PwC survey, 83% of consumers believe companies should actively implement best ESG practices, and 86% of employees want to work for or support brands that share their values. That means your approach to sustainability, equality, or social initiatives shouldn’t be “background noise” — it’s one of the key drivers of how you’re perceived and how people engage with you. Imagine a brand focused on teamwork that not only supports remote work and inclusion but also integrates sustainable practices into its own operations. Such efforts shape positive perception just as much as interface design or advertising. They show that the company cares. And when people see their own beliefs and values reflected in a brand, that emotional connection becomes a powerful engine of loyalty. How to measure brand perception Measuring brand perception may seem complicated — with so many data points and touchpoints. But in reality, it’s not that overwhelming. The key is to break the process down into concrete metrics: quantitative methods, qualitative insights, and tools that make it clear how consumers see your brand. Once that picture becomes visible, you can act confidently. Quantitative methods Brand lift studiesThese studies measure changes in brand awareness, perception, and purchase intent before and after a marketing campaign.They help determine whether your campaigns actually shift audience sentiment — not just generate impressions. For example, if you launch a new onboarding video for your project management tool, a brand lift study can show whether users feel more confident using your platform after watching it and whether their perception of your reliability has improved. That’s actionable data. Share of voice vs. share of searchTracking your share of voice and comparing it to your share of search reveals how visible you are relative to competitors.Are people talking about you more — or mostly about others?And in search — are they typing your brand name, or looking for alternatives? This analysis uncovers the gap between awareness and preference, helping prioritize marketing or PR efforts to gain a competitive edge. Sentiment analysis via social listening toolsTools like Brandwatch or Semrush Media Monitoring track brand mentions and analyze the emotions behind them.Are conversations about your brand mostly positive, or do recurring complaints emerge? For a project management tool, this might show that users love the intuitive interface but struggle with integrations. These insights guide product updates and communication adjustments. NPS and CSAT metricsNet Promoter Score (NPS) and Customer Satisfaction (CSAT) quantify customer loyalty and satisfaction over time.Do users recommend your tool to colleagues?Are they satisfied after contacting support? Monitoring these scores regularly helps spot trends — to see whether brand perception is improving, stagnating, or declining. Qualitative methods Customer interviews and focus groupsTalking directly to users gives depth that numbers alone can’t.Ask them why they chose your tool, what they like, and what frustrates them. These conversations reveal nuances of perception — reliability, response speed, even the “personality” of your brand. To start, you can use simple brand perception surveys. Social media conversation analysisTracking discussions on LinkedIn, Instagram, Reddit, and other platforms shows how your brand is talked about in the real world.Are people sharing tips, complaints, or recommendations?What recurring questions or misconceptions appear? For instance, a project management brand might see repeated comments like “great for team collaboration,” reinforcing a positive image, or “hard to get started,” signaling a need for improvement. Review and forum analysisGathering insights from online reviews and community forums reveals unfiltered feedback.Unlike structured surveys, these are organic opinions shared voluntarily. They highlight both strengths (e.g., a feature users say “saves hours”) and weaknesses (e.g., limited integrations). Such data helps refine messaging, develop the product, and prioritize customer support initiatives. Tools that unlock new opportunities The Semrush AI SEO Toolkit is designed to track how AI platforms describe and rank your brand in generated responses.It helps you understand how your brand is represented in the AI space — in summaries, chat responses, or generative results. This allows you to see brand perception from a completely different angle. Overview of your visibility in the AI space This feature shows how often your brand is mentioned or appears in AI-generated responses.For example, if a user asks AI, “What is the best tool for managing remote teams?” — your brand should appear confidently and accurately. An AI visibility overview helps identify where you have strong positions and where you are underrepresented. This enables proactive action before information gaps turn into perception problems. Analysis of participation share in AI conversations and finding new opportunities This feature shows the topics where your brand dominates and those where competitors have greater presence.For example, AI might frequently mention your product in the context of “task tracking,” but less often in “team collaboration.” Understanding these gaps helps prioritize content, messaging, or product improvements to increase visibility and enhance brand perception in key areas. Comparison with competitors in LLM environments This tool allows you to compare how your brand is represented on AI platforms versus competitors.Are you recommended just as often?Are the descriptions as positive and informative? Benchmarking helps identify where your perception lags behind competitors and uncovers opportunities to strengthen your position in AI-generated recommendations. Using insights for marketing and product strategy The final feature turns perception insights into actionable steps.If AI analysis shows your tool is frequently highlighted for speed but rarely for collaboration, it signals the need to adjust marketing campaigns, create additional content, or even update the product. In other words, this approach transforms AI-driven brand perception data into concrete management decisions that strengthen overall brand positioning. How to improve brand perception: strategies and tactics Improving brand perception isn’t about one flashy creative or a viral post. It’s about consistent small actions across every brand touchpoint. Think of it as orchestrating an ensemble: each instrument must play in harmony to create a vivid and positive impression. Consistency across all brand touchpoints Consistency is everything. If your website looks “modern and intuitive,” but ads are awkward and social media posts are inconsistent, perception falls apart. People notice — even subconsciously. For a project management tool, this means the interface, blog posts, email campaigns, social visuals, and even offline presentations should all tell the same story: reliability, teamwork, and efficiency. When your messaging and design are aligned across platforms, users feel confident — they know what to expect and trust your experience. Transparency and authenticity in communication People can spot artificial marketing from a mile away. Transparency and authenticity help you stand out — especially today, when much content is AI-generated. Even in an automated world, people value a human approach. Don’t be afraid to admit mistakes, openly share updates, and speak in simple, sincere language. Research shows that 86% of Americans consider business transparency more important than ever, and brands known for honesty are far more likely to get a “second chance” after mistakes. Example:Imagine your tool has a new feature that isn’t perfect yet. Instead of hiding flaws, you honestly explain the situation and outline planned improvements. This doesn’t harm your reputation — it builds trust. Users value honesty because it shows care and openness. Leveraging customer stories and user-generated content (UGC) Nothing builds trust faster than authentic user stories. User-Generated Content (UGC) and client case studies are living proof that your product works, making the brand more approachable and human. For example, a small marketing agency might post a video explaining how your tool helped them complete a campaign on time. Such content feels genuine and persuasive — far more than any ad. Moreover, 84% of video marketers report that videos help retain visitors on the site longer — meaning UGC not only builds trust but also boosts engagement metrics. How to effectively use UGC: Showcase real customer stories in blogs, social media, or case studies. The more specific, the more persuasive. Encourage video or photo content: visual stories evoke stronger emotions. Create hashtag or challenge campaigns to engage users with your brand. Feature diverse voices — clients from different sectors, teams, or regions. Include UGC in ads, email campaigns, and social posts — it adds authenticity and strengthens trust. These stories help establish a human connection and show that real people rely on your product. Investing in improving customer experience (CX) Customer experience is the foundation of brand perception. Every touchpoint — from onboarding to support — shapes impressions that last. Onboarding sets the tone: step-by-step guidance, interactive tutorials, and quick access to support help customers quickly understand the product’s value. Support builds trust: timely and attentive responses turn even a problem into a chance to demonstrate reliability. Loyalty programs strengthen relationships: Reward users for achievements, referrals, or active use. Offer early access to new features. Recognize community members so they feel valued. Even a 5% increase in customer retention can raise profits by 25%. Every interaction is an opportunity to reinforce reliability, care, and attention to detail. Thought leadership and PR activity Another way to improve perception is to become an authority in your niche. Publish analytical materials, guides, research, and commentary on industry trends. When supported by PR campaigns, these materials enhance your brand’s expertise. Seeing and shaping brand perception Brand perception can be measured and intentionally influenced. It reflects how people experience your business at every touchpoint. Every piece of content, every customer interaction, every engagement adds to the story of who you are. With the right insights and strategy, you can consciously shape positive perception, strengthening trust, visibility, and brand influence — supporting long-term growth. The next logical step is to look at how this shows up in search. The words people type into Google often reveal more than expected — about their needs, expectations, and even perception of your brand. This is covered in the guide on search queries — it helps understand how to use search data for SEO strategy. Summary Brand perception is not accidental; it’s the result of a well-thought-out system of communications, actions, and experiences you create for your audience.To manage it, you need to see your brand through the user’s eyes, understand how it appears in search, social media, service, or content, and work to ensure every touchpoint reinforces trust. Brands that systematically measure perception, maintain message consistency, and aren’t afraid to be human gain not just recognition but lasting loyalty — and it’s this loyalty that turns customers into brand advocates. How we can help If you want to understand how your brand is perceived now and identify growth opportunities, we conduct a Brand Perception Audit. It includes: Analysis of search queries and brand mention sentiment; Evaluation of visual and communication consistency across channels; Audit of reviews, social media, and customer experience; Recommendations for improving image and shaping positive perception. The result — clear analytics and a step-by-step plan to strengthen trust, loyalty, and brand recognition. Contact us today. Read this article in Ukrainian.