The Role of customer perception in marketing positioning and competitor analysis

The role of customer perception in marketing Positioning and competitor analysis

Do you really want to uncover the secret of brands that captivate and retain their customers as if by magic? It's not just about the product or advertising. It's a story of customer perception. And if you add a good competitor analysis, you have every chance to transform your business. Ready to dive in?

What exactly is customer perception?

Customer perception is the mental image your customers have of your brand. It's not necessarily what you want to project, but what they feel, what they tell their friends, and even what they share on social media.

➡️ Imagine your brand is a person:

• What would be said about it in a conversation among friends?
• Would it be perceived as authentic, innovative, or perhaps too cold and distant?

It's this mix of emotions and ideas that determines whether your audience trusts you, prefers you, or... ignores you.

Why is it so important?

Because customer perception directly influences their purchasing decision. A customer who sees your brand as reliable and aligned with their values will be much more inclined to buy from you rather than a competitor. To delve deeper into how company values can strengthen your positioning, discover our article here.

Why is customer perception essential for your positioning strategy?

Marketing positioning is the place your brand occupies in the mind of your audience. Basically, it's what people say about you when you're not in the room.

💡 A good positioning is clear and memorable. It must answer a simple question: Why choose your brand over another? But beware, if what you want to project does not match what your customers perceive, you miss your target.

👉 An aligned perception with your positioning allows:

• To gain the trust of your audience.
• To amplify your notoriety.
• To transform prospects into loyal customers.

An example?

Imagine a brand of eco-friendly clothing. If customers perceive this brand as polluting or not transparent, even the best product won't be enough to save the situation. Aligning perception and positioning is the foundation. If you're not familiar with the term positioning, read our article here.

How do your competitors influence the perception of your brand?

Whether you like it or not, your competitors play a key role in how your customers perceive you. Why? Because consumers compare. It's human nature.

Here are the questions they ask themselves (even unconsciously):

1. Is your offer better than others?
2. Do you meet a need that your competitors ignore?
3. Are you more aligned with their values or expectations?

Let's take a concrete example:

Tesla. They observed that traditional brands emphasized the power of their cars. Tesla chose another angle: the future, ecology, and innovation. The result? They redefined consumer expectations for electric cars.

How to measure customer perception and study your competitors?

Fortunately, there are simple and effective tools to help you:

1. Surveys and customer feedback: Ask questions directly to your customers. For example: What do you think of our brand? or How would you describe us to a friend?
2. Social listening: Analyze what is being said about you on social media. Look for keywords related to your brand and discover what people are sharing.
3. Competitive benchmarking: Study your competitors. What do they do well? Where do they fail? This gives you an opportunity to position yourself differently.
4. Online reviews: Platforms like Google, Trustpilot, or Yelp are gold mines for understanding the perception of your brand and your competitors.
5. Data analysis tools: Google Trends or SEMrush can give you a global view of search trends around your brand or sector.

To delve deeper into these concepts, feel free to read our article on positioning and competitive analysis here.

Case Study: Dove and the Art of Changing Perception

Before, Dove sold... soap. Nothing very exciting. But they decided to transform their perception by celebrating authenticity and inclusivity. The result? Dove is no longer perceived as just a hygiene product brand, but as a brand that defends values and creates a positive impact.

Lesson? A customer perception aligned with strong values can change the game.

And now, what to do?

1. Analyze the perception of your brand. Ask yourself: Do my clients see me as I want them to see me?
2. Study your competitors. Find their flaw and use it to differentiate yourself.
3. Align your messages. If your clients value quality, show it in everything you do, from advertising to packaging.

👉 Last tip: If you don't shape the perception of your brand yourself, someone else will do it for you. So, it's better to take the lead.

Don't have time to read this article? We've made a short summary video for you.

Watch the summary video here.