Brand perception: How to measure and shape it

 Brand perception drives trust and loyalty. Learn how customers view your brand, why it matters, and strategies to improve reputation and awareness.

What do people really think when they see your brand? Do they trust you, roll their eyes, or feel like you’re the obvious choice? That gut-level reaction, shaped by every touchpoint from your website to your support emails, is what we mean by brand perception.

And it’s powerful. Edelman found that about four in five consumers need to trust a brand before they’ll even think about buying. So the way your target audience perceives you isn’t a “nice to have,” it’s the difference between someone choosing you or scrolling straight past.
Buying

You’ll see it play out everywhere online. The words people type into Google tell you a lot—are they looking for you directly, or are they browsing options? That’s where thinking about things like search terms really matters. And if you’re the brand that shows up high in the results when it counts, well, that’s where ranking on Google starts to pay off. Even small shifts in perception can change how often your link gets clicked in the SERPs, or whether you’re seen as having real topical authority in your industry.

So, how do you actually measure and shape this perception? And once you know where you stand, how do you make sure your potential customers see you the way you want to be seen?

That’s exactly what we’re about to dig into.
What is brand perception?

Brand perception is the gut feeling people have about you. Not what you say you are, but what they believe you are—based on every touchpoint they’ve had with you. That could be a smooth checkout on your site, a quick scroll through your Instagram, or a late-night rant they read about you on Reddit. All of it adds up to form your brand value and brand image.

Ask yourself: If someone saw your logo right now, what’s the first word they’d use to describe you? That instant reaction—that’s perception at work.
Differentiation from brand awareness, brand identity, and brand reputation

Here’s where things get a little confusing, so let’s offer some clarity.

    Awareness is simple, do people even know you exist?
    Identity is what you put out into the world: your design, your tone of voice, and your messaging (often anchored by a content marketing strategy).
    Reputation is what people say about you after they’ve had real experience with your product or service.

But perception is different. It’s the sum of all these things, the emotional shorthand someone creates about your brand. 

Think of it like this: 

    Awareness might be “I’ve heard of that project management tool.” 
    Identity might be the crisp design and bold copy on their website. 
    Reputation is what people say on G2 reviews. 
    But perception? It’s the quick, gut-level decision: “They seem trustworthy. I’d give them a try.”

Why perception drives trust, loyalty, and ultimately revenue

Want to know a simple truth? 

People don’t stay loyal because of awareness or identity. Customer loyalty hinges on how they feel. Brand perception is the bridge between someone knowing your name and someone choosing you over and over again.

Think about it: Have you ever picked a brand because you “just trust them more,” even if another option looked similar or cheaper? That’s real-time perception in action. It turns casual browsers into first-time buyers, and first-time buyers into repeat customers.

And it shows up in search too. A positive brand perception leads to higher click-through rates in the SERPs, more branded searches, and greater authority in your space. And authority doesn’t appear overnight either—if you’ve ever asked yourself how long SEO takes to work, you’ll know it comes from consistent signals of credibility and trust.

Want to learn from a project management example? Asana and Trello didn’t win loyalty through logos or ads alone. Their perception as reliable, user-friendly, and team-oriented was built steadily through positive user experiences and word of mouth. That perception now drives their stickiness in the market—keeping customers close and competitors on their toes.
Building Loyalty
Why brand perception matters

Before we get into the details, let’s zoom out for a second. Why does brand perception actually matter? 

It’s not just about looking good or having people recognize your logo. The way people see you influences what they’re willing to pay, how easily they find you online, whether they stick around, and even how you show up in AI-driven search results. In other words, perception is the thread that ties marketing, customer experience, and reputation together.
Brand perception as a leading indicator of customer preference and pricing power

Brand perception is like a sneak peek into the future. If people think of you as reliable, innovative, or user-friendly, that perception usually shows up in their behavior before it shows up in your revenue. In other words, it’s a leading indicator—when people feel good about your brand, preference and pricing power soon follow.

Take our project management example. If users see Asana as the more polished and enterprise-ready option, they’ll often be willing to pay more for it, even if Trello offers a cheaper or even free plan. That’s not because Asana has objectively more features; it’s because the perception of value allows them to charge more without losing customers.
Impact on SEO and digital marketing

Now, here’s where things get interesting. Brand perception doesn’t only influence what customers are willing to pay—it shapes how new customers find you in the first place. Strong perception drives more branded searches, more clicks on your links in the SERPs, and even better visibility across SERP features.

Think about it: If people are already searching for your name, you’ve skipped the hard part of competing for generic keywords. And when your brand is seen as credible, they’ll click on your result over a competitor’s, even if you’re sitting just below them in the rankings. That kind of trust feeds into topical authority too—Google tends to reward brands that are consistently recognized as experts in their space.

So if Asana shows up in a “best project management tools” roundup, its established perception as professional and trustworthy nudges more clicks its way, which in turn signals to Google that it deserves the spotlight.

What does ChatGPT say about your brand right now?

Check your visibility, share of voice, and sentiment in ChatGPT answers, then see what to fix first.

Compare share of voice and sentiment in seconds.
Links to customer experience (CX), retention, and referrals

But perception of your brand isn’t built in the SERPs alone, it’s also built in the experience. A smooth onboarding, friendly support team, and thoughtful design all contribute to how people perceive you. 

And here’s the kicker: A good perception multiplies itself. Happy customers stay longer, spend more, and tell their colleagues or friends.

That’s why CX is such a powerful growth lever. If your tool is intuitive and your support team feels like a lifeline, people won’t just stay; they’ll happily spread the word. And those referrals act as a form of earned credibility, boosting both your brand strength and your search visibility.
Reputation management in the age of AI Overviews and zero-click SERPs

Here’s the twist. With Google rolling out AI Overviews and more zero-click features, your reputation now has to stand firm in a new kind of spotlight. 

Is it about what people see on your website? 

Yes, but it’s also about how your brand is described by AI-driven summaries right at the top of the search results.
Google Serp Asana Ai Overview Scaled

If your perception is strong, those summaries are more likely to reflect you positively. But if your reputation is shaky? You risk being reduced to a throwaway line—or worse, omitted entirely. This is where resilience matters. Building perception through credibility, authority, and trustworthiness (all aligned with Google E-E-A-T for SEO) helps you stay visible even as search evolves.

For our project management example, imagine a user asking Google’s AI Overview, “What’s the best tool for managing remote teams?” If Asana’s brand perception is strong, it’s more likely to be included in that AI response. If a smaller competitor has poor perception, even a feature-rich product might not get a mention. That’s the reality of the future of SEO—brand perception is no longer just human-driven; it’s machine-interpreted too.
Key factors shaping brand perception

What really shapes the way people see your brand? 

Is it the experience they have with your product or service? The messages you put out into the world? The reviews they stumble upon, or the stories others tell about you? 

Or could it even be the cultural signals—like your values, diversity efforts, or sustainability commitments—that make them feel closer to (or further from) you?

Every one of these touchpoints adds up. Some are in your control, like customer experience or your own marketing. Others, like social proof or media coverage, live in the hands of your community and the wider public. Together, they create the lens through which your brand is judged. Let’s unpack these factors so you can see exactly where perception is built and where you can shape it most through your brand strategy and other marketing efforts.
Customer experience: Product quality, service interactions, UX design

Let’s begin with your customers. Their experience with your product or service shapes brand perception more quickly than any campaign can. Ask yourself: When someone uses your tool, do they walk away thinking, “That was straightforward and helpful,” or “That was frustrating”? That impression lasts.

Think about a project management tool again. If the onboarding process is smooth, the interface intuitive, and support quick and helpful, users leave with a positive perception. One seamless experience can outweigh a hundred flashy emails or social posts. Product quality and UX aren’t just “nice to have,” they’re the foundation of perception.
Marketing and communications: Messaging consistency, thought leadership

Marketing and communications define your brand’s “voice.” This includes the messages you put into the world—your campaigns, website copy, social updates, newsletters, and even the tone of customer emails. Consistency is critical: Mixed signals erode trust, while clear, steady messaging reinforces credibility.

Beyond consistency, communication is also about providing value. Are you educating and guiding your audience, or only pushing promotions? A software brand that regularly publishes practical guides, thoughtful blog posts, and productivity insights positions itself as a trusted expert. This is where a content marketing strategy matters, it ensures every piece of communication works together to strengthen perception. Over time, people don’t just know your brand, they rely on it.
Social proof: Reviews, testimonials, influencer mentions

Ever bought a product because someone else raved about it? That’s social proof in action. Reviews, testimonials, and influencer mentions all signal to new users that your brand is worth trusting.

If a project management platform has dozens of glowing reviews and mentions from respected industry influencers, a new user is more likely to think, “If they love it, maybe I will too.” Social proof amplifies perception in a way that marketing alone can’t—it’s peer validation.
Owned vs. earned media: PR coverage, social conversations, analyst reports

Media exposure influences how your brand is perceived in two main ways:

    Owned media is what you control—your website, newsletters, blog, and social channels.
    Earned media is exposure you don’t directly control, such as PR features, analyst reports, backlinks, or social mentions.

Both are vital. Owned media allows you to shape your story and present your expertise consistently. Earned media, on the other hand, acts as an external stamp of credibility—if others are talking about you, it signals authority. When both work together, they reinforce each other: your owned channels set the narrative, and earned mentions prove it’s worth listening to. This balance also connects directly to search visibility, where digital PR for SEO turns perception into measurable authority and traffic.
Cultural relevance: ESG efforts, diversity, corporate values alignment

Perception isn’t only about product or marketing—it’s about how your brand fits into the wider world. Do your culture, values, or social impact resonate with people? Are you taking ESG seriously, embracing diversity, and reflecting the values your audience cares about?

The numbers back this up. A PwC global survey found that 83% of consumers believe companies should be actively shaping ESG best practices, while 86% of employees prefer to support or work for companies that prioritize the same issues they do. That means your stance on sustainability, equity, or social causes shouldn’t be background noise; it should be central to how people view and engage with you.
Cultural Relevance

Imagine a team-focused project management tool that not only champions remote work and inclusivity but also builds sustainability into its operations. Those efforts shape perception just as much as the interface or marketing; they signal that your brand cares. 

And when people see their own values reflected in a company, the emotional connection becomes a powerful driver of loyalty.
How to measure brand perception

Measuring brand perception can feel overwhelming—there’s so much data, so many touchpoints—but it doesn’t have to be complicated. 

The key is breaking it into bite-sized metrics: quantitative methods, qualitative insights, and tools that give you a clear view of how your brand is seen. Once you have that picture, you can act confidently.
Quantitative methods

    Brand lift studies
    Brand lift studies measure changes in awareness, perception, and intent before and after a marketing campaign. Think of them as a way to check if your campaigns are actually shifting minds, not just impressions. For example, if you launch a new onboarding video for your project management tool, a brand lift study can tell you whether people feel more confident using your platform afterward or if the campaign improved their perception of your reliability. It’s data you can act on.
    Share of voice vs. share of search tracking
    Tracking share of voice and comparing it to share of search lets you see how your visibility stacks up against competitors. Are people talking about you more, or is the conversation dominated by someone else? And in search, are they typing your brand name directly or looking at alternatives? This helps you pinpoint gaps in awareness versus preference and prioritize where to focus marketing or PR efforts to gain a competitive advantage. 
    Sentiment analysis via social listening tools
    Tools like Brandwatch and Semrush Media Monitoring count mentions and tell you how people feel about your brand. Are social conversations mostly positive, or are there recurring complaints? For a project management tool, this could reveal that users love your intuitive interface but struggle with integration features. That insight can guide product updates or messaging.
    NPS and CSAT scores
    Net Promoter Score (NPS) and Customer Satisfaction (CSAT) surveys offer numeric snapshots of loyalty and satisfaction over time. Are users recommending your tool to colleagues? Are they satisfied after a support interaction? Tracking these scores regularly helps you catch trends early—so you know whether perception is improving, stagnating, or slipping.

Qualitative methods

    Customer interviews and focus groups
    Speaking directly to users gives depth that numbers alone can’t provide. Ask them why they chose your tool, what they love, and what frustrates them. These conversations reveal perception nuances that surveys might miss, like subtle feelings about reliability, support responsiveness, or even brand personality. You might even start with some simple brand perception surveys.
    Social media conversation analysis
    Monitoring discussions on platforms like LinkedIn, Instagram, or Reddit shows how your brand is discussed in real-world conversations. Are people sharing tips, complaints, or endorsements? Are there recurring questions or misconceptions? For example, a project management brand might see repeated comments about “easy team collaboration,” which reinforces positive perception—or about “steep learning curve,” which highlights an improvement area.

Laptop

    Review and forum scraping
    Collecting insights from reviews and forums lets you see unfiltered feedback. Unlike structured surveys, these are organic opinions people share voluntarily. They can reveal pain points or strengths that you might not have noticed, like a feature that users consider a time-saver or a recurring integration issue. These insights help shape messaging, product development, and support priorities.

Tools breaking new ground

The Semrush AI SEO toolkit is designed to track how AI platforms describe and rank your brand in generated responses. It assists in understanding how your brand appears in AI-driven spaces—like summaries, chat responses, or generative outputs—so you can see perception from another lens entirely.

Let’s unpack some of the key features that measure brand performance:

    Review your AI brand visibility
    This shows how often your brand is mentioned or surfaced in AI-generated outputs. For example, if someone asks an AI, “What’s the best project management tool for remote teams?” You want your brand to appear confidently and accurately. Reviewing AI brand visibility helps you spot where your brand is strong and where it’s underrepresented, so you can take action before gaps become perception issues.
    Understand share in AI conversations and top opportunities
    This feature highlights the topics where your brand dominates versus where competitors have more presence. Using our project management tool example, AI may frequently mention your product in “task tracking” summaries but rarely in “team collaboration” contexts. Understanding these gaps lets you prioritize content, messaging, or product improvements to increase visibility and perception in key areas.
    Benchmark against competitors in LLMS
    Here, you can compare how your brand appears in AI platforms versus competitors. Are you being recommended as often? Are the descriptions as positive or informative? Benchmarking helps you see where your brand perception may be lagging behind rivals and identify opportunities to stand out in AI-driven recommendations.
    Feed insights into product and marketing strategies 
    Finally, this feature connects perception insights to action. If AI feedback shows your tool is consistently highlighted for speed but rarely for collaboration, you can adjust marketing campaigns, create supporting content, or even tweak product features. In short, it turns AI perception data into concrete decisions that improve overall brand positioning.

Semrush Ai Brand Performance Ai Insights Scaled
Improving brand perception: Strategies and tactics

Improving perception isn’t about one flashy campaign or a viral post. Focus on small, consistent actions across everything people touch, see, or hear about your brand. Think of it as tuning an orchestra—every piece needs to play in harmony to create a memorable, positive impression.
Consistency across all brand touchpoints

Consistency is everything. If your website screams “modern and intuitive” but your ads feel clunky or your social posts are all over the place, perception fractures. People notice, even subconsciously.

For a project management tool, that means the interface, blog posts, email campaigns, social graphics, and even offline presentations should tell the same story: reliable, team-friendly, and efficient. When your messaging and design line up everywhere, people feel confident—they know what to expect and trust that experience will match their expectations.
Transparency and authenticity in communications

People can spot a generic marketing pitch from a mile away. Transparency and authenticity are your way to cut through the noise—especially now, with AI dominating so much of content creation and communication. Even though automation streamlines interactions, people still value the human touch. Admit mistakes, share updates openly, and speak in a human tone. 

Consumers notice: 86% of Americans say transparency from businesses is more important than ever, and brands that build a track record of honesty are far more likely to earn second chances after missteps. 
Stat Card

Imagine your tool has a new feature that isn’t perfect yet. Instead of sweeping issues under the rug, being upfront about limitations while highlighting upcoming fixes can actually boost perception. Users appreciate honesty; it signals that your brand is trustworthy and genuinely cares about their experience.
Leveraging customer stories and UGC

Nothing builds credibility faster than your users sharing their own experiences. Customer stories and user-generated content (UGC) give real, relatable proof that your brand works—and they make your brand feel human.

For example, imagine a small marketing agency posts a short video showing how your collaboration tool helped them streamline a campaign and hit a tight deadline. That feels more authentic—and far more persuasive—than any polished ad you could produce. Plus, there’s a practical upside: 84% of video marketers report that video helps keep visitors on their website longer, meaning UGC videos don’t just build trust—they boost dwell time too.
Social Media Post

Here’s how to make the most of customer stories and UGC:

    Feature real stories: Highlight genuine customer experiences in blog posts, social channels, or case studies. The more specific the story, the more believable it feels.
    Encourage video or photo content: Visuals make stories more engaging and shareable. A short clip or screenshot showing your product in action resonates far more than text alone.
    Create campaigns around UGC: Invite users to share their experiences with a branded hashtag or challenge, making them part of your story.
    Showcase a variety of voices: Different customer perspectives—across industries, team sizes, or regions—make your brand relatable to a wider audience.
    Integrate UGC into your marketing mix: Use authentic user content in emails, social posts, and even ads. It amplifies trust while keeping your messaging consistent.

These stories connect with your audience on a human level, showing that real people rely on and value your product.
Investing in CX improvements 

Customer experience forms the foundation of brand perception. Every touchpoint—onboarding, support, or loyalty initiatives—creates lasting impressions.

Onboarding sets the tone from the start. A guided setup with clear tutorials, interactive walkthroughs, and accessible support helps users quickly understand your product’s value. Teams feel confident using your tool, and that confidence becomes part of how they view your brand.

Support plays a key role in shaping perception. Quick and helpful responses turn small issues into opportunities to show reliability. Users notice when their concerns are heard and addressed thoughtfully.

Loyalty programs reinforce engagement and appreciation:

    Reward users for milestones, referrals, or continued use.
    Offer early access to new features or exclusive content.
    Recognize users within your community to make them feel valued.
    Loyalty programs deliver measurable results: A 5% increase in customer retention can drive a 25% increase in profit.

Step Chart

Every interaction—from onboarding to support and loyalty initiatives—strengthens the perception of reliability, thoughtfulness, and care. These experiences shape how users feel about your brand and how they share that impression with others.
Thought leadership content and PR amplification

Finally, position your brand as an authority. Thought leadership content—like insightful guides, industry commentary, or case studies—signals expertise. When amplified through PR, it reaches wider audiences and reinforces credibility.

For a project management tool, publishing a guide on “Effective Remote Team Workflows” not only helps users but positions your brand as a go-to resource. Combined with PR coverage, these efforts tie directly into topical authority, showing both users and search engines that your brand is knowledgeable and trustworthy.
Seeing and shaping brand perception

Brand perception is measurable and shapeable—it reflects how people experience your business at every touchpoint. Each interaction, each piece of content, each customer moment adds to the story of who you are and what you stand for. With the right insights and strategies, perception can be guided intentionally, building trust, visibility, and influence in a way that supports long-term growth.

The natural next step is to see how this plays out in search. The words people type into Google often reveal more than you’d expect about what they need, how they think, and even how they perceive your brand. If you want to explore that deeper, the guide on search terms unpacks the hidden story behind those everyday searches and how you can use it to shape your SEO strategy.