momentary views and might overlook minute emotional or cultural elements . The most recent consumer experience generally shapes NPS ; hence , it may not entirely represent long-term brand impressions . Though perceptive , social listening systems usually centre on online interactions , excluding offline emotions that could differ .
Practical Ways Brands Measure Perception
Incorporating these metrics , here are practical ways brands can attempt to measure and improve their perception :
Consistent Feedback Loops
There ’ s hardly a company in this age that does not often interact with their customers by using systems that give them feedback all the time . Safaricom , MTN , you name it , uses customer polls after every interaction with the company , like when a customer buys airtime or talks to customer service . These records help them see how ideas change over time .
Brand Health Trackers
Brands like Dangote Cement use brand health tracking tools to find out how people feel about them in comparison to their main rivals . These tools collect information about things like recognition of a brand , emotional connection to it , and how good it is thought to be .
Working with the community and holding focus groups
Brands can get detailed information about how their brand is seen by working with the community and holding focus groups . These focus groups help us understand cultural and emotional links that larger polls might miss .
Audits for cultural sensitivity
Brands like GB Foods , which has many cultural touch points in Nigeria , need to make sure their efforts reach the right people by doing audits . The company ' s # MamaGINO campaign went after specific ethnic groups by telling stories that were tailored to the values and traditions of those groups . This helped build the brand ' s reputation in those areas .
Building Timeless Brand Perception
In creating a timeless brand perception , it ’ s important to understand the psychological drivers of perception .
A brand represents the promises an organization makes to its customers - this includes the customer experience , brand values , cultural touch points , and cognitive biases that shape how consumers perceive a brand . Let ’ s break down some of these drivers :
The visual connection : how people think of a brand is important . Have you ever decided to buy something based on how the package looked ? It has to do with how visual cues affect how we understand things .
Brand Experience : Brand experience is one of the best ways to change how people think about a product or service . This includes language , style , and how you talk to people . Ever had a bad brand experience ? What made it terrible ? On the flip side , if you ’ ve had a great experience , what made it so memorable ?
Values and Promises : Are your employees aware of your organization ’ s values and promises ? Are these being communicated consistently to avoid misalignment and gaps in perception ?
Cultural Touch points : Nigeria is home to over 200 ethnic groups , and while no brand can touch on all , it should address the most prominent ones . GB Foods ' Gino Max Beef Flavour # MamaGINO campaign did this well by using Hilda Baci , a Guinness World Record holder , in ads that connected with key ethnic groups .
Corporate branding ultimately is about crafting a perception that lives in the hearts and minds of consumers long after the first impression .
The true power lies in the emotional connection , cultural relevance , and consistent delivery of a brand ’ s promise . Brands that master this intangibility don ’ t just sell products - they shape experiences , influence decisions , and create lasting legacies .
So , ask yourself : Is your brand merely seen , or is it felt ? The difference will define your impact in a crowded marketplace .
Sources : The Importance of Storytelling in African Brand Building " ( Harvard Business Review Africa , 2020 ); Kantar BrandZ Top 30 Most Valuable African Brands ( Kantar , 2021 ).
Kehinde Ruth Onasoga is the Principal Consultant , Pandora Agency Limited . You can commune with her on this or related matters via email at : Kro @ pandoraagency . co .