A Modern Marketer’s Guide to Knowing What Your Customers Want, Need, and Expect

Today, purchase decisions are largely driven by brand values—sometimes more than the product itself. So, understanding consumer perceptions about your brand is key to modern marketing success.

A new white paper authored by our behavioral science lead and Director of Strategy April Huff, PhD, outlines methods for measuring, monitoring, and analyzing your brand’s health to garner valuable insights about your brand as well as perceptions about your competitors, your industry and your positioning with both.

Recently, Huff sat down with the marketing team at MediaMonks, our S4Capital sister company, to talk about why—now more than ever—understanding how your customers perceive your brand, particularly how it stacks up against the competition, is critically important. 

“During the pandemic, we’ve seen a lot of shifts in consumer behavior, and we’ve seen that people have come to expect a lot from brands—maybe more than in the past,” says Huff. “To me, that indicates you must make sure you’re telling a coherent brand story while understanding your customer and what they expect.” Brand health tracking is one way that marketing teams can quickly get an overview of brand perception—either at a glance or over time—then apply those insights to strengthen consumer experiences. And the simplest brand health tracking strategy can accomplish a variety of goals. 

For more from April Huff on how to use brand health tracking to identify opportunities for  jumping into social conversations, reworking your messaging, or designing entirely new experiences—as well as insights from MediaMonks Founder Wesley ter Haar on what he calls the second reawakening of digital—head over to Strengthen Perception with Brand Health Tracking @MediaMonks.com.