Perception analyzes a consumer’s feeling(s) toward your brand and/or its assets, answering the question: How does Company X compare to Company Y? From your initial impact to your visual appeal to your content to your messaging, the decisions you make and the assets you provide add up to create your brand perception in the marketplace. 

This metric can influence a consumer’s decision and potentially make or break a prospect converting to a customer. When similar products/services are offered, it helps separate one company from another, giving the consumer a reason to choose one over the other. Relying on positive perception, a consumer may feel more comfortable choosing one brand over another, validating their choice in the process.