# How to Conduct a Brand Perception Audit
In the world of Australian small business, your brand isn't what you say it is—it’s what your customers say it is. A brand perception audit helps you bridge the gap between how you want to be seen and how the public actually views your services, allowing you to make data-driven decisions that improve customer loyalty and sales.
Why This Matters for Your Business
If you think you’re the most affordable plumber in Brisbane but your customers think you’re "premium and expensive," your marketing will fail to convert. Understanding these discrepancies allows you to adjust your messaging, fix service gaps, and outshine your competitors who are likely operating in the dark.---
Prerequisites
Before you start, ensure you have the following:- Access to your Google Business Profile and social media analytics.
- A list of your top 3-5 local competitors.
- A free or paid survey tool (like Google Forms or Typeform).
- Approximately 4-6 hours over a week to gather and analyse data.
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Step 1: Define Your Internal Brand Identity
Before you can see how others perceive you, you must document how you want to be perceived. Write down five adjectives that describe your brand (e.g., reliable, innovative, family-owned, premium, fast). Screenshot Description: Create a simple two-column table in Google Docs. Label the left column "Desired Perception" and the right column "Actual Perception" (you will fill this in later).Step 2: Audit Your Google Business Profile Reviews
Google is the first port of call for most Australians. Go to your Google Business Profile and read every review from the last 12 months.Don't just look at the star rating. Look for recurring keywords. Are people mentioning your "punctuality," your "staff friendliness," or perhaps "long wait times"? Record these themes.
Step 3: Conduct Social Listening
Search for your business name on Facebook, Instagram, and LinkedIn. Don't just look at your own posts; look for mentions in local community groups (e.g., "Brisbane Small Business" groups or local suburb groups). Pro Tip: Use the search bar in Facebook Groups to see if anyone has asked for recommendations and if your name came up—and more importantly, why people recommended (or didn't recommend) you.Step 4: Create a Customer Perception Survey
Direct feedback is gold. Create a short survey (5-10 questions) using Google Forms. Ask questions like:- "What is the first word that comes to mind when you think of [Business Name]?"
- "On a scale of 1-10, how much do you trust our expertise?"
- "Why did you choose us over a competitor?"
Step 5: Incentivise Responses from Your Database
Send the survey to your email list. Since Australians are busy, offer a small incentive like a $10 coffee voucher or a discount on their next service to ensure a high response rate. Ensure you comply with the Australian Privacy Principles (APPs) when handling this data.Step 6: Analyse Your Competitors’ Positioning
Look at your top three competitors. Visit their websites and read their Google reviews. What are they known for? If your competitor is seen as the "cheap" option and you want to be the "quality" option, check if your visual branding reflects that higher price point.Step 7: Review Your Visual Touchpoints
Look at your logo, website, and physical signage with fresh eyes. Does your branding look dated? In the Brisbane and Gold Coast markets, modern and clean aesthetics often signal professionalism. If your website looks like it belongs in 2010, customers will perceive your business as behind the times, regardless of your actual skill.Step 8: Interview Your Front-line Staff
Your staff hear things you don't. Ask your receptionists, sales team, or technicians what common misconceptions customers have when they first call. Do they think you provide services you don't? Do they seem surprised by your pricing?Step 9: Categorise the Feedback (The Sentiment Analysis)
Group all the data you’ve collected into three buckets: Positive, Neutral, and Negative. Screenshot Description: A spreadsheet where Column A is the feedback snippet, Column B is the source (e.g., Google Review), and Column C is the sentiment (Colour-coded: Green for Positive, Yellow for Neutral, Red for Negative).Step 10: Identify the "Perception Gap"
Compare your list from Step 1 with the data from Step 9. Where are the mismatches?- Example: You want to be seen as "Fast," but reviews mention "Delays."
- Example: You want to be "High-end," but your website looks "Budget."
Step 11: Develop an Action Plan
For every gap identified, create one marketing or operational task to fix it. If people think you're unresponsive, your task might be to implement a 24-hour lead response guarantee. If people don't know you're a local Brisbane family business, add an "About Our Family" section to your homepage.Step 12: Monitor and Repeat
Brand perception isn't a one-time task. Set a calendar reminder to perform a mini-audit every six months to see if your changes are shifting public opinion.---
Common Mistakes to Avoid
- Ignoring Negative Feedback: It’s easy to dismiss a bad review as a "difficult customer," but if three people say the same thing, it’s a perception reality you need to address.
- Asking Leading Questions: In your survey, don't ask "Don't you think our service is great?" Instead, ask "How would you describe our service?"
Troubleshooting
- Low Survey Response Rates: Try changing the subject line of your email to something more personal, like "Quick question about your experience with us?"
- Not Enough Data: If you are a new business with few reviews, focus more on the competitor analysis (Step 6) and staff interviews (Step 8).
- Conflicting Feedback: If half your customers love your price and half think it's too high, you likely have a targeting issue. You are reaching two different demographics, and your branding needs to pick a side.
Next Steps
Now that you understand how your brand is perceived, it's time to align your digital presence. Start by optimising your Google Business Profile to reflect your true brand values. If you've discovered that your brand needs a complete visual overhaul to match your premium service, the team at Local Marketing Group can help you navigate a rebrand that resonates with the Brisbane market.Need help interpreting your audit results? Contact us today for a professional brand strategy consultation.