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How can you analyze brand sentiment?

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Brand sentiment is the emotional response that consumers have towards a brand, based on their perceptions, experiences, and interactions. It can affect how loyal, satisfied, and engaged they are with a brand, as well as how likely they are to recommend it to others. Analyzing brand sentiment can help you understand your strengths and weaknesses, identify opportunities and threats, and optimize your marketing and communication strategies. In this article, you will learn how to analyze brand sentiment using different methods and tools.

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1 Define your goals and metrics

Before you start analyzing brand sentiment, you need to have a clear idea of what you want to achieve and how you will measure it. For example, do you want to increase brand awareness, improve customer satisfaction, or generate more leads? What are the key performance indicators (KPIs) that reflect your goals, such as net promoter score, social media engagement, or conversion rate? How will you segment your audience, such as by demographics, behavior, or preferences? How will you collect and analyze the data, such as by surveys, reviews, or social media platforms?

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Julia Skorobogataya

Creative Marketing for Tech Startups
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As much as I love to check the data, you should always remember that figures don't have feelings. But humans do. Some things can be measured, such as engagement rate, post savings, subscriptions. But what the real emotional response is behind those actions? Believe me, it's always a puzzle and a tough one. Try to have a few custom development interviews or you can offer a coffee call, which is much more pleasant, by the way. I know that people are pretty busy or shy, but there are a lot of ways to have a nice talk and spend time in a valuable way for both sides. When you meet the people, who are engaged with your brand, the real ones, and not just Emma or Peter from your ICP, that's the key you need.

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2 Collect and categorize the data

Once you have defined your goals and metrics, you need to collect and categorize the data that relates to your brand sentiment. You can use various sources of data, such as online reviews, ratings, comments, feedback forms, testimonials, mentions, hashtags, or keywords. You can also use different tools to help you gather and organize the data, such as Google Alerts, Mention, or Hootsuite. You need to categorize the data according to the sentiment polarity (positive, negative, or neutral) and the sentiment intensity (strong, moderate, or weak). You can also use natural language processing (NLP) or sentiment analysis tools to automate this process, such as IBM Watson, Google Cloud Natural Language, or MonkeyLearn.

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Julia Skorobogataya

Creative Marketing for Tech Startups
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We breathe on data today, the more we data have, the more implements we can do. But is that statement true? If you are an AI startup, probably, it'll really help you. And if you're a pet accessories brand or an art cafe, you might get lost. Too much data can be overwhelming, and it's crucial for you to stay true to your brand, inner vision and stick to priorities. Not to get into the trap of our retrospective way of analyzing things. Yes, we can see the past and the current state, but the future is something different. Reports can show a lot of insights, but you need a skilled and experienced cryptographer to translate that data into trends, features and benefits. Invest in having the right professional for the job and not the tools only

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3 Visualize and interpret the data

After you have collected and categorized the data, you need to visualize and interpret the data to gain insights and actionable recommendations. You can use various methods and tools to visualize the data, such as charts, graphs, dashboards, word clouds, or heat maps. You can also use different techniques and tools to interpret the data, such as descriptive statistics, correlation analysis, trend analysis, or sentiment scoring. You need to look for patterns, anomalies, outliers, or changes in the data that indicate the level, direction, and impact of brand sentiment. You also need to compare the data across different segments, channels, or periods to identify the drivers, influencers, and barriers of brand sentiment.

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4 Monitor and improve the data

Finally, you need to monitor and improve the data to track your progress and optimize your results. You need to set up a regular schedule and system to collect, categorize, visualize, and interpret the data, such as weekly, monthly, or quarterly. You also need to use the data to inform your decisions and actions, such as adjusting your marketing mix, improving your customer service, or creating more engaging content. You need to measure the outcomes and impacts of your actions, such as changes in brand sentiment, customer behavior, or business performance. You also need to test and experiment with different strategies, tactics, or tools to find out what works best for your brand and your audience.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you analyze brand sentiment?

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2

3

4

5

1 Define your goals and metrics

2 Collect and categorize the data

3 Visualize and interpret the data

4 Monitor and improve the data

5 Here’s what else to consider

Branding

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How can you analyze brand sentiment?

1

2

3

4

5

1 Define your goals and metrics

2 Collect and categorize the data

3 Visualize and interpret the data

4 Monitor and improve the data

5 Here’s what else to consider

Branding

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