You're refining your brand strategy. How do you align customer feedback with your brand values?

Realigning of brand values is a slippery slope to be in, if the feedback from clients demonstrates a difference not created by perception (where realignment campaigns and marked effort at every touch point is aligned), a core change in business communication and/or audience targeting is needed. A knee-jerk is not the answer either, making sure that the feedback you are listening to still comes from the clients you ideally want to work with, otherwise you end up upsetting the apple cart rather than considering a health culling of your client-base.

The one important thing I've seen is when the brand is new and if you get a lot of feedback from the customers. Brand tends to get very much flexible with the values. Let's suppose an A brand is doing good and they have captured a large audience and now if you get feedback that you should do like them. No, that's not how things work. You are a unique brand, you have to adhere to your values and story. Even if you get bad feedback, just look into your internal purpose and values, are you conveying them right? If yes, just keep doing it and you'll find your audience who values what you are doing.

Before gathering insights, ensure that the customers you're gathering insights about are the actual customers you want. If you're refining your brand strategy, it's possible that your current customers might not be the ideal customer you want to target. Therefore, garhering insights from them might not be as useful. Just something to look out for.

The tricky part of branding feedback is that the brand’s perception may be different than what the company wants it to be. This analyzation needs to be supported by other departments or else real change and feedback won’t have the desired impact. Leaders also need healthy emotional intelligence and perception to understand what the feedback is actually saying.

It was a lengthily process am just mentioning a 7 points to be noted. 1. Without passing judgment, read the comments and take in the feelings, worries, and recommendations that are expressed. 2. Determine the main themes and trends in the feedback, taking note of the compliments, grievances and recommendations. 3. Sort feedback into categories, such as suggestions, emotional, service-related, and product-related. 4. Sort input into categories and topics according to priority 5. Examine comments from a variety of angles, taking demographics and sources 6. Use numerical data to quantify feedback, such as rating scales and sentiment 7. Make informed judgments about customer service, brand positioning, marketing tactics, and product development

By dividing the content into the level of a long-term stable brand identity and the level of more flexible and adaptable positioning parameters, it is possible to preserve the core of the brand in its purpose and still stimulate change. In terms of content and visuals, address the connection between brand identity, brand image and brand positioning 2 and relate the internal and external determinants of a brand to enable a holistic view of the brand.

With a clear understanding of how customer feedback intersects with your brand values, develop actionable steps to implement changes. This could involve revising marketing materials, training staff on new brand messaging, or redesigning service protocols. Ensure these steps are specific, measurable, and time-bound to guarantee they lead to tangible improvements in how your brand is perceived and experienced by customers. This structured approach ensures that changes are effectively executed and monitored for success.

I recommend that you introduce the OKR management strategy, in which objectives are defined together and results are tracked across all fields of action. This leads to a commitment to common alignment and engagement with regard to measurable goals. Then, co-creation takes place according to the Agile Scrum Framework: a shared Kanban board with backlog, tasks to do, tasks in progress, tasks under review and tasks done, a weekly kick-off for each weekly sprint, daily standups, sprint reviews, individual and joint Jour Fixe, monthly joint retrospective and joint quarterly meetings on the OKRs.

Your brand has come into existence because you had customers for it. Yes, you might have created your own demand, but the reason it is thriving is because of your customers. Staying connected with them will ensure their loyalty towards your brand. Make honest efforts to communicate and stay connected. Because you value your customers, you have aligned their feedback in your brand strategy. Now it is important to make them feel valued, that will be done only through effective communication. For doing that use all your communicating channels, Social Media, Newsletters, Publications or wherever your customers are present. Making your customers feel valued will go a long way!

Thank you for every piece of feedback, because feedback is a gift that unfortunately cannot be taken for granted. Be transparent and show your process and how you deal with feedback to your customers. Give them insight into a roadmap that shows in which iterations you will do WHAT and HOW as a result of the feedback.

Its essential to evaluate the impact of the thigs you had done, keep a track record of what you had done and observe that whether it can helped in your brand building in any ways in monetarily