Your brand's identity clashes with customer feedback. How will you navigate this challenging situation?

Je suis du même avis, les remarques et les réflexions des clients et surtout de la communauté de la marque ne surviennent pas d'un vide. Sûrement, ils ont remarqué une dissonance cognitive entre l'image communiquée de l'expérience avec la marque et la vraie expérimentation de la marque. Cela peut mettre l'image que générait la marque sous rude épreuve. Les brands managers doivent prendre rapidement l'initiative pour redresser les critiques via des tables rondes avec les superfans et ressortir de ces tables avec des solutions manageriales qui mettent en oeuvre immédiatement. Si, le plan d'action n'est pas mis en exécution il faudra des années pour réparer. Cela peut même conduire à abandonner la marque.

When customer feedback clashes with brand identity, I pause and assess. Is it a one-off or a larger trend? I gather data from various sources to gauge the disconnect's scope. Next, I delve into the "why" behind the feedback. Are there valid concerns or just personal preferences? Understanding this is crucial. It may require refining communication or a more fundamental shift in strategy. Without careful analysis, I risk making rash decisions that could further damage the brand.

When a brand identity clashes with customer feedback it’s often because ego is at play. One famous example is the British Airways identity which used flags from countries it flew to on its livery and which was denounced by the then Prime Minister Margaret Thatcher as unpatriotic. This was an opinion shared by so many the airline was forced to retract and ditch the identity altogether. Had it listened to its customers it would never have got this far.

Absolutely! Engagement is crucial when navigating a disconnect between brand identity and customer feedback. In my experience, a proactive and transparent approach is key. I initiate conversations with customers through social media, surveys, or even direct outreach. I ask open-ended questions to understand their concerns and perspectives, and I actively listen to their feedback without getting defensive.I build trust and understanding by acknowledging their concerns, expressing empathy, and explaining our brand's choices. This open dialogue often uncovers valuable insights that can inform future brand decisions, ultimately strengthening the relationship between the brand and its customers.

1. Try to get detailed consumer feedback through market research, reviews & testimonials, social media, etc. 2. Analyse why consumers feel the way they do - is it a brand perception issue or a genuine issue with products/ services or messaging. 3. Engage consumers in a dialogue to show that you value their input and aim to improve or align with their expectations. Involve them in the process of evolving your brand, make them feel part of a community and the brand journey.

Communicate Openly with Your Audience Engage with your customers to gain deeper insights into their concerns and perspectives. Use surveys, focus groups, and social media interactions to ask specific questions about their feedback. For instance, if customers feel your brand lacks authenticity, initiate a campaign that invites them to share their thoughts on what authenticity means to them. This engagement shows that you value their opinions and are committed to improvement.

When the brand identity and customer expectations don't match, that's a clear indicator that customers probably were looped into the process too late. If you're serious about building a brand strategy built to last, it's critical to include customers as early as possible. It's an opportunity to not only understand what your customers ACTUALLY want from you, but it also allows them to help you create a brand that they'll love quicker than you can by guessing at it.

Engaging customers is essential for a strong brand, fostering trust, loyalty, and a deeper understanding of their needs. It bridges the gap between brand identity and customer expectations, keeping your offerings relevant and valued. In my career, implementing real-time feedback tools like live chat and instant surveys has been particularly effective. This approach allowed us to swiftly address concerns, showing customers that their input is valued and leading to timely improvements in our brand experience.

When facing conflicting feedback, I always revisit our core brand values. These values are the foundation of our identity, the guiding principles behind our decisions. If feedback aligns with these values, we embrace change. But if it contradicts our core beliefs, we don't automatically cave. Instead, we use this as an opportunity for deeper communication, explaining why certain elements are non-negotiable and how they reflect our mission. This transparency can lead to greater understanding and respect, even if some customers disagree. Remember, compromising core values risks alienating those who truly connect with your brand.

Segment feedback into categories such as product quality, customer service, branding, messaging, etc. Identify which feedback directly impacts your brand’s core values and which areas have more flexibility. Prioritize feedback that aligns with your core values or enhances customer experience without compromising those values. Ensure all brand communication consistently reflects your brand’s core values - even while addressing feedback. This consistency reinforces your brand identity and helps manage customer expectations.

Revisit and Reaffirm Brand Values Reflect on your brand’s core values and mission. Ensure that these values are still relevant and resonate with your target audience. For example, if your brand is known for innovation but customers feel your products are outdated, it might be time to revisit your commitment to cutting-edge technology and showcase how you are staying ahead. Aligning your values with customer expectations can help bridge the gap.

The context of the customer feedback is important because depending on the root cause of the negative sentiment, it will be clear whether the values are not being articulated well or if perhaps it's time to reconsider whether your brand no longer resonates with a specific segment. People are constantly evolving, so you can expect customer wants and needs to shift as well.

Revisitez et réaffirmez les valeurs fondamentales de votre marque dans vos communications. Expliquez comment ces valeurs guident vos actions et décisions. Mettez en avant des exemples concrets où votre marque a su rester fidèle à ses principes tout en s'adaptant aux besoins des clients. Cela peut aider à regagner la confiance et la fidélité des clients.

There's a slight misunderstanding at the core of what innovation truly means—it's not merely a natural evolutionary process but rather a disruptive journey fraught with significant risks and doubled efforts. Data shows that true innovation isn't encountered frequently in the market; it involves dedicated efforts and strategic planning. However, executing it isn't an impossible task; quite the opposite. Every brand should integrate a dedicated arm that conducts exploratory research, pushing the boundaries of their products or services to uncover new possibilities and potentials. This proactive approach not only fosters creativity but also positions brands ahead of competitors in dynamic market landscapes.

A distinção entre uma necessidade genuína de inovação e uma questão de gosto é fundamental para tomar decisões estratégicas acertadas. A ideia de alinhar a inovação com a estratégia da marca e planejar cuidadosamente as mudanças é essencial para manter a essência da marca intacta. Além disso, considerar como essas inovações serão percebidas pela base de clientes mais ampla mostra um entendimento profundo da dinâmica do mercado.

If the innovation feels absolutely natural to the brand, it may be worth considering some serious R&D into the matter (if you haven’t already done so). BUT no need to rush if based on limited feedback from few people… we can’t presume to be everything to everyone.

In this context of brand identity clashing with feedback is new innovation needed? Or, is that what customers are asking for is to improve the actual experience? It's not always about the new shiny thing but rather how does a customer feel after interacting with your team/service/product. Is your customer service actually responsive and empathetic to customer needs? Is the overall user experience of your products/services delivering on your values?

Collateral damage often arises between the lines, which is why our work doesn't end with products on store shelves. Attentive listening afterward is crucial to understanding how we're shaping our development trajectory in the market. This applies equally to spaces outside our primary niche. The market fluctuates constantly, and we must remain vigilant to all changes because they could potentially impact us sooner or later.

Para monitorar o impacto de ações de marca, o diálogo continua sendo fundamental. Além de rodar pesquisas na base, é importante entender essa percepção para além da bolha e visualizar como a marca está sendo percebida na nova fase por quem tem pouco contato com a marca. Para fazer isso de forma mais direcionada, é importante avaliar: -> Dados de NPS; -> Pesquisas qualitativas em formulário; -> Saúde da marca nas redes sociais (os comentários ruins continuam mais numerosos que os positivos?).

A utilização de KPIs para medir a eficácia dos ajustes é uma prática essencial e mostra um entendimento profundo de como avaliar o sucesso das iniciativas. A parte sobre estar preparado para fazer novos ajustes conforme necessário é muito realista e prática. Alinhar a identidade da marca com o feedback dos clientes realmente é um processo contínuo que exige atenção constante e flexibilidade.

Strategic adaptation involves balancing customer feedback with your brand's vision. It's not about chasing trends, but making thoughtful changes that align with your long-term goals. This could involve a phased approach or pilot tests to gauge customer reactions. By adapting strategically, you ensure your brand remains dynamic and responsive without losing its unique identity. Remember, it's about evolving alongside your audience, not just reacting to every comment.

Be flexible and willing to adapt your strategies. Balance maintaining your brand identity with evolving customer expectations to stay relevant and competitive.

Make thoughtful changes to align your brand's identity with customer expectations. Adapt your approach while staying true to your core values to maintain brand integrity.

Strategic adaptation means being deliberate to keep your brand relevant and true to its core identity. Continuously gather feedback to stay aligned with evolving needs and long-term goals. Avoid chasing trends; make thoughtful, gradual changes that support sustainable growth. Conduct pilot tests and engage key customers to ensure updates are authentic and foster loyalty. Focus on these steps, and your brand will adapt effectively and resonate deeply with your audience.

I would re-visit the main components of brand strategy and the analysis has been done to reach the trio (segmentation, targeting and positioning) and re-asses them again considering customer’s feedback. Conduct a quick dip stick research if required then correct the missing pieces together.

In today’s social media landscape it’s very common to fall into the trap of communicating off-brand. Not all brands need to link to all social movements just because they’re trending. I believe all brands should have a purpose, but their purpose does not apply to all causes or celebrates every special day in the calendar.