A continuación, te explicamos cómo puedes perfeccionar el posicionamiento y los mensajes de tu marca con los comentarios del público objetivo.

Gathering of valuable insights from the market can be through different means; - Survey: With customers survey you can design relevant questions that suits the purpose and objectives of the survey. - Interview: You can interview different stakeholders and clients to share insights on what they will love to see your brand delivering. Knowing their painpoints can fast track this.

One thing I have found helpful, after attending, sponsoring, and facilitating 100s of focus groups, and brand deep dive interviews - is active listening to what is not being said. So often, as marketers, we think we know it all. If we put on our EQ/EI hat and listen to learn versus listen to respond, it's amazing the insights that follow. Also, if we can ask 'why' five times, it's insightful where the path takes you. It led to tagless tee at Hanes and moved a seemingly unmoveable market.

Refine your brand positioning and messaging by actively seeking feedback from your target audience through surveys, focus groups, and social media interactions. Analyze the data to identify common themes and preferences. Adjust your messaging to better align with audience expectations and address their pain points. Test new positioning statements and taglines, and use A/B testing to measure effectiveness. Continuously iterate based on feedback to ensure your brand resonates deeply and authentically.

Customer Surveys: Conduct surveys to gather direct feedback on customer perceptions, preferences, and expectations regarding your brand. Social Listening: Use AI-powered social listening tools to monitor conversations and sentiments about your brand across social media platforms and forums. Focus Groups: Organize focus groups to gain in-depth qualitative insights into how your target audience perceives your brand and messaging. Online Reviews: Analyze reviews and comments on platforms like LinkedIn, Google, and industry-specific sites to understand customer satisfaction and areas for improvement. Example: Use AI tools to analyze customer feedback on LinkedIn posts, identifying recurring themes and sentiments.

Es ist wichtig für eine Marke eine klar verständliche und im besten Fall differenzierte Positionierung und Botschaft zu haben. Zum einen kann diese über qualitative Marktforschung im Detail verstanden werden. Dies kann die Basis für Optimierungen an der Positionierung und Botschaft sein. Im einer weiteren quantitativen Marktforschung kann die Resonanz in einem nächsten Schritt entweder repräsentativ auf die Bevölkerung oder innerhalb der gewählten Zielgruppe validiert werden. Es ist aber auch wichtig die Markenpositionierung gegenüber Wettbewerbern zu verstehen. Hier kommen USP (Unique Selling Proposition) und RTB (Reason to believe). Wie positioniert sich die Marke gegenüber alternativen Marken und Angeboten, und wie ist ihre Relevanz?

Analyzing feedback provides direct insights into how your target audience perceives your brand positioning and messaging. Reviewing feedback can help you understand what aspects resonate with your audience and what might need adjustment. This refines your brand's message to better align with the expectations and preferences of your customers. It's a continuous process that allows you to stay relevant and effectively communicate your brand's value proposition to your audience.

Got customer feedback? Don't let it sit silent! Here's how to turn it into marketing magic: Analyze the goldmine: Look for common themes, feelings, and brand perceptions. Uncover disconnects: Identify any gaps between your brand message and how customers see you. Refine your positioning: Use these insights to adjust your brand to better resonate with your audience. The result? A brand message that truly connects, drives engagement, and sets you apart. Customer feedback is a treasure chest. Open it, analyze it, and use it to craft a brand that resonates deeply. Your audience will thank you!

It is neccessary to be mentioned: 1️⃣Categorize Feedback: Group responses into themes (e.g., product features, customer service, brand perception). 2️⃣Sentiment Analysis: Use tools to assess positive, negative, and neutral sentiments. 3️⃣Identify Patterns: Look for commonalities and recurring issues in feedback. 4️⃣Prioritize Insights: Focus on feedback that aligns with business goals and brand values. 5️⃣Benchmark Against Competitors: Compare with competitor data to identify differentiation opportunities. 6️⃣Refine Messaging: Adjust your brand message to address key insights, ensuring it resonates with target audiences. 7️⃣Test and Iterate: Implement changes and continuously gather feedback to optimize.

Data Segmentation: Segment feedback data by demographics, purchase history, and behavior to identify patterns and insights specific to different audience segments. Sentiment Analysis: Utilize AI to perform sentiment analysis on the collected feedback, detecting positive, neutral, and negative trends. Competitive Analysis: Compare feedback about your brand with competitors to understand strengths, weaknesses, and market positioning. Example: Use AI to perform sentiment analysis on customer reviews, highlighting common pain points and areas of satisfaction.

Analisar opiniões e dados partem sempre de hipóteses que podem ser validadas ou não. Mas é preciso haver um pensamento prévio que direcione as análises iniciais. A confirmação ou negativas da hipótese nos levam a novos territórios e possibilidades ou consolidam os que já temos. Feedback, é bom ressaltar pode ser positivo ou negativo. Podem demonstrar padrões de entendimento e percepções. Podem demonstrar lacunas que precisam ser analisadas para checar viabilidade de ajustes.

Think of this like adjusting your brand's stance in the crowd. It's about tweaking how people see your brand based on what they're telling you. Maybe you emphasize different things about your brand or adjust who you're trying to reach.

Refine with care. Evaluating feedback from your audience is crucial. However, not all feedback is suitable for refining your brand’s positioning. The fundamentals of your brand and its product offering naturally provide direction. Hence, there is a fine line between feedback that enhances brand positioning and feedback that detracts from it. It ultimately comes down to a brand manager’s awareness, experience, and brand knowledge to determine how, if, and to what degree a brand needs refinement.

Value Proposition: Based on feedback, adjust your brand’s value proposition to better align with customer needs and preferences. Differentiation: Identify unique selling points (USPs) that resonate with your target audience and differentiate your brand from competitors. Target Audience: Reevaluate and redefine your target audience segments if necessary, ensuring your positioning aligns with their evolving needs and preferences. Example: Refine your brand’s value proposition to emphasize sustainability and ethical practices if feedback shows a strong customer preference for these values.

Customer feedback unlocked? Now comes the magic! Refine your brand positioning: Use insights to differentiate from competitors. Highlight unique value: Showcase what truly sets your brand apart. Align message with core values: Ensure brand voice reflects your mission. Craft a brand position that: Feels authentic: Resonates deeply with your audience. Is powerfully compelling: Drives engagement and sets you apart. Customer feedback is the fuel! Use it to refine your brand for a customer-centric powerhouse that attracts and retains your ideal audience.

Em um workshop recente sobre posicionamento, fiz questão de ressaltar que o posicionamento não é um vaticínio perene. As marcas estão imersas num contexto que vai se modificar ao longo do tempo. Dificilmente nada vai mudar na relação das pessoas com as categorias de produtos ou serviços, quer seja no produto em si, na entrega core de benefícios, ou canais de venda e relacionamento, por exemplo. A marca tem que estar atenta para ajustar o perfil do público prioritário para quem o produto se destina, na própria vantagem competitiva e até nos motivos que justificam o diferencial da marca.

Consistency in messaging across all touch-points whilst leveraging storytelling to create instant connect. Highlight key differentiators and ensure that the visual elements are aligned with the brand vision without compromising the core message.

A atualização do posicionamento e do contexto conjuntamente poderão demandar um novo discurso da marca com novos argumentos, por exemplo. Com certeza, se modificado, o posicionamento vai exigir que seja comunicada a nova versão, tanto pelo produto diretamente quanto pela comunicação com todos os stakeholders. E a linguagem e formatos deverão consolidar os novos valores que a marca agora oferece.

This is like fine-tuning how you talk about your brand. You might change the words you use or how you say things to make sure it really clicks with your audience based on what they've shared with you.

Messaging should be flexible and rooted in your brand’s fundamentals. Adjust your messaging according to your audience segments. To grow, your brand needs to address your active consumers, occasional consumers and non-users who currently favor competitor brands. Effective messaging involves understanding these groups, including knowing when and where to reach them. Therefore, expect a degree of trial and error as you refine your messaging to better understand and engage your audience groups over time.

I strongly recommend: 1️⃣Highlight Key Insights: Identify main points from feedback that align with your brand goals. 2️⃣Revise Core Messages: Integrate audience language and tone to ensure relatability. 3️⃣Emphasize Benefits: Focus on features and benefits that matter most to your audience. 4️⃣Use Testimonials: Incorporate positive feedback and testimonials to build trust. 5️⃣A/B Testing: Test different versions of messages to see which resonates best. 6️⃣Consistency Across Channels: Ensure updated messaging is consistent across all marketing channels. 7️⃣Monitor and Adjust: Continuously track audience response and refine as needed.

Based on my experience: 1️⃣Develop an Action Plan: Outline specific steps and timelines for changes. 2️⃣Update Brand Guidelines: Revise documents to reflect new positioning and messaging. 3️⃣Train Team Members: Ensure all employees understand and can communicate the updated brand message. 4️⃣Revise Marketing Materials: Update websites, social media, ads, and other collateral. 5️⃣Communicate Changes: Announce updates to your audience through email, blog posts, and press releases. 6️⃣Monitor Performance: Track key metrics to gauge the impact of changes. 7️⃣Gather Ongoing Feedback: Continuously collect feedback to further refine positioning and messaging.

Once you've figured out what needs adjusting, it's time to put those ideas into action. This means making sure everything from your ads to your website reflects the new tweaks you've made.

Many companies encounter difficulties with this task. Why? They’re willing to invest time and money in refining the brand strategy but underestimate the implementation phase. Consistency is key and just as important as integrating the changes across all platforms. Besides your consumer audience, these changes likely affect your entire company, including each team and stakeholder. Therefore, implementing important brand changes effectively requires a consistent, comprehensive approach that especially involves the customer-facing teams in your company.

Implement the refined positioning and updated messaging across all marketing channels. Ensure that your website, social media profiles, advertising campaigns, and customer communications reflect the new brand direction. Train your team on the updated brand guidelines to ensure a cohesive and unified approach in all interactions.

I am building my brand on LinkedIn and I really lean into which posts people like and figure out it’s because people aren’t sharing the information that I’m sharing. So by listening to my audience, I know that they want information that most people are not sharing so I am known as a transparent dealmaker and advocate for my clients. Hollywood for the last 16 years and most important thing I can ask my client. What do you need from this deal and I asked the other side the same question. Always meet your clients where they are.

Just like you're always upgrading your phone or software to get better performance, your brand needs to keep evolving too. It's about always listening to feedback, making small improvements, and staying relevant to what your audience wants.

We know Rome wasn't built in a day, and most iconic brands are built on strong foundations which are nourished by each campaign, and each consumer touch point, everyday, every month and for years. The reason why brands like Coca-Cola are still 135+ years young and continue to be preferred by teens and their grand dad's is the ability to listen to feedback, innovate on the product, channels, pricing and the branding campaigns. This allows brands to continue to be a part of the popular culture and the ones with more feedback cycles (e.g. digital brands) have a higher likelihood of success due to the rigor they place on continuous feedback and improvement

Establish a process for continuous improvement by regularly collecting and analyzing feedback. Adapt and refine your brand positioning and messaging based on ongoing insights. Stay agile and responsive to changing customer preferences and market trends, ensuring your brand remains relevant and competitive in the evolving landscape.

Your brand isn't static - it's a dynamic story that evolves with your audience. Feedback is the fuel: Continuously seek insights to stay relevant and appealing. Embrace the cycle: Refine positioning & messaging based on what you learn. Become a responsive brand: Adapt to changing market conditions & preferences. Don't just build a brand, cultivate it! Through continuous feedback & refinement, you'll create a brand that thrives in a dynamic marketplace, captivating your audience for the long haul.