How to improve brand health today
In today’s business environment, we see an acceleration of digital transformation and adoption, stiff competition amongst businesses, and a consumer base that is more careful with where they spend their money. In this context, it is important for your brand to be relevant and for consumers to be receptive to it. Strong brand positioning is crucial to survive in today’s business environment. To help with that, this article looks at 5 ways to improve your brand health today.
1. Ensure customer satisfaction by understanding consumer insights
Consumers should be at the heart of everything your business does. Whether it’s for your next product release, marketing campaign, or content you’re sharing, the customer’s needs should be the main driving force behind your business decisions. Customer satisfaction is key in ensuring a healthy brand, as it directly shapes the brand reputation.
To do this, it’s important to be able to anticipate customer needs. In the past year or so, we saw the world change drastically, both in terms of business trends and especially in terms of consumer behavior. The pandemic forced many of us to shift our day-to-day habits, and this was clearly reflected in the trends and preferences of consumers all around the world.
In such a volatile business environment, businesses that were able to quickly understand the latest customer needs and adapt accordingly are the ones that can withstand the challenges we see today. Many businesses accelerated their digital adoption and grew their online presence, with many of them launching e-commerce stores since a majority of consumers were buying online.
In the theme cloud below, you can see the key customer considerations during Chinese New Year when buying from e-commerce sites. As seen in the theme cloud, discounts and rewards play a major role, as consumers look for the best deals. Factors like cashback and cash on delivery are also highlighted, giving e-commerce brands an idea of what their customers care about at that time, allowing them to tailor their offers accordingly to drive maximum customer satisfaction.
Theme cloud of key customer considerations regarding e-commerce purchases during Chinese New Year
2. Measure brand perception
No matter what you do, your consumers need to be receptive to it for it to be considered a successful strategy. Hence, it’s important to know what they think by regularly measuring and evaluating their perception of your brand. Based on the results, you can then decide whether there is a need to tweak your strategy.
One of the ways to assess how consumers feel about the brand is to look at sentiment analysis. In the graph below, you can see the customer sentiment split across multiple brand touchpoints - social media, online reviews, customer support and customer surveys. This shows you how consumers generally perceive your brand, but also highlights the differences between channels.
Split of customer sentiment across brand touchpoints
It could be due to the nature of these channels - where customer support is typically the channel consumers tend to reach out to when they are unhappy, while online reviews could consist of input from consumers who were invited to contribute a review to share their positive experience. However, differences in sentiment across brand touchpoints could also indicate inconsistencies in the customer experience, and would allow you to investigate further and take the necessary action to improve the overall customer journey.
3. Analyze the latest trends
Another way to improve brand health is to ensure that your business strategy is in line with the latest industry trends. To drive brand relevance, you need to understand what matters most to your consumers by looking at what they’re saying.
It also allows you to identify new business opportunities and challenges, and respond accordingly. In the conversation cluster below, you can see different clusters of conversations regarding the finance industry that have been grouped together based on their semantic similarity. Some of the topics highlighted here include the adoption of digital banking and innovative financing for sustainability. This highlights topics that are important to consumers during that time, and indicates what actions key industry players are taking.
Conversation cluster highlighting key topics in the finance industry
4. Audience analysis
Another factor that is important in ensuring brand health is ensuring that you understand who your audience is. This way, you can create a robust content strategy - ensuring that your content and messaging is relevant, personalized, and in-tune with the answers that your consumers are looking for. There is no one-size-fits-all approach when it comes to content, and brands need to understand their audience inside out.
Through social listening, you can derive valuable insights regarding your audience - demographic, behavior, geographical information, and many more. The image below highlights the audience demographic when it comes to conversations regarding e-commerce in Indonesia. A majority of them are located in Jakarta, and most of the conversation drivers are female, mainly within the 18-24 year old range. Such an insight allows brands to better optimize their communication and outreach efforts accordingly.
Demographic and geographical insights on the e-commerce industry in Indonesia
5. Understand the latest consumer conversation trends
The nature of consumer-brand interactions has changed - and brands need to keep up in order to effectively engage consumers. To do this, it is important to understand where your consumer conversations are taking place, if your brand is leveraging the right channels and what consumers look for during their interactions with brands today. You can then maximize the potential of consumer conversations and ensure your brand is accessible and approachable by them.
In Talkwalker’s Consumer Conversations in Asia Pacific 2021 report, we consulted industry experts in the region to learn how brands are leveraging intelligence from consumer conversations in order to understand consumer behavior.
Top channels where brands in APAC interact with consumers and customers
What is common across all 5 examples shown above, is the importance of listening to what consumers are saying. By understanding the voice of the customer across different platforms and channels, you can then shape a brand positioning that is effective and suited to your audience. With a conversational intelligence platform, you can seamlessly monitor consumer conversations, and derive the insights necessary to drive brand health.