What Is Brand Sentiment And How Can You Boost It?

You will certainly have heard about the importance of tracking your brand health. But what about your brand sentiment?

What Is Brand Sentiment And How Can You Boost It?
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, September 25, 2020

Overall brand health can be tracked through metrics such as customer questionnaires and social media. Combined, they give you a good picture of how your brand is performing across different digital channels. Or, how “healthy” it is.

How do I track my sentiment brand?

But what about brand sentiment? Forming part of your brand health check, brand sentiment analysis tools enable you to dig deeper on text online to assess the “tone and intent behind it.” 

That in itself is clever stuff. But it works by analysing big data from this text, say for example, on social media posts, to give you a broader view of how your brand is being received. While you may want to drill down to specific posts, the real value is seeing how overall perceptions are faring.

This can help you grow and develop as a brand in several ways. From helping you target marketing efforts, to develop products to suit client’s needs. It may even help you to avoid PR disasters. 

Although the software used to gather this big data is vital, it’s not a one-size-fits-all solution. If you’re a smaller brand, it might not be necessary in the beginning. But you can still keep tabs on your brand sentiment. Here are just a few simple ways to do that:

What is sentiment in social media  

If you’re a larger brand with better-known products and services, starting to use robust sentiment analysis tools is a must. Think of it this way, if you’ve just launched a new product, there could be hundreds, if not thousands of posts across social media channels about it.

Keeping track of all this is nigh impossible. Unless you have the right software to do it. There are a few big brands with tools like this on the market, so finding out the right one for your business is step one. Or, ask an expert, like the team here, to advise you.

Ultimately, using brand sentiment software in cases like this will help you to gauge people’s reactions, on the whole, modify your product or communications in response, and provide your customer service team with the right support as they push your product.

How can a brand sentiment be improved?

Let’s repeat, brand sentiment isn’t just for big brands. Your approach may differ depending on the size and stage of your business, from the more grassroots to the advanced software. Yet, the focus on improvement remains the same.

And if you have a misstep, can you improve your brand sentiment? Absolutely. Tips include upping your activity on social channels, listening to and responding to comments, and dealing with negative comments in the right way.

Every brand has a brand sentiment. Every brand can improve it. And every brand should keep it top of the list. The question is, where are you on this journey?

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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