You're navigating conflicting feedback on your brand message. How do you find the right balance?

De mon point de vue, la marque doit s'assumer pleinement, quitte parfois à brusquer ou choquer, mais par pitié rester alignée et cohérente. La marque n'est pas si différente d'une personnalité...comment imaginer inspirer confiance si on manque de cohérence ? Si je change de personnalité chaque jour...comment savoir qui je suis ? Bizarre ce gars...doute...hésitation. Pour éviter que cela ne se produise, toutes les parties prenantes doivent adhérer et devenir ambassadeur de la marque...sans concessions et avec conviction. Pour cela encore, faut-il que la marque le mérite et que toute la chaîne de management l'incarne. Sans faillir.

Ok, y'all, here's the deal. *Who* doesn't like your message? Your customers? Or just your board... Who has absolutely no idea: Who your ideal client persona is... And knows nothing about demographics... Or buyer psychology? Then ask yourself: "Is it true? Is it helpful? Does it solve a problem for someone in a way they value?" If the answers to all of those are yes... Stay on brand message and prove them wrong with sales. 🎤

This is a 3 step process to access feedback 1. Gather insights 2. Find common feedback 3. Take actions to solve the issues Feedback is very important in branding and therefore it is always suggested to do A/B testing before rolling out the change.

1 : Recueillir de l’information dans le brouhaha d’Internet et des différents médias. 2 : Analyser cet ensemble en faisant ressortir les sujets récurrents. 3 : Introspection : comprendre les erreurs commises par la marque s’il y en (et définir l’origine du bruit négatif). 4 : Prendre des décisions pour améliorer l’expérience utilisateur, si besoin. 5 : Communiquer, être transparent. Les clients sont nos premiers ambassadeurs, ils doivent être respectés et leur voix entendue. 6 : Dernier point, et peut-être le plus important : faire un retour sur expérience, demander un feedback. Ignorer l’avis des clients peut endommager l’image de marque ; prendre au sérieux leurs remarques feront d’eux des clients engagés, des ambassadeurs.

Actuar sin pensar es como disparar sin apuntar. La evaluación y el análisis es importante antes de tomar decisiones. Saber que esta pasando y por qué, ayuda a ser crítico en la decisiones que tomamos.

To analyze feedback critically is essential for your brand image and communication to grow and unlock next level. Critical analysis on a brand breaks down the layers and gives you space how to reimagine what you were missing in your message and how strong you can deliver the message next time.

Gather that feedback, then critically analyze each piece. Consider the source's expertise and separate constructive critique from personal preference. Ask how each bit of advice serves your brand's purpose and coherent messaging. Be open-minded, but also discerning - not all feedback is equally valuable. With a thoughtful, selective approach, you can distill the most impactful insights to strengthen your brand.

All feedbacks looks good and great until when analyzed critically. Make sure the feedbacks align with the brand guidelines. Discard what does not seem consistent and focus on what moves the task forward

After gathering feedback, critically assess its value. Consider the credibility and perspective of the source, distinguishing between constructive insights and personal biases. Evaluate how each suggestion aligns with your brand's purpose and contributes to a consistent message. Stay open to new ideas, but also be discerning—remember, not all feedback will benefit your brand. Focus on what enhances your brand's goals and coherence, ensuring that your final message reflects the most valuable insights.

If you're getting mixed feedback on your brand message, try testing different versions. Run A/B tests to see which one connects better with your audience. This helps you understand what works without changing your core values. It's about making informed choices, not guessing.

I love @Wynter for their tools for assessing marketing messaging. There are other tools out there. My favorite source of marketing "truths" is prospects and customers. Talk to as many of them as possible. If you have the budget, create focus groups to deeply understand the perception of the brand. Constantaly analyze what your marketing strategy vs. the marketing goals. Don't go down rabbit holes that don't align with goals. It's very easy to get distracted in marketing by the next shiny thing and all the noise. Keep your eyes on the goals and evaluate feedback and results against those goals only. Opinions don't matter. Data, results, and your expertise as a marketer (instinct) does.

Testar variações da sua mensagem é uma estratégia eficaz para lidar com comentários conflitantes sobre a marca. Ao implementar diferentes abordagens de comunicação, é possível medir como cada uma ressoa com o público, ajudando a identificar quais elementos geram maior aceitação e quais precisam de ajustes. Esse processo de experimentação permite encontrar o equilíbrio certo entre a identidade da marca e as expectativas dos consumidores. Através de análises cuidadosas dos resultados, sua marca pode refinar sua mensagem para atender melhor às demandas do público, mantendo a autenticidade e relevância

Use different variations to see which message fits best with your audience. It's like trying on different outfits before a big event. This lets you gather data so you can make informed decisions.

Sometimes, conflicting feedback requires a fresh perspective from industry experts. Consulting with marketing strategists, copywriters, or even fellow designers can help refine the brand message. Collaboration allows you to tap into specialized knowledge, ensuring that your design decisions are aligned with both the creative vision and the brand’s strategic goals

Branding experts understand the nuances of messaging, market positioning, and audience psychology. Use expert advice to refine & validate your message. But ensure it still aligns with the authentic voice and identity you wish to project.

Consultar especialistas pode ser uma excelente forma de lidar com comentários conflitantes sobre a mensagem da sua marca. Profissionais de marketing e comunicação trazem uma perspectiva externa e experiente, ajudando a interpretar o feedback do público de maneira objetiva. Eles podem fornecer insights valiosos sobre como ajustar a mensagem, mantendo a essência da marca enquanto se conecta efetivamente com a audiência. Esse aconselhamento especializado permite encontrar um equilíbrio entre a autenticidade da marca e as expectativas dos consumidores, garantindo que a comunicação seja clara, consistente e impactante.

The best branding experts can see immediately what a brand needs to do better or more of. Use an expert for a small, clearly defined project to get expert insight into your brand. Outsiders can see things more clearly sometimes and it helps to get a seasoned expert to review your brand. You can take their feedback and build tactics and strategy to improve/refresh/change the most important things. Focus on those tactics and strategies that will make the most impact. You can't do EVERYTHING, pick the things that will move the needle and impact the bottom line. Give sales and marketing people the tools they need to do their jobs.

Brand messaging is not campaign messaging. Testing with all audiences to keep relevant with their needs and interests is critical, but not at the expense of losing yourself. So, revisit who you are as a brand, what you stand for and how others fit in. In other words, refresh your brand messaging but don’t constantly change it and risk appearing to stand for nothing. Try using a brand agency to explore with you since they can help you see yourselves with a clear perspective you may not have yourselves because you’re just too close to it.

Identify Common Ground: Find areas of consensus among the feedback and incorporate them into your brand message. Prioritize Key Messages: Determine which aspects of your brand message are most critical and focus on aligning feedback with these priorities.

A brand message needs to be refined to keep its integrity at the same time that it is enhanced. The thing to do is to regard feedback as a tool for clarity rather than a directive for change. This is what will keep the integrity of the brand's core values. Resonating emotionally and simplifying complex ideas create deep connections with people. In fact, such iterative testing of the variations will lead to full understanding of how an audience perceives the information and then further on to an effective brand message that resonates in stiff competition. Such strategic refinement represents evolution—not adaptation—that fits the demands of the market while staying true to brand identity.

Test test test. Use Wynter to test your messaging. Stay away from feelings and opinions, stick with data, customer feedback, and hard facts.

ne key factor is to Identify Patterns.Always look for common threads in the feedback to pinpoint recurring issues or suggestions that are crucial for refining your message.

This is probably the key step - if you make changes, but you don't tell your audience, you are missing on a great opportunity to connect with your audience in a stronger way. Good communication is really important here, keeping in mind that it should be two-way conversation, not just you informing them.

Sin duda es un nuevo comienzo, y el equililbrio del que hablamos al inicio tiene que darse de adentro hacia afuera integrando los valores corporativos en la cultura organizacional, los procesos internos, la participación de empleados como principales embajadores de la marca. Debe considerarse un monitoreo y medición constante a la reputación y detectar alertas tempranas, de tal forma que la gestión de la reputación debe alejarse de la improvisación y convertirse en una prioridad estratégica y no en una respuesta reactiva a situaciones particulares.

Finally, implement changes to your brand message gradually. This allows you to monitor the impact of each change and make further adjustments as needed.

This is so crucial. The most recent example of this is changing packaging for a legacy FMCG business which had a large distribution network and people knew them already. The brand was scared to loose its remembrance. We changed packaging one by one and also kept the old logo intact placing it at one corner in the packaging to retain remembrance & brand authenticity. We went slow and tested what works on shelf and what not.