Brand Sentiment Analysis

Brand sentiment analysis puts your clients at the heart of your decision making. The final insights tell you how well your brand is understood by clients and prospects. It starts by listening to your audiences’ feelings about their real interactions with your brand along their path to purchase. The synthesis of the raw data gives an overall brand sentiment of positive, negative or neutral – for your brand at that of the competition. NewtonX brand sentiment analysis give you actionable insights you can use to build a solid brand strategy that addresses weaknesses and boosts strengths.

The enriched understanding of your clients and prospects that brand sentiment analysis reveals has 5 key benefits to your business:

1. Strengthened relationships. A deeper appreciation of how your clients feel gives you a stronger connection. This works alongside your other tools, luke segmentation research, buyer personas and customer journey maps, to deliver an exceptional customer service experience. This promotes positive brand sentiment, increases loyalty and reduces how much you have to spend generating new clients.
2. Better product market fit: You can use brand sentiment analysis to see how well new products, services and features will be received before you invest in bringing them to market.
3. Maintain a good image: Your reputation is invaluable. Regular brand sentiment analysis helps you monitor how people feel about your brand. You can amplify the positive and tackle any negative before any real damage is done. 
4. Get ahead of the competition: Your brand sentiment analysis insights consider your context within your industry. It doesn’t just indicate how you’re perceived by your target market, but also your competitors. With this knowledge, comes the power to change perceptions and highlight your points of difference to put yourself ahead of the game.
5. Spot growth opportunities: Regular listening helps you identify industry trends that become your opportunities for growth. This might be new personas with the same problem, or entirely new problems that you already have the answer to.

There’s a complex range of different brand sentiment analysis types. NewtonX brand sentiment research combines the right quantitative and qualitative methodologies for your particular industry, business and questions. Generally this includes:

• AI tools: These algorithms track and analyze language for emotions and opinions using natural language processing (NLP). They are useful as part of a broader sentiment analysis research package, but don’t always correctly pick up on our full range of tones and expressions – like sarcasm. 
• Surveys: Directly asking your clients and prospects how they feel about your brand in a survey is a quick, clear way to get a snapshot of their opinions. Having a third party ask the questions removes the awkwardness of direct contact and can result in more honest, open answers. Making sure you’re asking the right people is vital to the usefulness of survey insights. 
• Internal information: Any direct communication you have with clients contains useful customer sentiment information. This includes emails, online chatbots, customer service phone lines, face-to-face interactions with sales staff. 
• Social listening: What are people saying about your brand on social media platforms? This is where your word-of-mouth reputation is built and it happens at top speed. The social listening aspect of brand sentiment analysis tracks relevant hashtags and keywords to see what people are saying about you. This mass of data is sorted into attitude and emotions, so you can build on your strengths and resolve any areas for improvement.

Do you want to know how clients and prospects feel about your brand? Brand sentiment analysis provides insights that answer that question. Your conclusion will be either positive, negative or neutral brand sentiment. NewtonX brand sentiment analysis will also give you actionable insights that help you improve your connection with your audience segments and make more informed strategic decisions. Brand sentiment analysis is a complex combination of research methodologies, technologies and tools that curate the huge volume of available data into valuable conclusions. 

It’s wise to build brand sentiment analysis into your brand health tracker. Regularly monitoring how people feel about your brand keeps you away from reputational peril and ahead of the competition. You can also run a brand sentiment analysis to gauge emotions at key points. For example, to check messaging resonance before a campaign launch, or  after an ad campaign, to measure its impact. The frequency of brand sentiment analysis largely depends  on your needs. But if you ever find yourself wishing you could read the minds of your target audience, it’s the right time for brand sentiment analysis.