You're faced with conflicting feedback from users on brand storytelling. How do you make sense of it all?

1 Gather Data

To make sense of conflicting feedback, begin by systematically gathering all the responses. This means not just noting what users say, but also how they say it. Look for patterns in the language used, the intensity of the opinions, and the context in which they're given. This data will provide a foundation for understanding the broader sentiment toward your brand storytelling. It's not just about the content of the feedback but also about the emotions and experiences that underpin it.

2 Analyze Trends

Once you have collected the feedback, it's time to analyze it for trends. You might find that certain aspects of your brand storytelling are consistently praised or criticized. These trends can guide you to what's working and what isn't. It's important to approach this analysis with an open mind and a willingness to adapt. If you notice a trend of negative feedback on a particular story element, consider how you might modify it to better resonate with your audience.

3 Segment Audiences

Not all feedback should be weighed equally; different segments of your audience will have different perspectives. Segment your audience based on relevant criteria such as demographics, customer behavior, or purchase history. This allows you to tailor your storytelling to resonate with each group more effectively. It's about understanding that a one-size-fits-all approach to brand storytelling rarely works and that segmentation can reveal which parts of your story appeal to each unique audience slice.

4 Prioritize Changes

Armed with segmented feedback and identified trends, prioritize changes to your brand storytelling. Focus on areas with the most significant impact and the highest consensus among your audience segments. Prioritization is key because resources are often limited, and not all feedback can be acted upon immediately. It's about making strategic decisions that align with your brand values and business goals while also enhancing your connection with your audience.

5 Test Adjustments

Testing is a critical step in refining your brand storytelling. Make adjustments based on your analysis and then test these changes with a subset of your audience. Monitor how these tweaks are received and whether they bring your storytelling closer to the desired effect. Testing allows you to iterate on your brand narrative without committing to sweeping changes that may not resonate with your broader audience.

6 Reflect & Adapt

Finally, take time to reflect on the feedback and the adjustments you've made. Brand storytelling is an ongoing process, and adapting to feedback is part of the journey. Reflect on what the feedback says about your audience's needs and how your brand can continue to evolve its narrative to meet those needs. The ability to adapt is a hallmark of a resilient and relatable brand.