Veja como você pode maximizar a estratégia de marca com um sistema de feedback de 360 graus.

I drove the repositioning of a top 10 global energy company. We used a cross-function, senior level 'decision committee' which vetted key decisions along the brand strategy process to ensure the core working team's thinking reflected the priorities of the business.

It's crucial to define clear objectives for your 360-degree feedback initiative. 1. What specific aspects of your brand do you want to assess? 2. What are your goals for improvement? With a clear purpose, you can personalize your feedback system to address your unique needs. When Dell started its 360-degree feedback journey, it defined its goals as improving customer satisfaction, employee engagement, and overall brand perception.

To optimize brand strategy using a 360-degree feedback system, it is essential to systematically gather insights from all stakeholders, including customers, employees, partners, and suppliers. This comprehensive approach provides a holistic view of the brand's strengths and weaknesses. Utilizing surveys, interviews, focus groups, and digital feedback tools is crucial for capturing diverse perspectives. Consider a retail brand: it can employ 360-degree feedback to pinpoint customer service gaps by collecting input from front-line employees, customers, and third-party vendors, leading to targeted enhancements and improved brand loyalty.

Gather Diverse Perspectives: Collect feedback from a wide range of sources including employees, customers, partners, and suppliers. This ensures you capture a holistic view of your brand’s strengths and weaknesses.

Gathering feedback and insights from various sources is crucial. Here are some sources to consider: Internal Feedback: To gauge the understanding of your brand vision across the organization, gather feedback from employees in all departments. Customer Feedback: Look beyond satisfaction surveys. Conduct interviews and focus groups to understand customers' emotional connection with your brand and identify areas for improvement. Industry Experts: Seek input from industry experts and analysts to understand how your brand is perceived in the competitive market. Social Listening: The unfiltered brand sentiment on social media is a valuable resource. Use sentiment analysis tools to gain insights into the online discussions about your brand.

Starbucks uses sentiment analysis tools to analyze customer feedback on social media. This helps them identify emerging trends and potential issues before they escalate. Identify areas where your brand excels and areas where there's room for improvement. This analysis will form the basis of your strategic planning.

Data requires context. So, employing a multi-layered analysis approach that incorporates quantitative and qualitative data is essential. Here are some of the benefits of this approach. Deeper Insights: By considering multiple data sources and perspectives, you gain a more nuanced understanding of the issue you're analyzing. Data Triangulation: Inconsistencies between data sets can reveal flaws in the data collection process or highlight areas requiring further investigation. Improved Decision-Making: With a richer understanding of the data, you're better equipped to make informed decisions backed by evidence from multiple sources.

Develop a strategic plan to address identified weaknesses and leverage strengths. This plan should include specific goals, actionable steps, timelines, and measurable outcomes. It's about turning insights into action. After receiving feedback that its in-store experience was lacking, Target invested heavily in store renovations, employee training, and new product offerings to create a more inviting and engaging shopping environment.

Basear-se nos feedbacks de todos os setores, e entender que a marca é uma constituição de todos eles, e como são percebidos de fora pra dentro é crucial. Com isso, o planejamento estratégico vai ir pra direção certa buscando entender o que o cliente percebe e direcionar a empresa para o que ela quer e como ela quer ser percebida.

Implement Actionable Changes: Use the insights gained from the feedback to make informed and strategic changes. Prioritize actions that can have the most significant impact on your brand strategy.

Monitor Progress and Adapt: Continuously monitor the impact of changes made based on feedback. Be prepared to adapt your strategy as new feedback is gathered and as market conditions change.

7. Iterate and Evolve: A 360-degree feedback system should be an ongoing initiative, not a one-time event. Gather feedback, analyze data, and refine your strategy to ensure your brand remains relevant and competitive.