2 Brand Positioning

Using Customer Feedback For Strategic Brand Positioning

by Jenny on July 28, 2023 Comments Off on Using Customer Feedback For Strategic Brand Positioning

In today’s highly competitive and ever-changing business landscape, establishing strong brand positioning is critical for success. It enables companies to differentiate themselves from competitors and create a lasting impression in the minds of their target audience. It also helps ensure there is internal alignment and clarity around the brand’s vision, objectives, and overall identity. One invaluable tool for achieving all this is customer feedback.

By actively listening and taking action based on the insights provided by customers, businesses can refine their brand positioning, create more compelling messaging, and build deeper connections with their audience. So, here I’d like to share a few ways customer feedback can strengthen and evolve your brand positioning initiatives.

Understanding Customer Perceptions

Above any marketing campaigns, content, or messaging, it is the customer’s perception that defines the brand’s reality. That is why the foundation of successful brand positioning lies in understanding how customers perceive a brand. Conducting brand perception surveys establishes a steady flow of insight into their strengths, weaknesses, and unique selling points from the customer’s perspective. There are also opportunities to uncover misperceptions and explore how brands stack up against competitors.

An important aspect of brand perception feedback is making this a consistent and ongoing effort. As we all know, consumers and competitive environments can change quickly – which means brand perception can change quickly as well. Maintaining up-to-date insights is vital to ensure they are relevant and reliable. This will also establish performance benchmarks to track and measure the impact of marketing campaigns. Each new perception survey will support agile decision-making by showing which types of content or messaging moved the needle.

Identifying Key Differentiators

In a crowded marketplace, standing out is crucial. Customer feedback will reveal aspects of a brand that resonate most with its audience – and sometimes uncover competitive differentiators the brand wasn’t previously aware of. By identifying and understanding these unique selling propositions, marketing campaigns, content creation, and targeted messaging can be led by data-driven insights rather than assumptions or instincts. This ultimately helps develop positioning that is directly aligned with what customers are looking for.

Addressing Pain Points

Customer feedback not only highlights a brand’s strengths but also exposes its weaknesses and pain points. Brands that proactively address customer concerns demonstrate a commitment to their audience’s satisfaction. By acknowledging and resolving these issues, a brand can improve its reputation and perception, effectively positioning itself as a customer-centric and trustworthy company. When operating without these insights, brands are susceptible to blind spots and pitfalls that hinder growth and development.

Crafting Authentic Messaging

Authenticity is a powerful attribute in brand positioning. Customers are increasingly drawn to brands that communicate openly, honestly, and genuinely care about their needs. Through customer feedback, companies gain invaluable insights into the language, values, and aspirations of their audience. This understanding allows them to craft authentic messaging that resonates on a deeper level with customers, which strengthens emotional connections and conveys appreciation.

Adapting to Evolving Customer Needs

Modern competitive markets are dynamic, and customer preferences are constantly evolving. A brand that can adapt to changing needs stays relevant and maintains its competitive edge. Customer feedback serves as a real-time gauge of customer sentiment, helping brands stay ahead by anticipating shifts in the market and aligning their positioning accordingly. This is about looking beyond the what to understand the why behind customer wants, needs, and expectations. The more brands learn about the underlying drivers of change, the better their chances of long-term success.

Incorporating Feedback into the Brand Story

Customers appreciate being part of a brand’s story. Not only in terms of seeing user generated content, but in shaping the overall story that’s being told. When customers see themselves reflected in the brands they support, there’s a stronger sense of connection, ownership, and loyalty. This is ultimately the culmination of varied customer feedback topics pulled together, like pieces in a puzzle. Blending what is learned about customer perception, sentiment, expectations, and preferences, a brand’s strategic position can be accomplishing its own internal goals while maintaining its external customer-centric identity.

Customer feedback is an invaluable resource for businesses aiming to create a compelling and effective brand positioning strategy. By actively listening to their audience and incorporating feedback into their decision-making processes, companies can build authentic, customer-centric brands that resonate with their target market. Embracing customer feedback as a strategic tool fosters a deeper understanding of customer needs and preferences, leading to enhanced brand loyalty, increased market share, and sustainable growth in today’s ever-evolving business landscape.

At MacKenzie, we’ve partnered with brands of all sizes across a variety of industries to leverage customer insights for strategic brand positioning. Our approach for each project is built around each brand’s unique needs and situation. So, if you’re looking for a caring and experienced partner to support your brand positioning efforts, we’d love to show you what we’re all about!


Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

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