Mar 05, 2024 Digital BIAS

8 ways to refine your brand presence using customer feedback

Using customer feedback to effectively refine a startup's brand presence gives the business a strategic advantage. Not only do most companies need to improve at refinement, but they also need to test and iterate on a single design.

Take a look at the typical way an agency sells brand development. First, they assess your needs and requirements in the competitive landscape. They then present you with three options and ask you to refine from a single choice.

This assumes that this final choice enhances your brand online, and they leave you to run with it until you find out it isn’t the right fit. When using customer feedback to refine your startup brand presence, consider the following steps:

1. Collect Feedback

  • Surveys: Implement surveys to measure customer satisfaction, loyalty, or advocacy. Use these to gain insights into specific aspects of your product, service, or brand. Use tools like Hubspot’s powerful Service Hub to distribute these surveys alongside your marketing efforts.
  • Social Media: Monitor social media platforms for unfiltered feedback. Engage in conversations, run polls, and watch for brand mentions. HubSpot’s Marketing Hub has a great built-in social media tool that can track engagement and help monitor brand performance.
  • Customer Service Interactions: Use feedback from customer service inquiries and complaints as valuable data points. Share what you learn in your social media channels to raise brand awareness.

2. Analyse Feedback

  • Quantitative Analysis: Measures and interprets numerical data from surveys to calculate key performance indicators (KPIs). Like Customer Satisfaction (CSAT), Net Promoter Score (NPS), or Customer Effort Score (CES). These play an essential role in increasing brand awareness.
  • Qualitative Analysis: Look for recurring themes or sentiments in customer comments and reviews to understand their perceptions and experiences. Use these themes to build hypotheses to experiment further with your audience.

3. Identify Key Insights

  • Understand Customer Values: Determine what your customers value, need, want, and dislike. As well as how they perceive your brand compared to competitors. This is critical to building brand awareness and word of mouth.
  • Discover Emotional Stories: Identify and write powerful and emotional customer stories. Use them to showcase the impact of your product or service to your broader audience. This builds trust and loyalty, creates strong brand awareness, and curates a powerful brand story.

4. Implement Changes

5. Test and Validate

6. Communicate and Showcase

  • Share Changes: Communicate how customer feedback has led to specific changes, reinforcing the value of customer input. This is a fantastic way to measure brand awareness.
  • Promote Success Stories: Use positive feedback and success stories in marketing materials and social media posts to build trust and attract new customers.

7. Ensure Consistency

8. Foster a Customer-Centric Culture

  • Customer-Centricity: Emphasise the importance of customer feedback in your company culture. Ensure that it is a crucial driver for all branding decisions. Being customer-centric means listening and not forcing your customers to adopt you but cohesively working with the client base and wider audience to nail it.

That concludes our eight top tips on using customer feedback to refine your brand identity, but which brands have successfully used it, and what can we learn?

What brands have successfully used customer feedback to improve their image and reputation?

Several brands have successfully used customer feedback to improve their brand image and reputation. Here are some examples:

1. Amazon

Amazon is known for its strong focus on customer feedback, using customer reviews and ratings combined with comments and feedback to improve its products and inform their development. They also use customer feedback to inform their pricing and inventory management decisions.

Amazon's mission statement emphasizes their aim to be Earth's most customer-centric company, providing various options for customers to leave feedback.

2. Starbucks

Starbucks uses customer feedback to inform its menu development and improve its store experience. They also use customer feedback to inform their marketing and promotional strategies. Starbucks's program, "My Starbucks Idea," collected over 300 ideas from their website implemented in Starbucks stores worldwide.

This initiative resulted from constantly listening to their customers and making necessary changes.

3. Uber

Uber uses customer feedback to improve its app interface, driver and passenger matching algorithms, and overall service quality. They also use customer feedback to inform their pricing and promotions strategy. Uber uses in-app feedback for drivers and customers to request real-time feedback, with a rating system that connects riders with drivers. 

This feedback loop helps Uber ensure that only the best drivers stay on the road and that customer concerns are addressed.

4. Netflix

Netflix uses customer feedback to improve its content offerings and user experience. While not explicitly mentioned in the search results, Netflix is known for its sophisticated algorithms that use viewer data to recommend shows and movies, a form of indirect customer feedback.

5. Burger King

Burger King values customer feedback through their "My BK Experience" program, which allows them to improve their customer service based on the responses they receive from customers.

6. Timberland

Timberland collected customer feedback from 18,000 buyers in eight countries to better understand their customers and refine their product roadmap and marketing efforts.

They encourage customers to write reviews and provide feedback through a button on their web pages, which has helped them move from guessing what customers need to know their preferences.

7. Nordstrom

Nordstrom is known for being up-to-date with customer expectations and has made it easy for users to leave reviews about their brand and service. They focus on delivering a customer-centric experience informed by the feedback they receive.

8. Hyatt

Hyatt Hotels has built its brand around customer feedback, which helps it understand what its users want and when they want it. They have a robust feedback-gathering process that informs their service delivery.

These examples demonstrate how companies across various industries use customer feedback to refine their brand image and reputation, improving customer experiences and business growth.


Refining a start up's brand presence using customer feedback is a dynamic process that involves listening, analysing, adapting, and communicating. You can make it a central part of the brand development by valuing customer input and focusing on your target audience. Start ups can create a brand identity that truly resonates with their audience and stands the test of time.

Need help to define your startup's brand presence? Talk to our team, who would be glad to help. Use the button in the menu to book some time.

Published by Digital BIAS March 5, 2024