Show Me A Brand Intelligence Solution!
Brand intelligence solutions can monitor and analyze your brand health, using historical and real-time data.
The insights found will help you reach your business goals, while enabling a superior customer experience. Maintain your brand identity. Protect your brand reputation. Protect consumer trust in your brand. Meet consumer expectations.
Integrating data sources - surveys, customer support - and comparing with social media feedback and reviews will help you analyze the sentiment of consumers towards your brand.
Table of content
- What is brand intelligence?
- How does AI enable brand intelligence?
- Why should I use a brand intelligence solution?
- Can brand intelligence protect against brand abuse?
- How should I track brand intelligence?
- Brand intelligence solutions
- Take care of your brand
What is brand intelligence?
Brand intelligence is the monitoring of online digital platforms and channels to collect and analyze data about your brand. Be it to understand consumer sentiment, find brand mentions, brand abuse, cyber security threats, counterfeiting. Then use these real-time insights to improve your business - brand messaging, customer support, product development - and protect your brand’s reputation.
Let's look at an example of brand intelligence monitoring...
In 2021, Samsung launched two new foldable Galaxy devices. Listening to Twitter, we can see that the camera and battery life dominate conversations about phones.
Twitter conversations show how the camera is the most discussed feature of phones today, followed by battery life - Mid July 2021 to mid August 2021.
Smartphone usage statistics show that people spend an average 3 hours per day on their mobile. Smart brands use this kind of insight to understand why a consumer chooses one brand over another. Following Samsung's announcement, there was a spike in conversation about the foldable feature.
Foldable phones had over 123K results over a month, with consumers discussing how aesthetically appealing they are.
With 15.3% positive sentiment, consumers obviously like this feature. Conversations have also covered screen flexibility, phone resistance, and the overall size of the device. Samsung can be assured that it made the right decision with its new product, but should continue to listen to online conversation in case its product doesn't meet consumer expectations.
Brand intelligence data can be collected from multiple sources. Any platform where consumers are talking about your brand…
- News outlets
- Blog comments
- Podcasts
- Social media platforms
- Review sites
- Industry forums
- Online surveys
- Social listening
The consumer data collected can then be used to drive your brand…
- Awareness
- Protection
- Identity
- Nurturing
- Governance
- Advocacy
With the goal of protecting and improving your brand image.
How does AI enable brand intelligence?
An effective brand intelligence strategy monitors every channel where consumers can share opinions, images, videos, etc. Every. Single. One.
Combined, these public platforms give consumers a loud voice. To monitor manually, would require an army of analysts.
Talkwalker’s consumer intelligence platform is powered by our own Blue Silk™ AI technology. Our brand intelligence software solutions give you text analysis, audio monitoring, image recognition, competitor analysis, sentiment analysis, video analysis, etc.
You’ll be able to identify positive and negative sentiment, new trends, PR crises before they hit, trademark infringement, counterfeit products.
An AI-enabled brand intelligence solution gives you the power to protect your brand, employees, and customers.
Why should I use a brand intelligence solution?
Brand intelligence solutions identify sentiment towards your brand. Negative and positive mentions in online conversations. Monitoring your brand reputation and consumer sentiment, so you’re better able to improve your brand’s offerings and be the brand they want to engage with.
Benefits of a brand intelligence strategy include…
Sentiment analysis
A brand intelligence strategy that employs social media listening will help you grow a brand that consumers want to engage with. Built-in AI-enabled sentiment analysis will determine whether the online exchanges surrounding your brand and products are positive or negative.
Targeted marketing
Your brand intelligence solution will gather information relevant to your marketing team, customer service, product development, sales, etc. So they know where to post messages and how to respond to people.
Knowing how consumers are talking about your brand - language they’re using, demographics - ensures that your marketing messaging and ad campaigns can be targeted and personalized. Giving you a competitive advantage in your sector.
Using brand intelligence, you’ll be equipped to answer questions like…
- How many consumers are talking about your brand?
- Which channels are consumers using?
- Are your products and services easy to find?
- What journey do they take to find your products?
- Do your products meet consumer needs?
- Do you receive repeat purchases/subscription renewal?
Crisis management
Real-time brand intelligence will find potential crisis situations - features not working, consumers unhappy with your new product, data leaks, and more. Understanding customer satisfaction means you can make changes quickly to maintain trust and customer loyalty.
Competitor analysis
Monitoring your competitors’ data must be part of your brand intelligence strategy.
- What are consumers saying about your competitors?
- What grievances are consumers sharing?
- How are their marketing campaigns being received?
- How are product launches performing?
- Which social media platforms are working for them?
To perform at the top of your game, you need to understand your entire industry. New competitors. New products. New opportunities.
Can brand intelligence protect against brand abuse?
Living in a digital world, we can’t ignore the fact that cyber criminals are prevalent. Brand abuse can hit any company regardless of size or industry. Criminals impersonating brands and products, stealing sensitive brand and consumer data, phishing, domain spoofing, cybersquatting… The list continues to grow.
Large brands have the resources to fight back. To defend their brand assets. Smaller companies can go under, as their reputation is destroyed and they lose the trust of customers and prospects.
A comprehensive brand intelligence solution, that includes protection against brand abuse, will help you find and fight cyber criminals. Will help you protect your brand.
Here’s some of the brand threats your brand intelligence strategy will monitor for…
Cybersquatting
Cybersquatting - domain squatting - is the unauthorized registration of a domain name that’s identical or similar to trademarked brands, products, or personal names.
The idea is that when a user types the genuine website in their browser, they make a spelling mistake that takes them to the unauthorized site.
The user will find either a clone of the genuine brand’s website that’ll try to steal their details, or a damaging script.
Domain spoofing
Domain spoofing is a form of phishing. A hacker impersonates a known brand or individual by creating a fake website or email, and tries to fool consumers into trusting and engaging with them.
The finance and banking industry is vulnerable to domain spoofing, with hackers creating a duplicate login page, then sending phishing emails to customers. The idea being that the customer will share their personal details.
URL spoofing threatens brands using online advertising, and can result in huge revenue losses, as it can go undetected until your budget is depleted, with no ROI on your campaign.
Brandjacking
Brandjacking is when someone acquires or assumes the online identity of a legitimate company’s brand, logo, or other digital assets. The intention is to steal its brand equity, sensitive data, or sell counterfeit goods to its customers.
Counterfeiting
There’s always been counterfeit goods, but with the growth of social media channels and ecommerce websites, it’s now a huge business.
Talkwalker video analytics identifying counterfeit goods.
It’s seriously damaging to a brand as the cyber criminals selling counterfeit products are depriving the genuine brand of revenue, and damaging its reputation by providing a negative customer experience with sub-standard products.
How should I track brand intelligence?
As more and more consumer journeys open up, due to the ever-increasing platforms where people can find your brand and engage, monitoring brand intelligence can be a challenge.
Having the best brand intelligence solution involves measuring the metrics that matter, reporting results over time, and translating those results into actionable insights that you can apply to improve your brand marketing strategy.
A social listening strategy will help you understand your brand performance, consumer sentiment, your competitors, marketing, and industry. Let’s check out what you need to do…
Choose your brand intelligence platform
A platform that gives you intelligence about your brand across the board - consumers, competitors, social media, market. And that can be tailored to your needs, will ensure you understand consumer trends, consumer behavior, and the consumer journey(s).
A platform that gives you the ability to track and analyze your online performance, benchmarked against your competitors. Engagement, sentiment, impressions, SOV, paid ads…
Brand intelligence example - Sentiment analysis shows that brand A has more negative sentiment compared to its competitors.
Not only will you learn how consumers initially engaged with your brand, but also the route they took, be it on a social platform, your website, via a blog post, etc.
But, it doesn’t end there. You can also identify how consumers are using your products, where they’re using them, and which brands they’re partnered with.
Image recognition was used to monitor social media on World Cocktail Day, showing that the majority of the 9K posts shared images of cocktails being enjoyed in multiple settings.
Use the insights you find to ensure your marketing campaigns are targeted to the right audience. Your products are what consumers want. And, your competitors aren’t stepping on your toes.
Set your goals
Before launching your brand intelligence strategy, you must establish your goals. Goals could include…
- Improving your brand reputation
- Promoting new products/services
- Driving new sales
- Reducing customer churn
The brand intelligence solution you choose needs to collect data regularly and in real time. Consumer behavior and sentiment changes on a daily basis. Shifts in behavior and brand perception can be caused by many things. Such as the current cost of living crisis, or when new trends start trending. They’re things you can’t control, but should quickly adapt to.
Benchmark against competitors
What are your competitors doing? How are they getting consumers to buy their products? What do consumers think of their products? What sentiment are customers showing towards your competitors?
With a deep understanding of your competition, you’ll be able to ensure your brand and products stand out in your industry.
Perform trend analysis
Being able to spot emerging trends is a crucial part of your brand strategy. Understanding what consumers are talking about. What products they want. It means that your product development will meet real consumer needs, as opposed to launching products that you think consumers want.
Brand intelligence solutions ensure that your brand leads in your industry. That your products differentiate you from your competitors. Leading, rather than following.
Collect the data
Brand intelligence tracking will surface real-time consumer data that’ll help you and your teams improve your offerings. Your products. Services. Your customer support. Paid, earned, and owned campaigns. Brand health and reputation.
Actionable insights from real-time user feedback to enable data-driven business strategy decisions. To understand your brand's strengths and weaknesses.
There’s several types of brand intelligence data to collect…
Qualitative data
Data that can’t be counted or measured. Non-numerical. Words and phrases that describe your brand, collected from text, images, audio, and shared with data visualization tools such as graphs, infographics, word clouds, etc.
Talkwalker sentiment analysis data visualization.
Qualitative data represents the sentiment expressed by consumers towards your brand. It can be positive, negative, or neutral.
Quantitative data
Quantitative data can be counted or measured. Numerical and statistical. In your brand intelligence strategy, this data would include brand mentions, website visits, email open rates, clicks on your paid ads, etc. It can be collected from blogs, social media, customer feedback, reviews, news, etc.
Real-time data
Qualitative and quantitative data is historical. While valuable, real-time data shows you the now. A tool like Talkwalker Alerts allows you to create real-time notifications of your brand mentions.
Not only can you monitor your own brand mentions, but those of your competitors too.
Competitor data
Using Talkwalker Alerts again, monitoring your competitors must be part of your brand intelligence strategy. You’re in the same industry, talking to the same consumers. It makes sense to be a part of this conversation. To listen to consumer conversations about brands, products, pain points, and more.
The data you collect - qualitative, quantitative, real-time, competitor - will give you the brand intelligence you need to understand how your brand is perceived.
Brand intelligence solutions
I'm going to show you two brand intelligence software solutions. In my opinion, the best on the market. Depending on your business needs, we've free and paid…
Talkwalker Alerts | Free tool
Talkwalker Alerts is a free brand intelligence solution that monitors online mentions of your brand and keywords on news sites, blogs, websites, forums, review sites, and Twitter. You’ll receive notifications of every single mention directly to your email, as they happen or once a day.
Talkwalker Alerts - free brand intelligence tool.
Need to learn the most common topics and keywords to target, and Boolean operators that’ll narrow down your search, so that you receive only relevant mentions of your brand? Take a look at How to monitor brand mentions with Talkwalker Alerts.
Talkwalker | Consumer intelligence platform
It’s time to move beyond traditional market research and embrace AI-enabled consumer intelligence.
Tracking behavior, brand mentions, competitors, etc., is the only way to understand what’s happening in your industry. How consumers feel about your brand. How they feel about your competitors. So you’ll be able to meet consumer demands now, and in the future.
Use our consumer intelligence platform to track and analyze conversations online. Monitor specific brand names, sentiment, audience demographics, topics, trends, hashtags, specific accounts, websites, etc.
Our platform offers many brand intelligence solutions to protect your brand identity, increase brand awareness, protect your online reputation, detect a crisis, including...
- Sentiment analysis - find and analyze consumer sentiment in 127+ languages, with up to an average of 90% accuracy
- Quick Search - our unique social media search engine that analyzes billions of conversations
- Image recognition - the industry's largest database of 30,000+ logos, scenes, and objects
- Video analytics - AI-enabled image analysis feature that captures 3x the number of mentions
- Speech analytics - speech-to-text technology to find previously hidden mentions, including podcast monitoring
- Text analytics - collects unstructured data and identifies patterns and trends. Text analysis tools analyze the relationship between words - categorizes, tags, annotations, visualizes, and predicts
- Predictive analytics - AI technology that finds patterns in data invisible to the human eye to forecast changes in consumer behavior
Talkwalker predictive analytics shows the evolution of results, engagement and reach that can be forecast up to 90 days into the future.
Take care of your brand
Our consumer intelligence platform offers a brand intelligence solution that enables real-time brand monitoring from social media, blogs, reviews, forums, broadcast, new sites, and more.
Collect and interpret the data that surrounds your brand, to understand consumer sentiment, protect your brand reputation, and your customer base.
