Brand innovation is one of the key ways to stay ahead of the market. Products and services are constantly being adapted to meet customer needs and stay relevant. But how do you ensure that the changes you make will improve sales and profits? And what about marketing strategies?

How do companies use social networks to innovate?

Social networks are an essential tool for brand innovation. Posts on social networks provide insight into customers' attitudes towards a brand, also known as "social sentiment".

Posts can contain valuable information about customer satisfaction or criticism of a product or service.

The information also contains clues about what customers are missing in the current market, such as certain products and new features that customers would like to see in an existing product.

Social media monitoring allows you to gather social sentiment. Companies use specialized software to monitor social media activity (Facebook, Twitter, etc.) and automatically detect all comments, posts and tweets mentioning their brand. The data is analyzed and classified as "positive", "neutral" or "negative".

This information is used to track customer reactions and is used to design innovation strategies for the brand.

How do you combine product innovation and brand identity?

Brand identity is the visual representation of the brand - color, design and logo. For brand innovation to be successful, it must match this visual identity. A brand must be visually and conceptually consistent or it will confuse and alienate customers.

Consistency in packaging, labeling, advertising, etc. is crucial, especially when adding new products.

Customers must be able to identify a product with an established brand. If they cannot identify the brand, they will not be able to attach importance to it.

Granular analysis of customer sentiment, persona psychology helps maintain consistency between innovation and brand identity.

Innovative marketing strategies make a comprehensive analysis that demonstrates the customers' perception of the brand.

A clear picture of customer sentiment informs data-driven marketing, improving the success rates of brand innovations.