Customer feedback is a key element in building a corporate identity. In the business world, feedback and testimonials are golden, but many of you aren’t getting as much as you’d like. If this is the case for your brand, it’s time to put out the feedback welcome mat.

For most consumers, contracting with a brand that’s either new or new to them can be unnerving. Maybe they’ve been burnt on price in the past. Or maybe a contractor left a mess. Or maybe the work was sub-par. In any case, they’d prefer to move forward only with the support of feedback from customers who have “been there and done that” with your brand.

This is one way your corporate identity can benefit from feedback: it will act as a limitless referral, reaching everyone who comes in contact with your website, for instance.

There’s more, though.

Feedback is not only valuable for prospective clients, it’s a powerful tool that you can use to build your corporate identity from a brand strategy viewpoint. Feedback will give you the confidence to step out of your comfort zone and to aspire to your competitors’ heights…and beyond. It will also provide key insights into what you’re doing right with your current customers, so you can replicate those actions for your future customers.

Build Corporate Identity by Asking for Feedback

If you’re like most business owners, positive feedback isn’t rolling in. You know that your clients are happy, because they’re making referrals, but they’re not writing to you or calling you to tell of the great results they’re enjoying. If this is the case, you might be doing enough to maintain your current clientele, but you could be doing more to grow your corporate identity…and in turn, your brand.

You must ask your loyal clients for feedback. In my experience, customers are very willing to give feedback to a deserving brand. Not only does the feedback give them a chance to sing the praises of a brand they love, it gives them a chance to make themselves (and maybe their own brand) more visible.

When you ask for feedback to build your corporate identity, be specific. Here are some questions you might ask:


  • “What was it that made you decide to go with us in the beginning?” The answer to this could be a referral, any one of your brand-building efforts, or an attractive brand facet. No matter what the answer is, there will be other consumers out there looking for the same thing, and this feedback will speak to them.
  • "What made you come back for more?" Consumers are looking for brands they can trust, and with which they can establish lasting relationships. Answers to this question will establish your brand as one with long-term loyalty potential.
  • "What prompts you to refer us to your friends, family, or colleagues?" The answers to this one will speak volumes, and will give you significant direction in building your corporate identity. When a person makes a referral, they’re putting their reputation on the line. When they do so, they are expressing complete trust in your brand.

The answers to these questions will give you the information you need to shape a corporate identity that caters to the needs of your target audience. It will help you decide what language to use, what pains to address, what industry objections to counter, and what specific products or services to promote.

Don’t waste another minute. Put out the feedback welcome mat. Ask questions that will keep your clients focussed in their responses and make it simple for them to submit it to you. Then use that feedback in places where you believe it will reach people who have fears or objections about your brand or your industry. Hearing others talk about how your brand breaks convention by offering something better will quell fears and prompt action.

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