← DictionaryBrand Sentiment
The positive, neutral or negative tone of what people say about a brand.
The mood of the conversation about you.
What It Is
Brand Sentiment sits on the Brand side of the work, in the Brand Value area. What it actually refers to is the positive, neutral or negative tone of what people say about a brand.
It is something measured and compared over time, so one reading in isolation tells you almost nothing. That is the version worth keeping, because it survives contact with a real project.
How It's Used
Most of the time Brand Sentiment is used in positioning conversations, identity decisions and the language a business commits to. It is usually discussed together with Brand Perception and Brand Reputation. The practical test is whether it is measured the same way each period, against something.
Why It Matters
Ignoring Brand Sentiment rarely fails loudly — it fails slowly. When it is unclear, every later choice about message, design and channel is made on sand. It is worth pinning down before anyone builds on top of it.
It is a number on a dial. The number only means something next to yesterday's number. The mood of the conversation about you.
Termshift™
How the meaning shifts depending on who is using it, and where.
Practitioners use Brand Sentiment as shorthand and expect no explanation — the positive, neutral or negative tone of what people say about a brand.
Outside the industry, most people would just say: the mood of the conversation about you.
The Bottom Line
Treat Brand Sentiment as a decision, not a description. The mood of the conversation about you.