A negative review isn’t just a problem for your reputation. It’s a moment when your brand gets to show people what you’re actually like.

Nobody likes negative feedback, especially when you know how much work went into delivering the thing being criticised. Your first instinct might be to defend yourself or explain what really happened. Or, occasionally, write the reply you wish you could post…and then wisely don’t.

But negative feedback is actually a useful branding moment because people aren’t only watching what the unhappy customer says, they’re watching what you do next.

So if you’re dealing with negative reviews or feedback, I’d look at three things.

Firstly, what’s actually being criticised? Is it the product? The service? Communication? The process? The expectation? Or simply that the customer wanted something you don’t provide? Those are very different problems and treating every negative comment as a reputation issue can mean you miss what’s actually happening.

Secondly, how does your response sound? Read your response without knowing which side you’re on. Does it sound defensive? Dismissive? Overly corporate? Or does it sound like a real person who has listened? Your response is part of your brand experience too. And importantly, it’s not only being read by the person who complained. Other potential customers are watching.

And finally, what happens afterwards? This is the bit businesses often overlook. If the same complaint keeps appearing, replying politely isn’t enough. The feedback might be telling you something about the experience you’re delivering. So look for patterns. Don’t just look at the review in front of you. Look across the last six months. What keeps coming up? Because one unhappy customer might be an isolated incident. But five customers describing the same frustration? That’s information.

A strong brand isn’t one that never receives negative feedback. It’s one where people can see what happens when something goes wrong. Because your brand isn’t only what you say when everything is going well. It’s how you behave when it isn’t.

See you next time for Squark Design’s Branding Bites.