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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Recently I had the opportunity to join a panel discussion hosted by Fourth Day PR at London’s iconic Somerset House, to talk about the rising challenge of misinformation and disinformation for PR professionals. 

On the panel I was joined by three other industry experts: 

Katy Howell, CEO of social media marketing agency, Immediate Future

Rob Waugh, a writer, journalist and editor focusing on tech

Max Templer, Research Director at strategy consultancy, Think Insights

I’ve recently joined Meltwater as Vice President, Product Management - Global Applications & Architecture, having worked in the mis- and dis-information space for many years, and it’s interesting to see this topic become such a huge issue; I’m invited to many more of these events now than at any time in the past.

The panel began with us discussing the current scope of the problem, which everybody agreed was a huge and growing challenge. 

As AI content generation tools grow in sophistication, particularly video creators like Google’s Veo and OpenAI’s Sora, the ability to create highly convincing fakes is becoming a trivial matter. Bad actors are already exploiting this technology at the state level, for propaganda purposes, as are individual influencers who have found ways to profit from misinformation. 

AI is exacerbating the problem in another way, by understanding what kind of content users are more likely to engage with, algorithms can ensure they are fed more of the same. So the filter bubble first caused by algorithmically curated social media feeds is going to become far worse in the AI era, as audiences are given an increasing volume of disinformation specifically tailored to their tastes.

This is all having a real-world impact on brands, and we’re seeing a growing number of examples of businesses being hit by disinformation attacks. This isn’t a warning about how bad things could get in the future - it’s already happening, and brands need to deal with the problem. 

The panel had a range of suggestions for how to manage this new challenge, but I think one of the most important tools at our disposal is what I call vectorized monitoring. 

Typically large brands, like the one in the example above, will use legacy and social media monitoring tools to track mentions of their company, and other important keywords closely related to their business, looking for unexpected spikes that could signify a looming crisis. 

This approach can be a blunt tool, especially for large organizations which are likely to see huge volumes of brand mentions all the time, making it difficult to identify those which could signal a potential problem. But with tools like Meltwater using vectorized monitoring, we can use AI to match on meaning. This means understanding the context of mentions, making it far easier to surface early signs of emerging narratives before they explode.

But, of course, monitoring is only part of the answer. The strategy of pre-bunking was also discussed, which means getting ahead of potential narrative attacks by publishing content that consistently demonstrates commitment to your organization’s values or counters known and likely attacks. 

The value of pre-bunking is that when faced with a situation where your brand is falsely accused of behaving poorly, you will already have established proof points that show what your values really are. 

The panel also discussed the value of publishing on owned social channels versus propagating messaging through earned media when responding to disinformation. Earned media lends credibility, especially when supported by expert reporters and strong editorial standards. But social media is often the first place a journalist might look before writing a story, it’s the first place consumers look, and also the fastest place misinformation spreads. The trick is understanding where your audience actually goes for trusted information and aligning your strategy accordingly.

The discussion ended on a sobering note: the rise of AI-generated search results may supercharge misinformation by tailoring content directly to users’ biases and beliefs. As people move from search engines to conversational AI for information, the PR industry must adapt once again.

But there may be an upside to this. As skepticism grows, audiences may begin to seek out verified, expert-backed sources more than ever. Credible publishers, and the brands that invest in authentic, transparent communications, could become beacons of truth in a growing ocean of mis- and disinformation.

How PR Can Tackle the Growing Disinformation Challenge

Metrics matter in brand management, but you need to be selective about what brand metrics you use to avoid getting lost in a sea of data. Choosing the right brand metrics means you can make more impactful and strategic business decisions. 

Instead of getting bogged down by vanity metrics (looking at you, 10K Instagram followers), you should use tangible metrics that give you insights into how your customers think and feel about your brand.

Let’s take a dive deep into the important brand tracking metrics that will set you up for success.

Brand metrics are the vital signs of your brand's health. They’re essential pieces of data that show how others perceive your brand. They will show you whether your brand is thriving or getting lost in the noise.

Learn more about building and maintaining brand loyalty and brand awareness

With brand tracking, sales figures alone are not enough to measure brand performance — they tell a small part of a much bigger story. You also need to consider brand awareness metrics like brand recall, customer engagement, and net promoter score. 

These metrics expose nuances about the why behind your sales, giving you an inside look at where your brand excels and where it might fall short.

Measuring brand awareness illustrates how familiar people are with your brand. If they don’t know you, they can’t buy from you. And if they do know you, they also need to trust you before they’re willing to purchase.

You can sort brand metrics into a few different categories, including:

Understanding public perception of your brand through sentiment metrics can help you manage your brand’s reputation and monitor for potential crises.

You can track brand sentiment through surveys, on social media, and reviews. Brand tracking software like Meltwater can monitor consumer sentiment in real time and show you how people are talking about your brand online.

Sentiment metrics are based on the general tone around how people view and comment on your brand. 

Want to see Meltwater's suite in action? Fill out the form below for a personalized demo!

A brands performance metrics indicate brand health from a profitability and awareness standpoint. Essentially, it measures how you're pacing against your business goals. Metrics to track for brand performance include:

Strong brand marketing is essential for building customer loyalty, which heavily influencers the other metrics on this list. Metrics and marketing KPIs indicate how well your messaging is resonating with current and potential customers. 

Content metrics (such as time-on-page or pages-per-session)

For more, check out must have marketing KPIs, email marketing metrics, and content marketing metrics

Regularly monitoring your brand reputation means you won't get caught off-guard if a crisis is brewing. Social listening solutions like Meltwater can help you keep tab on your reputation by flagging when a spike in mentions occurs and alerting you in real time. 

Learn more about managing brand reputation

Measuring brand awareness and performance can take many forms. We’ve narrowed down 10 essential brand metrics examples to track as part of your wider brand strategy.

Net Promoter Score (NPS) measures the likelihood of customers purchasing your brand again, on a scale of 1 to 10. It's calculated by subtracting the percentage of detractors from the percentage of promoters:

Scores of 9 or 10 indicate a high likelihood of being repeat customers, or promoters.

The higher your NPS, the more positive your customer experience is and your potential for brand advocacy is increased. This is good news for organic growth through word-of-mouth marketing.

Measuring brand consideration metrics like loyalty reveals how much work you might have to do to get customers to keep buying from you. Loyal customers are those who consistently choose your brand over another option. 

Typically, loyal customers are less price-sensitive and will provide consistent revenue. They’re also more likely to advocate for your brand and share it with others, which can help you drive more organic growth. 

Customer satisfaction (CSAT) surveys tell you how satisfied customers are with your product, service, or a recent experience. Your satisfied customers are more likely to stay loyal and share their positive experiences with others.

CSAT, brand loyalty, and brand sentiment all fall under the brand reputation management umbrella. Comparing these metrics can give you a better idea of whether your reputation may be at risk and help you figure out how you can get ahead of it.

Share of voice refers to how much of a conversation you command compared to other brands. We measure share of voice using social media mentions, PR coverage, and advertising. 

A higher share of voice can indicate how much you dominate your industry. The higher the share of voice, the greater the brand awareness and influence.

Another slice of the brand consideration metrics pie, brand recall refers to your customers’ ability to remember your brand when they’re ready to make a purchase. The higher the brand recall, the more likely you are to be the first company a customer thinks about when making a purchase.

One of the most overlooked brand measurement metrics, customer lifetime value (CLV) measures the total revenue a business can expect from a single customer over the life of the relationship. 

A high CLV indicates your brand is doing well at retaining customers. This is key for long-term profitability and reducing customer acquisition costs.

Customers need confidence in the products and services you sell. Measuring brand trust will help you see where you stand in building long-term relationships with customers.

When customers view you as reliable and authentic, they’re more likely to continue buying from you and may even stand by you in the event of a crisis.

Engagement metrics can help with measuring brand awareness. Things like likes, shares, and comments show you whether your marketing is resonating with your audience. 

Even better, engagement can also help you grow brand awareness. When people engage with your content, it signals to social media algorithms that people found your content valuable in some way. This can encourage the algorithm to show your content to more people, giving you more opportunities to grow your audience and gain even more engagement. 

TIP: Check out our blog for a deep-dive into the social media metrics you need to keep an eye on.

Brand health metrics like awareness, sentiment, recall, and engagement give you context about another essential metric: conversion rate.

Conversion rate is the percentage of visitors or leads that complete a desired action, such as purchasing a product or signing up for a service. A high conversion rate indicates you excel at convincing customers to take the next step. They see something special in your brand and want to be part of it.

What do people associate with your brand? Are they making connections that align with your brand values or are there gaps? Brand associations feed into customer values. If your brand misaligns with what consumers are looking for from the brands they choose to support, you will quickly lose market share and fall behind your competitors. Manage you brand association by learning about your customers with consumer insights.

Of these brand metrics to track, you’ll want to choose the ones that are the most relevant to your strategy. We recommend dialing in on a few key metrics that give you the most complete picture of your brand health without weighing you down in numbers and data points.

Ultimately, you need to decide why these brand metrics matter and how they can help you improve your brand’s performance.

First, we suggest starting with a goal. What exactly about your brand do you want to change?

Rebuild trust after some bad PR coverage?

From sales and revenue to sentiment and share of voice, there are plenty of ways to measure your brand’s impact. The 10 top brand awareness metrics covered in this blog will offer a comprehensive picture of how your brand is performing against your competitors.

10 Brand Awareness Metrics to Measure Your Performance

Every person has a unique identity that allows others to perceive who they are based on what they see and hear about the person. The same is true for corporations.

Your corporate identity acts as a persona that lets people get to know your company, its values, and what makes it unique. It’s a way for companies to differentiate themselves in the market and appeal to its customers beyond the products or services it sells.

Competition is high and attention spans are low, which is why a brand management strategy that includes a strong corporate identity is an absolute necessity. Here’s how you can create your corporate identity that sticks.

Steps to Develop a Strong Corporate Identity

Maintaining and Evolving Corporate Identity

Using AI to Support Your Corporate Identity Strategy

Corporate Identity definition: The overall image and reputation a company represents to the public, including its values, mission, and personality.

Your corporate identity is the full expression of your public persona. It reflects how a company sees itself and how it wants others to perceive it. 

A strong corporate identity can help build trust, recognition, and an emotional connection with your stakeholders. It influences everything from marketing to customer service and even talent recruiting and retention.

But don’t confuse corporate identity with brand identity:

Corporate identity reflects the entire organization and how it presents itself to all stakeholders (e.g., customers, employees, investors).

Brand identity focuses on the personality and presentation of a particular product or service, taking more of a consumer-facing role and targeting a specific audience.

If your corporate identity is your company’s professional wardrobe, posture, and resume, your brand identity is the style, personality, and charm that wins over the room when you speak.

Not sure how audiences view or feel about your brand? Meltwater Social Listening can help you get a baseline from which to refine your corporate identity!

See how AI can help you jumpstart an appealing corporate identity! Just click here and fill out the form below for a personalized demo. 

Corporate brands span a wide range, from fun and whimsical (like Chobani or LEGO) to tech-forward (like Facebook or Apple) to luxury and elite (like Dior or Rolex). There’s no “wrong” answer, as long as you’re authentic about the image you represent.

Here’s what a corporate identity typically includes:

Brand voice, tone, and communication style

Companies have control over their brand identities. The key is to build and shape it intentionally and proactively. 

Building a corporate identity takes a strategic approach. To start, you’ll need to align how you want your company to look, sound, and behave with what you want your company to stand for. 

These steps to designing a new brand identity for your business can get you started.

Take a hard look at your brand’s current position: What does your existing logo look like? Does your website reflect your company’s branding elements? How do employees feel about your company? 

Now decide what’s working well and what isn’t. Find what feels outdated or inconsistent. A brand audit gets you in this mindset so you can uncover your strengths, weaknesses, and where there’s room to grow.

Once you know where your corporate brand stands, you can decide where you want it to go. Your brand strategy framework should clearly outline your mission, vision, values, and unique value proposition. 

Most importantly, your strategy should connect your identity to your business goals and your audience’s needs. 

For example, do you want to be seen as innovative? Reliable? Luxurious? Defining that positioning is key.

Visual elements bring your corporate identity to life. Your logo, color palette, typography, and imagery all play a role in how people recognize and remember your brand. 

Reflect your company’s personality across all of your visuals, from your website to your business cards.

Create brand guidelines to support anyone handling any aspect of your brand. For example, you can create media kits for external PR partners and resources for internal marketing and customer service teams. 

The key is to document how you want your brand to appear in any and all communications, including email, social media, press releases, your website, and customer service and sales channels. This creates a consistent image so you can present your company the same way at every opportunity.

TIP: Our article on how to build comprehensive Social Media Guidelines for your employees can help you get started!

Your business grows and evolves over time, so naturally, your corporate identity might evolve, too. 

Brand management matters just as much as brand creation. You put the work into developing your corporate identity, now you need safeguards in place to protect it.

These strategies can help you maintain your brand and ensure it continues to reflect your company’s core mission and values.

Periodically review branding materials to weed out old elements and ensure you’re presenting the most current version of your image. Consistency and relevance allow your branding to keep working on your behalf.

Educate staff on brand guidelines to maintain internal alignment. Provide training to anyone who may handle any part of your branding, including customer service, sales, marketing, and even IT because they work with email signatures and websites.

Markets change, audiences shift, and trends evolve. Your corporate brand will likely experience little shake-ups over time, which may affect how you want the public to view you. Brands can adapt without the need for a ground-up rebranding.

Need inspiration for your corporate identity? Take a look at two world-renowned brands that have mastered the art of corporate image.

Apple’s consistent visuals and communication strategy have solidified its corporate identity. It extends its image into all of its products, services, in-store experiences, and marketing. 

Sleek packaging, intuitive technology, and consistent imagery (like the iconic Apple logo) reflect the brand’s values. The company has established itself as a leader in innovation, simplicity, and a premium user experience.

Other elements that reinforce Apple’s corporate identity include:

A minimalist visual design with clean lines, white space, and a modern aesthetic across products and packaging.

Glass walls and hands-on experience in every store reflect Apple’s commitment to design and usability.

Seamless integration between devices reinforces its identity as a forward-thinking, user-centered tech company.

Apple doesn’t just sell products; it sells a lifestyle that reflects creativity, status, and simplicity, all of which are embedded into its corporate DNA.

Just as Apple isn’t only a tech company, Starbucks isn’t just a coffee brand. It’s established itself as a “third place” between work and home. People view Starbucks as a space where they can connect, relax, and feel seen, regardless of the location they visit.

Key elements in Starbucks’ corporate identity include:

Consistent ambience with good lighting, cozy seating, and curated playlists, which create a familiar environment in every store worldwide.

Calling customers by name and customizing drinks adds a personal touch aligned with their values of connection and inclusion.

Sustainability messaging, including ethical sourcing and eco-friendly initiatives, helps to reinforce its values.

Starbucks isn’t just a place for pricey coffee; it represents a welcoming space where people feel a sense of belonging.

Creating a strong corporate identity takes intention, creativity and consistency. In a digital-first world, it also requires insight.

Meltwater’s AI-powered tools like social listening, consumer intelligence, and media monitoring give brands a deeper understanding of how others perceive them, what their audiences care about, and where gaps in messaging or experience may exist. 

AI analyzes millions of conversations in real time to give you an up-to-the-minute look at your brand. Surface trends, sentiment shifts, and brand associations you might otherwise miss, allowing you to refine your identity, evolve visuals, and adjust your tone to align with your audience’s expectations.

Think of your corporate identity as an ongoing strategy of listening, adapting, and connecting, not a one-off project. With Meltwater in your toolkit, you’re better equipped to create a corporate identity that stands out and resonates with your audience. 

See how Meltwater's AI-driven intelligence suite can help you nail down a corporate identity your audience will love when you request a demo below!

Building a Strong Corporate Identity: Key Elements and Strategies

Brand loyalty is your most powerful trump card. When customers are bombarded with options, a familiar face can make the difference when it’s time to buy. 

Think about it: When’s the last time you reached for a product without thinking twice about it? It might be your go-to coffee, a pair of shoes, or your favorite moisturizer. That’s brand loyalty in action, giving you confidence you’re buying a good product.

Brands that build true loyalty thrive. Their customers spend more because they trust the brand and its offerings. Customers advocate harder for their favorite brands because they trust them well enough to recommend them to others. 

Most notably, your most loyal customers will stick around longer, even as competition surges. They know making a switch can be risky, but they know exactly what they’re getting from you.

Here’s how you can incorporate brand management strategies to build brand loyalty and gain a competitive advantage that works nonstop on your behalf.

Strategies to Build and Strengthen Brand Loyalty

Case Studies: Brands with Strong Loyalty Programs 

The Role of Digital and Social Media in Brand Loyalty

Building Brand Loyalty with AI-Driven Strategies

Brand loyalty definition: A customer’s decision to continue purchasing from a brand, even when faced with new options.

The brand loyalty meaning runs deep. It describes your audience’s desire to buy from and support a brand.

It’s similar to customer loyalty, but customer loyalty vs. brand loyalty varies in its focus:

Customer loyalty emphasizes the loyalty of individual customers.

Brand loyalty focuses on the overall reputation of a brand and how others perceive its value.

The Meltwater Blog

How PR Can Tackle the Growing Disinformation Challenge

10 Brand Awareness Metrics to Measure Your Performance

Building a Strong Corporate Identity: Key Elements and Strategies

Brand Loyalty: Strategies to Build and Retain Customers

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Customer Journey Analytics: Full Guide

How Brands Are Leveraging the Substack Boom

AI in Marketing: Examples and Use Cases

Generative AI for Ads: A Comprehensive Guide

The Top EV Purchase Drivers, According to Social Media Users

AI Marketing Insights: Unlocking Smarter Strategies