Whether you’re launching a new brand or updating your existing one, it’s important to get your product, personality, and messaging right. Your brand is the face of your business, but it can’t rely on the elements and aesthetics that appeal to you personally – the most important factor is that it appeals to your target audience and they connect to it. The best way to strike this fine balance? Brand research.
What is Brand Research?
As the name suggests, brand research is the process of investigating and understanding an existing brand; we call companies we work with to develop their branding strategies and we often use insights from previous research to develop a new strategy for them.
How do you do it? Cost-effectively, you can conduct research on your own, but there are some major pitfalls to be aware of. If you’re not sure what you’re doing or how to find what you need for your research, then lean on someone who has already done it – someone that knows what they are talking about, who can navigate through the murky world of research, and who will actually do something for you that’s effective and results-driven.
Who is a great fit for your brand research?
The truth is, nobody really knows what makes a good brand. It’s a combination of many different things – the right aesthetic, the right packaging design, the feeling you get from being around it – but what’s most important about brands is that they connect with people. The best person to do your research is the one who understands how to connect with others on a personal level. We’re about connecting people with brands that work, but we also want to help those that don’t work.
What are the most important things to look for in a brand?
Our creative process is all about discovering what’s unique about your brand. So it’s not about finding someone who will find out what they think about your brand is right or wrong. You need someone who can uncover what you love but doesn’t know how to express it.
It’s about discovering the things that are most important to you and connecting those with the role of your brand in the lives of your customers. We want to ensure that every decision you make as a business is coming from a place of authenticity, so we do this by studying every aspect of both your business and the people you want to sell it to.
What are the most important things to think about when doing your brand research?
Brand research is among the vital components for successful business positioning. Many studies have shown that more than 80% of all brands fail within 5 years, so it’s crucial to create a brand that people will want to buy from. We need to understand what makes your business unique, why people connect with it, and how you’re going to help them find what they want.
If you’re not sure what makes something “unique” or why people connect with it, then simply don’t do it – no amount of analysis will give you an answer. There’s a right and wrong approach with any brand, and we’re here to help you find that balance.
How we help you:
Our Brand Research team will help you design a brand strategy based on the facts of your business as well as the insights about your customers. We’ll be talking through your goals for your business, as well as providing useful insight based on our considerable understanding of market research and branding strategies.
If you’re looking to create a new brand or refresh an existing one, this is where it starts. It’s all about connecting with the customer and having them understand what makes your product, service or company unique. Sometimes what we think is connecting with the customer is simply the wrong thing to do, and we’re here to help you find that balance.
Interested in reading more about brand research? Branding – Elements to Build Brand Identity is a great place to start if you are interested in building a brand image.
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