The true value of brand research lies in how it drives strategy, ensuring your brand grows in alignment with its goals. By focusing on your
brand cornerstones, an expert-led approach begins with identifying where your brand excels and where it may fall short. Is your
brand equityWhat is Brand Equity?
This refers to the value derived from consumer perception and attitudes about the brand. High brand equity means consumers trust the brand and are willing to pay more for it.
Positive Impact
High brand equity can command premium pricing, foster customer loyalty, and provide a competitive advantage in the market.
Negative Impact
Low brand equity makes it difficult to command premium pricing and can lead to decreased market share and profitability.
Metric Tracking Method
Conduct regular brand health studies or brand valuation assessments to determine consumer perceptions, brand recognition, and the monetary value of the brand.
strong enough to justify premium pricing? Does your
brand identityWhat is Brand Identity?
This encompasses the visual elements that represent the brand, such as the logo, typography, colors, and packaging.
Positive Impact
A strong brand identity creates instant recognition, differentiates the brand from competitors, and fosters a sense of trust with consumers.
Negative Impact
A weak or inconsistent brand identity can lead to consumer confusion, diminished trust, and reduced brand recognition.
Metric Tracking Method
Utilise brand recall surveys, design feedback tools, or A/B testing to gauge how effectively the visual elements of the brand are resonating with consumers.
create recognition and trust? Are your
brand associationsWhat are Brand Associations?
The ideas, feelings, qualities, and values consumers associate with a brand. For instance, "innovation" might be associated with Apple, or "safety" with Volvo.
Positive Impact
Positive brand associations reinforce the brands value proposition and enhance its desirability in the market.
Negative Impact
Negative or unclear brand associations can dilute the brands value proposition and tarnish its image.
Metric Tracking Method
Analyse keyword associations in consumer feedback, conduct association surveys, or utilise semantic analysis tools.
aligned with the values your audience holds dear?
To answer these questions, we start with targeted research. This might include quantitative methods, such as surveys and competitor analysis, to establish a measurable baseline, or qualitative techniques, like focus groups and interviews, to uncover deeper emotional connections. For example, if customers seem uncertain about your brand’s promise, we investigate whether your visuals, messaging, or customer experience is causing the disconnect.
With the baseline findings in hand, we strategise a plan to alleviate the issue. This might involve refining your visual identity, adjusting your tone of voice, or realigning your positioning to better connect with your market. Once these changes are implemented, follow-up research ensures progress is on track. Using the same methods that identified the gap, we measure improvements and fine-tune the strategy. This cycle of discovery, implementation, and validation ensures your brand continually evolves and remains aligned with its goals, ultimately strengthening every cornerstone of its foundation.