What is Brand Research?

Brand research generates insights to help clients achieve competitive brand awareness, product and customer experience strategies. It specifically assists in the creation and curation of strong, distinctive brands. Brand market research helps achieve competitive advantage through objective, insight-based ideas, and recommendations on products, services, or customer service strategies.

Brand research is a process that makes use of the efficacy of experiences to create a powerful brand.  The results have a direct and visible effect on the activities undertaken by the company that is conducting the study.  Conducting brand research is pivotal to getting the information you need and how to communicate that information effectively to your customers in a way that is relevant and meaningful.

Brand research is advised as a valuable extension of attraction marketing such as other brand marketing or attraction marketing, where you use your products, services, and experiences to convey your message to people.  Brand research in itself is a highly powerful marketing strategy that will help your company tell a different story.

Brand experience allows you to understand your customers better.  It can help you find people that are looking for a particular service or product.  If you find that your target customer base is interested in what you offer, you can use that as an advantage to create a unique offering so they can put it to good use.  

For example, if your competition is selling products like yours, you have just found a way to create an advantage by creating a product unlike theirs. The product is unique and will help you dominate the competition.

Brand research tasks related to a company include knowing the following:

Understanding your competition is important because it will let you know whether your competitors actually understand their target customers or not.  It is not enough just to compete; you need to offer something different. 

Here are some things to understand and consider.

How can you stand out from your competitors?  

Knowing your customer is the key to being able to provide them with a quality product or service.

What does your customer look like?  

By knowing who your customers are, you can find ways to capitalize on this information even better.  For example, you can find the most commonly used product or service similar to what you offer.

What is your customer’s main concern?  

Knowing where your customers are in the buying process is very important because If you can understand what puts them in a buying mood, you will know what kind of product or service to offer them.  This will help you to understand their thinking.

Targeting certain markets is also important when it comes to determining your products, services, or story.  If you can determine the need or desire of one market segment, you can target that market segment specifically with your website, advertisement, or direct mail, which will be more effective.

Keyword research related to brand marketing is also important if you want to know how to connect with your profile group & focus group audiences.  Keyword research involves putting together a list of words and phrases that are frequently used by your profile group of people in reference to your type of product or service.

Research into Behavioural Marketing 

Once you have the theme or feeling that you are looking for, then you should start to look into how to do this type of research.  This involves an in-depth study with more and more focus on what is actually happening, and by using this information you will know what you need to help in the next phase of the research process.

For example, if you have recently started raising and breeding “Red Golden Retrievers”, then you will want your research to target “red groomers” and “red golden retrievers”.  It is essential that you follow this research step by step so you will be able to collect the data that is needed to make sound decisions in the future related to your brand. 

If you don’t have the resource or expertise to conduct a product launch or research yourself there are companies that specialize in research services, brand positioning, and qualitative research, like ourselves here at Critical Research, so please feel free to get in touch.

If you are starting a business, then you should first pinpoint what type of market you want to target. 

Do you want to target people in a specific area? 

Are you looking for people that have certain income levels? 

As you can see, there is a myriad of issues that must be addressed when you are looking at market segmentation. 

You must research well and carefully so that you can get the most information to your potential audience.

Targeting more than one market segment allows you to tap into niche markets that your audience will have a more positive opinion about. You can attract the type of people you are looking to target and find a way to instantly attract this type of customer via direct mail.

Other important considerations are not only the product or service itself, but also the whole experience of buying and selling, purchasing your business, identifying the visitors that are most likely to buy, and this completes the picture.

For instance, how will you know if your website, squeeze page, or capture page is working?

Will you know if it is converting, who is buying your products or service details, and does it seem to be working?

If you are going to take a call to action approach, will you know if it is working and if it is turning into a call for action, is it making a call to action, is it sending your customer to another site, and is it sending them to a call to action?

Here below are some other associated research that you may find useful in your brand strategy, brand identity, and brand perception planning.

What does a Responder E-Mail List Need?

A Responder Opt-in List is defined as a list of users who have responded to an advertisement or a specific email sent to them. This list contains users who have opted-in to receive further information, confirm their subscription to receive additional information or updates about a specific product or the company. It helps to establish more effective, clearer communication in regards to the product or service.

What are Content Rules?

There are rules to establish the content that is relevant and most effective for a company’s product or service offerings. User behavior trends have changed and the new generation uses more and more immediately, instant gratification style. The simpler a product or service is to use, the more consumers will buy them.

What is a Visitor List?

A Visitor List typically refers to the list of visitors to a website. A visitor list identifies the person who came to the website. This is where users found the information they were looking for, originally, and then they found it elsewhere.

Why learn “What You’re NOT”?

If you are a marketing manager, and you want to know what you’re NOT doing then you need to learn what you’re NOT doing and stop doing it. You will not be offered information about something you CAN’T DO if you refuse to learn what NOT to do.

Do you know everything about your product or service?

Is your product or service complex or simple?

Understand your strengths and weaknesses

Do you know everything about your target audience with your product/service?

Have you conducted an online survey?

Is your product or service premium quality or not?

Do you know who your competitors are?

What are you doing wrong?

Do you know what role your marketing team plays in brand building?

Why can’t you get people to buy what you sell anymore?

Why are you flailing around water trying to make a dent in a large log?

Why are you spending too much money on product development and promotion when you could spend a lot less and make a lot more profit?

Why do you think most marketers are struggling?

Why do you think most marketers are looking for the easy way out?

If you are struggling why would you care?

What is a “product launch”?

Now, if you can answer that, then your product has a great chance. Here are some more questions to consider.

Why did you want a product launch in the first place?

Why was your opinion so critical?

What has happened to you?

Do you have any new information to share with your subscribers?

Why did you wait?

Do you have your daily marketing plan for the week?

Did you have your budget in mind?

Have you based your budget on accurate results?

Does your information make sense?

Are there some other components you need to consider e.g. issues with the current sales line?

What are your competitors selling?

What does your website look like?

Are you targeting the right customers?”

Is any of your information outdated?

What other options have YOU used before?

Why has NOTHING happened to your business?

Why doesn’t your website sell?

Why would you promote your products or services in a way that’s different from your current customers?

What is search engine optimization?

Does your website have a brandable feel?

Do you have a sales reputation you can afford to run with?

How are you finding new business?

Why do you have a website that’s no longer relevant to your current customers?

What would YOU do differently?

Do you have a marketing plan for your website?

Why do you have a website that’s not focused on your customers?

What’s working as well as you wish!

Are search engines getting you the most bang for your buck?

Why are you promoting your products or services in a way that’s different from your current customers?

Why is your marketing system not working?

Why do you find it hard to get any kind of leads to your website?

What distractions are hampering your leads?

When it comes to effective promotion, do you promote in the same place as every other marketer does?

Are you Competitive and Passive Marketing the same?

We hope you found this article of interest, please do share and get in touch if you have any questions or wish to discuss how we can help you with your marketing and Brand Research.