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Brand research is a crucial part of diagnosing your brand health. By identifying opportunities for improvement, you’ll be able to differentiate your brand, identify weaknesses, and improve your branding. Let’s discuss brand research, what it will do for you, how to conduct brand research, and how to use the results to drive success.
Brand research is a form of market research that explores various components of your branding, such as brand identity, vision, goals, mission, and positioning, to gain insights into how your brand is perceived. It helps you find out whether your vision for your brand matches public perception and helps you identify areas for improvement.
Brand research includes comparisons to your competitors. It helps you discover where you have a competitive advantage—and where you have opportunities to improve.
This research is an ongoing process. You know what you’ve set out to present as your brand, but perception is in the hands of the consumers. To find out what they think, you have to ask. And ask again. Changes to your brand, your target audience, and simply time can all cause a shift in how your brand is perceived.
There are several advantages to brand research:
Brand research is not something you do once when establishing your brand. It is conducted frequently to ensure ongoing positive brand perception.
Examples of times to use brand research: