So you’ve read my post “Four Signs You’re Ready to Rebrand” and answered “yes” to one or more of the questions. Time to design a new logo, right?
Wrong. The first step in the process, and the most important, is conducting brand research.
Before you can embark on the exciting and sometimes painful process of re-branding, you need to go beyond theory and acquire actionable knowledge- game-changing insights that can steal market share and drive sustainable business results. That requires brand research.
It’s safe to assume that in your personal or professional life, you don’t make important decisions without doing due diligence, so why should your brand deserve anything less?
Don’t drink your own Kool-Aid. Don’t rely on a one-rat lab study. Put together a solid plan incorporating some of these tried and true techniques:
This is most effective when used to validate the findings of your qualitative study. It’s much more objective because well-crafted questions deliver unbiased answers. You can conduct some quantitative research surveys through online tools like SurveyMonkey or Zoomerang. But the trick is getting the right analysis from the data. Make sure that you get a good sample pool by surveying across geography, age, incomes, and skill sets (for employee research).
These are useful in creating corporate mission and purpose statements, launching new products or product extensions, or simply taking research findings to the next stage of development. It provides a structured forum for collective brainstorming (where there are no bad ideas!) and can be augmented with trend-panels and outside thought-leaders. Invite 10-20 of your closest multidisciplinary stakeholders for an off-site retreat and let the brand games begin.
• The first goal is to simply get to truth. How do people really feel about your brand?
• The next goal is align the findings with your company’s mission, vision, and values. If it’s an employer brand, you want to align it with your consumer brand.
• The third goal is to find your niche, your “white space,” where you can deliver something that no one else can. Again, this applies to both internal and external branding.
• Another goal is to look at your “As-Is,” your current situation, and to find what opportunities are available to you. Also, what can you learn from your “wannabe’s”? If you “wannabe” like Starbucks, in what ways can you emulate their successes?
Brand research professionals have more tools available now than ever before. There is no best way to craft the perfect research plan. It’s through careful consideration of objectives, timeline, and budget that a sensible plan emerges. The answers can be painful, and every answer can lead to two more questions, but every question can lead to new opportunities to capture market share in ways never before considered.
That’s why we do it! Let us do it for you.