Brands have many aspects they must monitor throughout their lifespan. The image that people, competitors, and the brand itself have is one of those topics that must be paid attention to. This is closely related to its counterpart in individuals. Generally, each individual creates an identity that matches their characteristics and objectives. Brands do this in one way or another. And this task can also be supported by Market Research.
There are several ways to develop this relationship. The ideal is to seek to be proactive in this regard. For example, before even entering the market, the brand must establish the image it wants to project and, based on this, support that design with input from market research. In a more reactive environment, the brand in question seeks to shift its identity after research. Based on this, we list four characteristics that we recommend you evaluate and define in your brand image.
Consistency. We take this value for granted, but it is sometimes very easy to lose sight of. A few weeks ago, a serious communications incident occurred in Mexico involving several healthcare professionals. After participating in an orchestrated campaign that included misrepresentations, the doctors involved found themselves in conflict between their professional ethics as communicators and their role as promoters of sponsored content. Protect this aspect as one of your key assets.
Perceived value. The brand offerings in the market span a wide spectrum. There are options for almost every budget. However, it’s worth noting that there must be a balance between the value promise, the offering, and the image consumers have of your brand. In these times, where companies prioritize maximum performance and inventory turnover, consumer disappointment has also grown. Use price elasticity studies to ensure you’re within the right range.
Satisfaction. Today, what brands offer people is an experience. The quality of products and services can be taken for granted if there are clear operational and logistics processes and metrics. However, consumers are on the hunt for environments and moments that make them popular among their circles of friends. Develop focus groups that reveal unmet needs and apply them to your business model as soon as possible.
Public relations. “Tell me who you hang out with and I’ll tell you what you’re like,” goes a saying in our region. Brands also build relationships with a multitude of people. In the first point, we talked about a communication problem, but you can also run into reputational conflicts if you’re close to people and organizations that are unwelcome to your target market. Be careful in this matter and find out the list of positive and negative personalities to achieve your goals.
Market analysts can support decision-making in many areas within your company. Through multiple techniques and methodologies, they can provide you with a series of findings that will reduce uncertainty about your knowledge of your sector. Avoid making hasty investments without solid foundations into wasteful ones. Otherwise, you could face a reputation crisis that, in some cases, could lead to the closure of your brand in the era of online cancellations.
At Acertiva, we understand this and other facets of brand life. We put our team of analysts and strategic partners at your disposal to inform your most effective decisions. This is possible thanks to our presence in the main Latin American countries. Contact us today to request your free fifteen-minute consultation. This step could be the first in your next success story.
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