Out there, there are a multitude of businesses of all sizes seeking people’s attention and loyalty. One way in which product and service differentiation was achieved in the past was the very idea of a brand. A distinctive symbol in the form of a drawing or sign helped manufacturers and producers distinguish themselves from a series of competitors. However, nowadays, this solution has transcended given the scale of many sectors.
Brand identity is influenced by countless factors. Regarding internal factors, the brands themselves are responsible for ensuring that negative elements can be transformed into strengths that contribute to having a trustworthy image worth sharing with friends and strangers. Some qualitative techniques seek to get people to describe the brand as a person. If the image matches the mission and vision, a lot of progress has been made. If not, we list four factors that Market Research can help you with in this regard.
Identity. The first attribute by which people and brands are identified is their face. In the case of companies, this takes on even greater significance. Identity is made up of characteristics such as the name, corporate colors, motto, values, typography, among others. Unless your segment is commodities or products and services whose only differentiation is price, you must be very careful with the face you present to the public. This depends, for example, on which consumers you attract. Analysts can delve into this aspect and offer you the basis for making necessary changes.
Added value. In an increasingly competitive market, it is absolutely essential to differentiate yourself from the competition with a promise of real or perceived value. These days, many successful brands have opted to add an experience to the entire consumer process. It is no longer enough to offer high-quality and attractive-looking satisfactions. A well-deserved customer service or the connection to familiar emotions can make you stand out and win hearts. There are studies that investigate people’s pain points and unmet aspirations.
Price. Despite what was said in the previous point, a large majority of people still pay close attention to the amount of money needed to acquire what they want and need. This latter aspect takes on even greater significance, if possible, in times like these, when uncertainty about the immediate future seems quite chaotic and gray. Through price elasticity studies, it is possible to investigate the range of costs that people assign to maintain trust in a brand; it also defines maximum and minimum values valid for your category.
Communication. All of the above loses meaning if you are unable to convey all the work done to your target audience. Characteristics such as the message, the words chosen, the spokespersons, and the medium are crucial for consumers to learn about you and buy what you offer. You might fall into the misconception that mastering the latest trends is the key to success, but this involves many nuances that you should weigh against the advice and findings that only market analysts can provide.
Clients are attentive to the image you project, which you have been crafting, whether consciously or not. This is the key to determining whether a segment of people identify with you or not. You’ve made great progress if the personality you’ve outlined in internal documentation matches what’s perceived of you out there. When the opposite occurs, there are many possible responses. You can ally yourself with the enemy and accept reality, or adjust whatever is necessary to ensure your image is the one you envisioned. In any case, Market Research is an ally in achieving this goal.
At Acertiva, we have a long history of supporting companies and brands in delving deeper into aspects of personality and image. Thanks to our just over two decades in the field, we can provide you with a team of researchers and strategic allies. Achieve your goals with our presence in several Latin American countries as a foundation. We’ll give you a free 15-minute initial consultation. Contact us now and start writing your next success story.
Short Link: