A successful branding strategy requires a mix of consumer insight, positioning strategy and clever thinking. Brand research is critical to a strong brand strategy and getting customers to the heart of your business is where category and brand leadership lies.
Make strategic business decisions with The Essential Guide to Market Research by Ellen Baron.
What is a Brand Positioning and how can consumers help?
Positioning a brand is simply getting your brand in the hearts and mind of your consumers.
What do you stand for in the market and why should they care? You might want to develop positioning strategy or a brand positioning statement that summarises your purpose and overall brand strategy.
The overall idea is to ‘own’ a market niche and demonstrate your point of difference to your competitive set.
The goal is to ensure you are creating a unique fingerprint that drives association for your customer that is desirable and compelling, and makes your customer want to choose your brand.
How to develop a Positioning Statement
This is something we help many clients with at Ruby. You first need to do your homework and research can help you with answering the following key questions
What category are you in, what is your context and how does your brand play now and how do you want it to play in the future?
Who is your target consumer and what do they need, want, or believe?
What is your key consumer benefit or brand promise? What will make consumers buy into you?
What is the most compelling claim, ingredient, credential that your brand delivers that is a proof point for your brand promise – otherwise known as a 'reason to believe'.
Once you have all of this together you can begin crafting a simple positioning statement. Remember the positioning statement is for internal use, it is not an ad, or consumer facing. It helps guide your future marketing, sales, product, promotion and placement strategies. Think of it as a guiding light.
What is Brand Research?
Brand research is all about inviting the customer to help us understand how a brand is positioned today, and where it could be positioned tomorrow. It can help with effective launches, help revive a tired brand or a brand that is losing relevance. It can also help with sorting out brand architecture by providing new frameworks and pathways to growth. We believe that effective brand research must have consumer insight research at its core – the motivational drivers and tensions that our brand can solve for consumers.
The Ruby BrandMagic™ approach to brand development covers a range of marketer needs:
Sharpening or Refreshing an Existing Brand
As markets change and customer needs evolve, companies often lose their most profitable customers to new competitors. As their offerings become commodities, their brands become diluted. First you need to understand the market drivers and barriers, and dominant and emerging category codes. Then we need to understand consumer hot buttons and emotional connections that you need to get on board with? BrandMagic™ can help with trends analysis, semiotics and consumer co creation help you drive your new brand into the next decade, taking current and new customers with you. We also help you to develop brand-marketing plans that create new tag lines and logos; inform the development of standard guides that ensure universal expression of the brand is communicated to agencies and the C-Suite where required.
Creating and Launching a New Brand
Creating and launching a new brand is very expensive and risky, especially if you are not a start-up. We help you understand what life is left in current brands that might be able to stretch, as well as the consumer need for a new brand in market – i.e. what is its reason for being. Will it stand out, is the market too cluttered, what will it bring and how will it change behaviours? We can help you define the business need, the competitive set then understand how to position and launch the new brand in that market with the help of your target audience.
Managing Brand Equity
Brand health measures help you track and monitor your brand and its key drivers and attributes. We help you to identify and monitor the equity in your brand, or where brands are losing relevance how to turn around the remaining equity in the diminished brand to define the new brand promise.