Brand research can be a productive way to accurately create, development, and manage your brand. How do brand leaders, business owners and marketers get this wrong?
This blog concentrates on 3 essential research mistakes we see when most brand are being communicated.
- Forgetting context:
Context and empathy take time. Context usually is the result of talking to the right audience, with the right message, at the right time. This would require your brand to be culturally and socio-economically aware. Context is the value or weight that carries the message that your brand wishes to relay. Applying context effectively when researching is about having the right insight and using it well. Most importantly, you will have to admit that content isn’t just words. Content carries meaning and translate perception. These all influence action and behaviour.
2) Asking the wrong questions:
As important as context, is the skill of asking the right question. Some brands ask the wrong questions in their research process. Asking the right questions can be the golden key to gaining insights – the information that you can use to enhance your product or service, improve your marketing or gain a competitive advantage.
Ask open-ended question like: When you think of [your brand], what comes to mind first? “what would make you recommend us to a friend?” How would you describe your last experience with [your brand]?
With your research you want to understand how your brand is perceived in the mind of customers, prospects, employees and other stakeholders. Even when these questions are mostly aimed for the external stakeholders, these are questions that you constantly need to answer yourself, internally.
3) Misunderstanding your clients and customer needs:
Misunderstanding your clients and customer needs is a result of forgetting to apply context and asking the wrong questions. When dealing with the customer needs, there is usually a problem of misplaced focus. Sometimes, brands are not staying close to the customer. Efforts like sharing information across departments, including production and sales can be helpful in understanding the customer needs. This information should be used to create a competitive advantage by increasing value for customers.
Be sure to not make these mistakes in your own brand. Contact us for further tips firstname.lastname@example.org