Posted by Kristy Yamamoto Gulsvig.
I may be biased, but I am a big proponent of brand research. Research teaches you things about your company that you could not possibly figure out on your own, helps to answer questions you didn’t realize needed to be asked. Research uncovers how the marketplace sees you, explains your client’s needs, and gauges your progress and growth over time, among many, many other things.
Research is the central tenant to creating a strong, strategically supported brand. When you have a better idea of what your target market is thinking, you can create a brand that can support and guide your strategic objectives while appealing to your most important audiences.
Despite the benefits, not all companies conduct regular brand research – or even general customer research. This results in brands that are stagnant or outdated, and companies that simply do not meet the needs of their target market.
The problem is there are a lot of myths out there about whether or not companies can benefit from regular research. Is your company stuck in one of these ruts?