We will never stop preaching this, don’t skip brand research!
Brand research is a key component of any marketing and communications plan or campaign. Without it, you’re just crossing your fingers and hoping for the best.
It is an essential first step, and an investment that will pay off in dividends. Not only in terms of money, but also in terms of energy, time and effort. But what exactly is brand research, and why should it be a priority?
Here are our top three reasons why brands should make sure they invest in this important practice:
1. Define Who You Are
Brand research helps define who you are. Branding is a process that’s ongoing — it doesn’t happen overnight or even over several weeks or months. It takes time to build up a consistent identity for your organization, and part of that process involves knowing where you are right now – so that you can take steps toward where you want to go next.
What makes you different from the other missions out there? What makes you unique? Why do you do what you do? These are all defined through brand research.
We like to say – the mission and vision are your north star. That’s why getting clear on your mission and vision, or whether it needs to shift, is vital.
2. Understand Your Goals
Goals are where we get tactical. At Flourish, we say your brand goals must align and “ladder up” to your overall organizational goals. Your brand is an asset to drive your mission forward. It’s an integral part of your company that is either being leveraged, neglected, or worse … it could be hurting you.
So whether you’re setting goals for a fiscal year or creating goals for a year-end campaign, be sure you’re tying your brand efforts into your overall goals.
3. Connect with Your People
If we’re hoping to resonate and activate our Brand Connectors, we have to know who they are! At Flourish, our philosophy is that everything about our brand is really about our people.
Rather than getting caught up in the details on a brand campaign and creating assets … how about we put that much energy into understanding our people – their preferences, desires, and how they want to engage with us.
Brand building is relationship building.
And we have to listen, not just talk to our people, to strengthen those relationships.
So those are our top 3 reasons (of many) to invest in brand research. Research helps maximize your return on investment and your return on energy. When you know what works (and what doesn’t), you can spend more time focusing on the things that work best for your brand and brand connectors.
If you’re looking for an evergreen resource to finally approach your brand strategically, check out our Build Your Strategic Brand Plan Mastercourse. We equip you with the knowledge, resources, and tools to build your plan and execute it resiliently.
