Brand Identity Development and Testing: Improve your brand’s positioning, core proposition and personality

Divestments, new ventures and re-aligned strategies often result in new or refreshed brand identities. Reduce business risk by testing your options prior to launch.

The average b2b company perceives its USP strength to be mediocre, with an overall rating of just 6.2 out of 10. Our brand identity development and testing programme will help you to create a compelling proposition and validate it with your target audience.

 

Our approach: Brand positioning bullseye

In increasingly commoditised and homogenous b2b markets, a differentiated brand position is one of the ways of achieving a competitive advantage.

brand positioning bullseye

  • At the core of our brand identity development and testing programmes lies the brand positioning bullseye
  • It is used to develop a differentiated brand positioning by identifying and improving the aspects that define a brand; the core proposition, the substantiators (specific aspects that justify the brand position and core proposition), the brand personality, the feelings customers have about a brand and the way they talk about it
  • The tool is equally useful in developing a new brand, as it is within the realignment and optimisation of an already existing brand
 

Case study: Brand Identity Testing to Help Realign Extensive Brand Portfolio

A major trade specialist in plumbing and bathroom supplies approached us to gain insight on their planned brand portfolio realignment. Explicitly, our client wanted to enhance their merchant brand range.

Their three merchant branches (some focusing on plumbing, some on drainage and some on pipe products) were operating under three different brand names with next to no association to the core brand. Our client therefore commissioned a brand identity testing study.

Find out how we managed to bring our clients’ brand portfolio in order.

brand identity & development

 
 

Activation services: Helping you get the most out of your research investment

 
Multivariate Techniques
Multivariate research techniques such as conjoint analysis are used to measure preferences and determine the importance of product or service attributes.
 
Online Surveys
Advanced online surveys to high-quality, targeted respondents which offer cost savings, time savings and improved data accuracy.
 
Focus Groups
Using group interaction to identify and explore behaviour, attitudes and processes, and throw light on why, what and how questions on a given topic.
 
Business Plans
Plans grounded in solid data that inform strategic decision-making and provide a blueprint for future growth.
 

B2B Insights and Viewpoints: What we’ve learned from doing brand identity development & testing

Get in touch to find out how you can benefit from brand identity development & testing