It’s no secret that brand research is essential for organisations seeking to build and maintain strong brands. It helps them understand their customers, stay competitive, and make informed strategic decisions. But for me the most important outcome of brand research is that it helps bridge the gap between what a brand intends to represent and how it is perceived by consumers. So how do you go about conducting brand research?

How to conduct

branD

research

Step 1.

Set your

goals

Clearly outline what you want to learn about your brand, such as its perception, strengths, weaknesses, and audience.

Step 2.

Know your

audience

Understand your current and potential customers to gather insights about their preferences, needs, and perceptions.

Step 3.

Analyse your

competitors

Carry out competitor analysis to identify their strengths, weaknesses, and unique selling points.

Step 4.

Explore your

digital footprint

Examine your brand’s online presence, including social media, reviews, and mentions, to gauge sentiment and engagement.

Step 5.

Survey

& interview

Gather direct feedback from customers and stakeholders through surveys, focus groups, and interviews to understand their perceptions.

Step 6.

Utilise tools to track website traffic, social media engagement, and other relevant metrics to assess brand reach and impact.

Study the data

Step 7.

Immerse

yourself in visuals

Brand identity assessment: Evaluate your brand’s visual elements (logo, colors, typography) and messaging consistency across platforms.

Step 8.

Use qualitative and quantitative methods to measure how your brand is perceived by different segments.

Measure brand

perception

Step 9.

Compose

SWOT analysis

Identify your brand’s strengths, weaknesses, opportunities, and threats to formulate effective strategies.

Step 10.

Position

the brand

Determine where your brand stands in the market and how it differentiates from competitors.

Step 11.

Follow

the trends

Stay updated on industry trends and consumer preferences to adapt your brand strategy accordingly.

Step 12.

Synthesise

your findings

Compile and analyse the collected data to draw actionable insights and recommendations for your brand’s future direction.