You Don’t Know What You Don’t Know

Every branding initiative can benefit from research. Focus groups, gap analysis, product testing, and logo evaluation can provide useful information to guide brand development. A survey or message workshop with clients, customers or stakeholders can be the cornerstone for decision making.

Oftentimes because of budget considerations, research is not included in project plans. Why spend thousands or millions of dollars on marketing and advertising when a brand proposition is not solid? Ill-fated branding can alienate current and potential customers, and employees alike.

Why is research important?

1. Research can help improve the credibility and reputation of the brand
2. Research provides actionable solutions if you have an interest in expanding market reach
3. Research can help form the foundation of brand messages
4. Research can help ensure that you create designs and collateral that resonate with the customer
5. Research drives elements in a brand that can support long-term impact in the marketplace.

Known for the brand acumen that helped make Nike and Starbucks two of the most successful brands of recent years, Scott Bedbury, the author of "A Brand New World" says that brands are "psychological concepts held in the minds of the public, where they may stay forever. As such you can't entirely control a brand. At best, you only guide and influence it." Even a strong brand is subject to erosion in a difficult economic environment.

If a brand is the sum of "the good, the bad, the ugly, and the off-strategy," then it's imperative you get your brand as close to right before you let it out of the gates. Do right what you can control.

Incorporate research. You'll reap the benefits of knowing. Forever is a long time.