Research on Branding-Consumers live in a world where brands are an ever-present fact. The average person, from the moment they wake until they go to sleep, sees an average of 6,000 to 10,000 ads from brands every day. So it’s critical that you, through research, understand how your target audience responds to brands and their products.

After several studies on research on branding, it’s quite clear that knowledge, experience, gender, ethnicity, and culture are factors that heavily influence how customers react to a brand. And this is why you need to research extensively so you can build a brand with a personality that your target audience can instantly connect with.

In this article, we’re going to be exploring several researches on branding and what they mean for your brand.

1. Brands Mean a lot to Customers

Brands can make the lives of their customers simpler, smoother, or even more fulfilling. Brands allow customers to communicate to others—and themselves—who they are, what they admire, and what they want to be.

In the book Unconscious Branding by Douglas Van Praet, we see brands are more than just products; they’re also a source of social recognition for customers who might either choose to draw strength from high-end brands like Mercedes, which appeal to the rich, or low-cost choices like Target and Ikea, which offer a sense of style typically reserved for the more affluent.

A 2017 study by Reimann, Nuñez, and Castaño revealed the extraordinary ability brands possess to protect their customers from physical pain. Brands provide customers with a soothing sense of social connectedness, which helps them deal with pain.

Brands mean a lot to their customers and for this reason, they’re never considered independently of other relationships because the mind of every customer is always evaluating brands compared to something else. Now you know why the arguments between iPhone users and Android users may never end.

In today’s post-Covid world, where customers aren’t just looking at logos, but for brands with purpose and values that stand for causes they sympathize with, you must carefully shape your business so it delivers a compelling message that personalizes your brand and communicates emotionally with your target audience.

2. Brands Inspire Customer Loyalty

Great brands are known for how well they inspire loyalty from their customers. They do this by providing customers with a sense of family and community. These brands aren’t just addicted to consistently delivering outstanding customer service, they also pay attention to details that could improve their products.

As an entrepreneur, you need to constantly evaluate your approach to customer loyalty and how it can either elevate to dethrone your business. If you want to grow your business’s revenue, then it’s important that you first focus on increasing the loyalty of your existing customers instead of acquiring new ones.

Accenture, in 2017, reported that 66% of consumers spend more on brands they’re loyal to. This only goes to show that setting up a meaningful customer loyalty improvement program is critical to your brand’s revenue.

One brand that’s highly efficient at inspiring loyalty is Chewy. The brand always goes over and beyond in satisfying the needs of their customers. They’ve been known to surprise several customers with paintings of their pets.

Winning the loyalty of your customers should be a priority. Bain & Company captures this in a study that showed that customers spend 61% more after staying with an online brand for 31 months. Brands like Chewy, ALDI, Amazon Prime, GoPro, and Spotify have inspired intense loyalty in their customers that it’d be really difficult for these brands to become irrelevant.

And just the same way these brands set the stage for their success by getting short, unique, and exciting names that represented them perfectly, you too can quickly get a unique name to represent your business from a trusted business name generator.

3. Brands Depend on Customer Recommendations

Communication is the lifeblood of any business, so it wasn’t surprising for us to learn that peer recommendations have become a driving factor for brand success. Word of mouth is an important part of marketing, and it can take many forms in today’s modern world.

Social media has taken center stage in peer-to-peer recommendations. 77% of brand conversations on social media are people looking for advice, information, or help. And that’s why any entrepreneur hoping to start a business must establish a strong customer community online.

In 2019, Villarroel Ordenes conducted an extensive text mining study of social media to discover that certain elements like visual images, alliteration, and repetition will make customers share a brand’s message more frequently.

This just goes to show how important informative and emotional content is to a brand’s online posts. Entrepreneurs must learn to adapt their messages to each social media platform to suit the needs of their audience.

GoPro uses Facebook to advertise their brand, reach out to new consumers, and communicate with existing ones. The company also uses Twitter for new launches and consumer communication, YouTube for videos with tips and demos about how to use their devices, and Instagram to showcase the functionality of their cameras and promote user-generated content.

According to marketing week, B2B brands fare better with customers through emotive rather than rational marketing messages. So your business needs to understand how to start great conversations with its audience, and also respond to questions and provide solutions in a fun, calm, and honest manner.

Crown Your Research with Action

All these research on branding would remain research if you don’t transform them into the results your brand needs, and the only way you can do that is by acting on them. So step out and use this information to your advantage. The world is waiting for your business.

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