How can your business stand out as the preferred choice? In an extremely competitive marketplace, greater emphasis is placed on brand image management as a method of creating differentiation and customer preference. Branding studies assess the current state and strength of an organization’s image in the marketplace.
Advertising and public relations play a strong role in the development, support and refinement of your brand image. Whether at the corporate, retail or product level, advertising and public relations messages inform customers, prospects, distributors/retailers, stockholders and other important groups on what to expect from your brand and how it will benefit them. At Vernon Research, we can help you determine the most compelling messages, as well as the most effective media vehicles.
QUESTIONS VERNON RESEARCH CAN HELP YOU ANSWER:
- Is my message communicating what I want it to say?
- Is my media strategy targeting the right people?
- Is my product packaging effectively representing my brand?
- Is my pricing reflective of the product image?
- How effective is my advertising or public relations effort?
- How do customers and prospects view my competitors?
- Will my brand or marketing efforts be accepted in a new market?
- Who is my target market?
- How can I make my brand more powerful and preferred?
- Are my logo, tagline or other positioning tools effective?
IS MY MESSAGE COMMUNICATING WHAT I WANT IT TO SAY?
Branding is your attempt to create a specific identity in the marketplace. Brand image is your customers’ opinions and perceptions of you – the value that your company and products or services offer to them. Is your brand conveying the image you intended?
You spend thousands – if not millions – of dollars to create and promote your company’s brand. Shouldn’t you find out if your efforts are effective? How are current customers and potential buyers perceiving your brand? Research can measure brand awareness, brand recognition, brand loyalty and more. Brand usually has a significant role in the buying process. If your brand has low awareness or is not communicating the image that you intend, it is important to take corrective steps.
IS MY MEDIA STRATEGY TARGETING THE RIGHT PEOPLE?
Are your messages reaching your target market? Or are you wasting time and money on ineffective advertising or public relations activities? Advertising is a major investment and, in today’s competitive environment, it’s imperative that you know where your target market gets their information. Discovering what types of media or information sources reach your customers will cut down on the guesswork and make the most of your advertising and public relations dollars.
IS MY PRODUCT PACKAGING EFFECTIVELY REPRESENTING MY BRAND?
It is important to understand that product packaging will have either a negative effect or a positive influence on the purchasers. Our team will give you the information you need to determine your optimal packaging for supporting brand and influencing purchase decisions.
IS MY PRICING REFLECTIVE OF THE PRODUCT IMAGE?
Am I charging too much, too little or exactly the right price? More often than not, companies under-price their products. Proper pricing of your products or services is essential. Our team can help you accurately gauge what people would be willing to pay for your products or services, as well as what they would be willing to give up in order to obtain what is most important to them.
HOW EFFECTIVE IS MY ADVERTISING OR PUBLIC RELATIONS EFFORT?
Traditionally, advertising effectiveness has been difficult to measure. With the help of Vernon Research, you can determine the most compelling messages as well as the media outlets that will most effectively reach your targeted markets. Research insights can even help you determine the timing and frequency of media buys.
HOW DO CUSTOMERS AND PROSPECTS VIEW MY COMPETITORS?
Knowing your competition is the first step in gaining a competitive edge. You may think you know your competition, but what is their real position in your industry, and how are they actually impacting your business? Understanding how consumers or business buyers perceive competitors’ brand images is an important part of your own branding efforts.
WILL MY BRAND OR MARKETING EFFORTS BE ACCEPTED IN A NEW MARKET?
If you are considering expanding to a new market, whether it is selling online, nationally or internationally, you need to make sure your company is ready. For example, will your brand image be acceptable and competitive in the new market? How is this new market most effectively reached?
WHO IS MY TARGET MARKET?
Before an effective advertising or public relations campaign can be created, you need to know your intended audience. Knowing your target market will determine the methods you use to reach them, what you say and how you say it. For example, an ad campaign geared toward college students isn’t going to have the same impact on middle-aged parents. And a public relations effort using business publications may reach upper management better than young professionals who rely on the Internet. Research can give you a detailed, robust picture of your potential market, including their demographics, psychographics, values, and more.
HOW CAN I MAKE MY BRAND MORE POWERFUL AND PREFERRED?
You start by determining brand perception, then improving the image and recognition of the brand. Ideally, you want to build brand recognition and loyalty so customers will select your brand over competing brands. Vernon Research can help you determine if you are optimizing your brand’s image and what you can do to improve it.
ARE MY LOGO, TAGLINE OR OTHER POSITIONING TOOLS EFFECTIVE?
Whether you’re branding your business online or on your storefront, the effectiveness of your logo is important. You want to create a logo and graphic design that is easily identifiable and communicates your brand. An effective logo and a tagline will stick in your customers’ minds and reinforce your brand promise. We can help you measure understanding and preferences related to logos and other positioning tools.
Interested in talking with Vernon about image and advertising research?
Please contact us today.