How you can use research to test your new brand
Creating a new brand is always daunting. So how can you take the guess work out of a big change?
People often think it’s impossible to test a brand. After all, what we like about brands and what makes them valuable is often highly subjective and intangible. But that’s exactly what good research executed by talented researchers is here to capture and make sense of. Testing a new brand can happen at all stages of the change process; from very early on at the ideas stage, to emerging concepts and scattered elements, right up to finished designed, mocked-up examples and working prototypes. And, after the launch, impact can be assessed using real world data based on the public’s reactions.
To keep it simple, we’ve listed out 6 ways you can test your new or updated brand. All of these approaches can work, but some are better suited to certain settings and situations.
6 ways to test your new brand
Surveys: Surveys can be used to gather feedback from your target audience on your new brand identity. This can be done through online surveys, phone surveys, or in-person surveys.
Focus groups: Focus groups are a qualitative research method that can be used to gather in-depth feedback on your new brand identity. Participants in a focus group will discuss and provide feedback on your new brand identity in a moderated group setting.
A/B testing: A/B testing can be used to compare the effectiveness of different versions of your new brand identity. This can be done by showing different versions of your new brand identity to different groups of people and measuring their reactions and preferences.
Brand tracking studies: Brand tracking studies can be used to measure the effectiveness of your new brand identity over time. This can be done by conducting surveys or focus groups at regular intervals to track changes in brand awareness, brand perceptions, and brand loyalty.
Online testing: You can use online testing tools to get feedback on your new brand identity. This can include web-based surveys, user testing, and card sorting, which are all useful for getting feedback on website navigation, and the user experience.
Social media monitoring: Social media monitoring tools can be used to track mentions of your brand online, and gauge the reception of your new brand identity by customers, media and other stakeholders.
Feeling inspired? Here’s what you can do next…
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