When it comes to your marketing and brand strategy, a lot goes into both the creation and execution of it.
What if there was a way to make that process easier?
That’s what brand insights can help with.
Things like reaching your target audiences, improving your products based on feedback, and understanding where your brand stands with your audience and everyone else can be valuable info
We'll give a closer look at how we approach brand insights for market research including how brand insights can help, how to apply it for your company, and examples of how brands put insights into action in their business decision-making process
What Do Brand Insights Refer To?
Brand insights are a combination of a few key things that relate to your brand. Things like how well you know your customers and their needs are a big aspect.
On top of your current customers, perception from your target audience and market is another aspect to pay attention to.
We like to think of brand insights as more of an umbrella term that encompasses all things brand-related like perception, brand sentiment, brand essence, integrity, trust, awareness, value, and more.
Anything that improves the brand's health and related things like customer satisfaction. In the right hands, insight is a hugely powerful tool for brands.
Why Brand Insights Are Important For Your Business
The more you know about your brand in the eyes of buyers, the better. That includes collecting data from customers, potential customers, and even employees.
Here’s how collecting that information can help immensely when it comes to the long-term success of your brand.
Overall Brand Health
If your brand were a person - you’d want to make sure it stays healthy, check on it frequently, and make sure it was in good condition for a long time right?
It’s the same idea with brand health. 💪💪
The more information you have on your brand, the more accurate decisions you can make to get closer to your business goals.
- Where are your weak spots and strong parts?
- Does a customer enjoy using your product?
- What do potential customers think of your brand compared to others?
These are all questions that can be answered with brand health and a well-written brand health survey.
Brand Strategy
Strategy is crucial for planning and hitting goals. If you want to ensure the long-term success of your brand and maintain its fortune then having a solid strategy is the only way to do that.
Luckily, brand insights are the best way to build a data-driven fool-proof strategy to hit those high goals.
That’s where getting to know your target market in great detail will give you a sharp competitive edge.
Brand Perception & Recognition
When you know what your customers, your target market, and your employees all think about you, it can be easy to plan ahead.
- Is there something your company is known for?
- Is it specifically better than the others in price?
- Is it perceived as high value? Or low value?
Ask away in your brand perception survey and get all the pieces to the puzzle.
Knowing this lets you plan to either improve your image (since yes, not all publicity IS good) or double down on what is working well.
Fixing or strengthening your perception and recognition can be a way to both save and make a lot of money for your brand while still focusing on the customer.
How To Collect Brand Insights With Market Research
By conducting market research companies can holistically gather both quantitative and qualitative brand insights. While there are several types of market research, our research firm suggests choosing from online surveys, focus groups, and in-depth interviews.
Integrating findings from these methods enables a comprehensive understanding of the market, empowering businesses to refine their brand strategies effectively.
Online Surveys
Conducting online surveys involves creating structured questionnaires distributed to a targeted audience through digital platforms.
Surveys gather quantitative data on brand awareness, customer preferences, and perceptions. Analyzing responses helps identify trends, measure customer satisfaction, and assess the effectiveness of current branding strategies.
Focus Groups
In focus groups, a moderator leads discussions with a small group of participants, encouraging open dialogue on specific brand-related topics.
This qualitative method delves into in-depth perceptions, emotions, and attitudes toward a brand.
Focus groups provide rich insights into how customers interact with and interpret brand messages, helping identify strengths and areas for improvement.
In-Depth Interviews (IDIs)
Conducting one-on-one interviews involves engaging participants in detailed conversations, allowing for a deep exploration of their opinions and experiences related to the brand.
This qualitative approach offers a personalized understanding of individual perspectives.
In-depth interviews uncover nuanced insights into brand loyalty, customer journeys, and the impact of branding on decision-making, providing valuable context for strategic decisions.
Recommended Reading: How Market Research Can Improve Your Brand
Examples of Brand Insights That We Love
The following examples showcase how leading companies leverage brand insights to stay responsive to market dynamics, enhance customer experiences, and maintain a competitive edge.
By integrating data-driven strategies, these companies not only understand their audience but also proactively shape their brand narratives to meet evolving consumer expectations.
- Apple Inc. Apple continually refines its strategy based on brand insights. Through customer feedback, they've adapted product designs, user interfaces, and marketing strategies. The emphasis on sleek design and user experience stems from a deep understanding of their target audience's preferences and expectations.
- Coca-Cola. Coca-Cola regularly conducts market research to gauge consumer preferences and adapt its product offerings accordingly. Insights from surveys and focus groups have influenced the introduction of new flavors, packaging innovations, and marketing campaigns, ensuring the brand remains relevant and resonates with its diverse consumer base.
- Amazon. Amazon leverages brand insights to enhance its customer-centric approach. By analyzing user behavior, preferences, and purchasing patterns, the company optimizes its website layout, suggests personalized recommendations, and tailors marketing messages. This data-driven strategy contributes to Amazon's position as a leader in the e-commerce industry.
- Nike. Nike is known for its agility in responding to consumer trends. Through social listening and engagement, Nike gains real-time insights into customer sentiments and emerging cultural movements. This information guides product development, marketing campaigns, and brand messaging, allowing Nike to maintain a strong connection with its audience.
Frequently Asked Questions About Brand Insights
What are branding insights?
We like to think of brand insights as a deep understanding of your customer or target audience. They almost always act as a pathway to success for brands while still prioritizing the customer.
How do you create brand insight?
The first step to collecting your brand insights is to research your audience. You’ll want to pick a way to find out things like who they are, what their needs are, and how your brand relates to them. There are many ways you can collect the data, but online surveys are a great way to do it.
What is the key insight of a brand?
We like to think of key or major insights as the “why” in your audience's motivations and the “what” in their needs. Things like why they remain loyal to your brand, what their favorite things about your brand are, what they consider when choosing their product, and many more things to ask.
Contact Our Brand Insights Company
Our market research company, Drive Research, conducts various types of market research studies such as online surveys (brand awareness, brand tracking, brand perception), focus groups, and IDIs to help companies generate brand insights that improve their overall strategy.
To learn more about how we can help, contact Drive Research by filling out the form below or emailing [email protected].
Austin Parker
Austin has an extensive background in SEO as he's been blogging since 16 years old back when the internet was in its infancy. As fitting, he holds a Bachelor's degree in English with a concentration in creative writing.
Learn more about Austin, here.