TIP 1: Brand Perceptions
Unlocking the emotional connection between your brand and your audience is tricky. What role does your brand play in their life? What are the perceived benefits? How do they really see you when compared to customers?
No matter how hard you might have worked to established yourself in the market, your brand perception lives and breathes in the hearts and minds of your current/potential customers. It’s a malleable asset to your business but one that is easily influenced by outside forces.
A great example of this would be Burberry. Burberry had built up an image over many decades as a high-end fashion brand famous for its check pattern, with a wide variety of products trading off of this brand recognition. In expanding their product line they opened themselves up to new markets, but this backfired. In the early 00’s their line of tracksuits and baseball caps became popular with a more ‘downmarket demographic’ and the brand became associated with cheaper knock-off items. Many “Chav” characters in popular media at the time were portrayed dressed in Burberry clothes. It took the best part of the decade for them to recover from this big shift in brand perception. At great expense they have to buy back previous licenses so as to gain full control over their product line, and began to refocus the brand back on the luxury goods and overcoats they were originally known for. This shows you just how powerful perception can be and how easy it can be to undermine.
In order to dig deeper into how people really see your brand, we can run a whole series of different tasks through our insight platform ex-plor including; implicit associates tests, guided journeys through emotional and sensory brand connections and image association and metaphor tasks.