The Most Common Branding Mistakes!

Are you looking for just the perfect branding methods with no mistakes. Here we will explore the most common mistakes made when designing and conducting brand research.

1. Choose your research partner wisely

A badly designed survey can lead to conclusions which are incorrect and, as a result, harmful to the business. That is why it’s so important to only work with trusted research partners who understand your business problem and are capable of helping you solve it.
The easiest way to find potential partners is by asking your colleagues (whose judgement you can rely on) for recommendations regarding not only the research agency itself but also specific teams within it.

2. The research design must not be disarranged

You’re more likely to avoid methodological mistakes with a good design partner.
One of the most common is carrying out a qualitative study instead of a quantitative one, or the other way around. Qualitative and quantitative methodologies are not interchangeable and should be used for different purposes. If you want to understand what the majority of your target audience thinks, conduct a quantitative study. To get a deeper understanding of a problem, choose one of the qualitative techniques. Doing the opposite will lead to wrong decisions.

3. Being biased

Brand and marketing research, depending on how it’s conducted, can prove almost anything, even contradicting theses. If you are serious about getting objective results, you need to be careful not to let your current knowledge, beliefs and opinions affect the design of the research study.

4. Being innovative with research

We have mentioned it before and will repeat it one more time: it’s your role to judge whether a creative idea is good. Research doesn’t measure creativity, it measures effectiveness. Research can help you decide how an idea contributes to your brand’s image, figure out whether the concept needs fine-tuning to be more understandable or identifiable with your brand, measure whether it builds purchase intent etc.

Firms which can’t afford their own research sometimes use data and conclusions published by other companies to substantiate their own decisions. They do it without checking how the research has been conducted even though it might have been carried out and published just to create a buzz (so called PR research). Next time you read about, for example, Millennials buying only “authentic”, ethical and purpose-driven brands, and come to the conclusion that this can be a sensible strategy for your company, check the sales results of such brands first. Better still; check the sales results of brands which represent none of those things. You might be surprised!


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