7 Costly Mistakes That Can Be Avoided By Brand Research

Branding strategies can make or break an organization. There’s a lot that goes into developing a successful brand, and the best companies around the world put substantial time and effort into brand development and image. Creating a successful brand requires time and research commitment and is an ongoing strategy that can yield amazing results.

However, small businesses at the start of their inception can potentially create crucial branding mistakes during their initial stages of development that costs them a lot of customers, money, and time. Even major brands make big branding mistakes, like Nintendo’s Virtual Boy and Amazon’s Fire Phone.

Brand research services for positioning strategies, brand mapping, and perceptual mapping can help you, whether you’re a small business or a long-time market player, to avoid pitfalls and the costly mistakes of failed brand positioning.

Common Branding Mistakes by New Businesses and Entrepreneurs

Do you remember Nintendo’s Virtual Boy in 1995? You might not because it’s one of Nintendo’s biggest failures in the history of the company. It didn’t offer what it promised, a true VR experience, resulting in incredibly low sales and quick removal from the market. What about Amazon’s Fire Phone in 2014? It only lasted one year because of its limited availability and features that didn’t resonate with audiences. Even major companies like Nintendo and Amazon have to be careful about product or service branding that can tarnish their reputation and result in massive profit loss.

Even small branding mistakes can cost a company. Not only will your efforts and time spent towards planning to be lost, but you will have cost your business a lot of money and even potentially tarnish your reputation permanently, which can be completely devastating for the longevity of a brand.

Below are seven mistakes that you can avoid when it comes to brand positioning so that you learn more about them and avoid them altogether:

  1. Lack of Competitor Research
    You have to learn about your competitors if you want to be successful. How do they position their brand? What types of products and services do they offer? How are they perceived in their respective industry? How are they succeeding? Do you have a potential opportunity in the market where they do not? You don’t want to identically replicate your competitor’s strategies. But you do have to learn everything there is to know about the successes and failures of your competitors so that you know how to uniquely position yourself in the market.
  2. Brand Messaging Doesn’t Suit Target Audience If you can’t develop a brand message that fits with your target audience, nobody is going to buy from you. You have to learn everything about your target audience like demographics, what they like to buy, where they shop, what times of the day or times of the year do they make purchases related to your offerings, what colors motivate and drive them to make purchases, what parts of the world are they located, how does culture affect purchasing, and many more.
  3. Failed Market Study
    Effective market research needs to be obtained about how people are reacting to your brand, products, or services. Survey analysis can be obtained to further your market research and understanding, or a complex study of social media research and analysis can help you to understand how people review or perceive you in the market. If you don’t analyze feedback from your customer base, you will be making a costly mistake in your brand research initiatives.
  4. Association or Dissociation with Events and Motives Just because you want to create a product or service or build your brand around a particular design or niche space in the market, doesn’t mean it will be successful. You can’t just build and sell tablets just because iPad’s are popular, create a bottled water company because you feel people will always need to drink water, or design makeup and cosmetics because there is a popular trend in that space this year. You have to delve deeply into your brand research strategy to truly understand the reasoning behind purchasing decisions and product and service popularity.
  5. Inconsistent Corporate Identity Everything about your brand identity has to make sense, from the colors that you choose to represent your company, to the logo and fonts that you use throughout your campaigns, to the style of writing, tone and messaging that you implement to speak to and reach audiences. Everything has to remain consistent so that people understand your brand values and what you are offering them. If you fail, you could spend a lot of time rebranding and causing confusion to your audience and miss a lot of opportunities.
  6. Poor Product Packaging

    Product packaging is the first thing people see when looking at your brand, whether they are online or physically in store locations. Everything from materials, graphics, size, shape, and color all are important elements of packaging designs. You could spend a lot of money rebranding your packaging if your product performs poorly. On the other hand, you might spend money rebranding your packaging when it isn’t even necessary and have to revert back to the way it was. Effective brand research is going to help you understand the best elements and packaging designs that will help your company thrive.
  7. Making the Wrong Impression If you are selling premium services, you don’t want to use commodity branding. You will deter audiences from your brand. There is a reason why so many fast food restaurant chains use the colors red and yellow, like Burger King, MacDonald’s, Wendy’s, and Carl’s Jr., and software companies use blue and black like Intel, IBM, Apple, or Google. People associate certain attributes to particular products and designs. People won’t understand what you are offering them if you make the wrong impression. Pay particular attention to detail and use the right research and analysis to make a lasting impression that makes sense with audiences.

How Brand Research Can Help

Brand marketing research is integral to the success of organizations in the modern world. In fact, no business out there that is successful in today’s market leaves home without brand research.

Brand research improves your competitiveness, visibility, and messaging and can help your business take a strategic position in the market using proven data from effective research and analysis services. Here are some of the major benefits of effective brand research:

  • Integrated Metrics: You can see the impacts of your project decisions and forecasts with measurable and tangible results.
  • Allocate Market Spend: Understand how to make investments that will lead to successful outcomes.
  • Identify Competition: You can not only find out who your competition is, but you can find out how and why they are successful in the market, or even discover how to position your brand in areas where your competition is lacking.
  • Develop Accurate Strategies: Create informed decisions built on a foundation of research and analytics with a better understanding of market developments, pricing, and positioning.
  • Capture Target Audience: Better understand consumer behavior and create effective marketing and advertising strategies.
  • Brand Perception: Truly understand how audiences feel and react to your brand, products and services.

Effective Brand Research for Organizations Across Industries

Research Optimus (ROP) has top research and analyst specialists who are tenured in market research, business research, customer analysis, and brand research services that provide the required insights to take the appropriate steps towards building effective and long lasting business brand awareness, brand marketing, and positioning strategies. Apart from services like market research, product research, and risk analysis, contact our team today to jump start or further advance your journey into brand research and obtain the targeted insights you need to avoid branding mistakes.

By: https://www.researchoptimus.com/

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Decision Analyst

An introduction to brand strategy, and the tangible and intangible elements that make up a brand. And a brief discussion of the questions of to ask in order to focus and improve your brand strategy. Learn More: https://www.decisionanalyst.com/servi…

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How To Stand Out As a Leader In a Saturated Online Market

Fit in, or stand out? Serve existing markets, or serve those in untapped markets? As the online marketplace becomes increasingly saturated for entrepreneurs, and the amount of information available to us online leaves us feeling increasingly overwhelmed, we reach a point where we have no choice but to pull back and reassess what is important to us.

What is commonly referred to as the red or blue ocean strategy, business owners can create an offer so unique and differentiated that they can stand out in the market instead of drowning in a blood-stained red ocean. 

Here are 3 ways you can stand out in a saturated market online, more so from a humane level rather than a strategic level.

Realize what is true for you, not what is true for others

It is easy for people to follow the cookie-cutter strategies of how things have always been done. But as the world, society, and humans evolve, so does the way we do business.

Many find this challenging because they lack a deep level of awareness and trust in themselves. They’re afraid that if they tapped into their own intuition and deep inner-knowing, it might not bring them the success they see everyone else achieving.

Long-lasting and sustainable success in business comes from doing what feels good to you, every step of the way. While you can achieve success following other strategies, if it doesn’t feel good to you, it will leave you feeling uninspired and unfulfilled.

Related: Go WIth Your Gut: How To Use Your Intuition To Succeed In Business

Challenge the status quo of business

As humanity evolves into heightened levels of awareness and consciousness, we naturally begin to create a new paradigm of business.

Challenging the status quo is not a common desire amongst leaders. According to Harvard Business Review, 72 percent of leaders say they rarely, or never or rarely challenge their status quo in business.

Leading and serving from the inside out means we learn to know ourselves first and foremost. This can be a fulfilling journey of self-discovery for many, finding their own purpose and truth, which can become largely suppressed when we work in a typical traditional job that isn’t aligned with our highest desires. 

To challenge the status quo of business comes with making one fearless and courageous decision at a time.

Related: Is Your Status Quo Killing Your Business?

Find your “Zone of Genius”

Gay Hendricks identifies 4 different zones of genius in his book, The Big Leap.

In the “zone of genius,” we can zone in on and capitalize on our innate gifts and abilities that come naturally to us. In this zone, we become in flow and realize what we are uniquely gifted at, often finding ourselves skilled in a specific area more so than others. 

In Hendricks’ book, he prompts you to ask yourself what you do you do that doesn’t seem like work, and what brings you ultimate joy, satisfaction, and abundance at the same time.

Related: 8 Reasons To Find Joy In Your Job

Ultimately, standing out in a saturated market online is about identifying what comes naturally to you and capitalizing on that unique gift and skill. We often attempt to do things that come naturally to other people, mimicking their steps and strategies while ignoring or denying our truest and inner-most skills and gifts. 

To live a whole and fulfilling life, we must enjoy what we do, including how we run our business on a day-to-day basis. By focusing on what feels good to you (and not others), we can ultimately achieve the levels of joy and freedom we are all seeking. 

Kelly Wing Entrepreneur Leadership Network Contributor

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Simple Chart Shows How Much Small Business Continues To Struggle

The election results may appear to be good for markets, but coronavirus cases have crossed the 100,000-cases-per-day mark and are taking a major toll on small businesses.In a note from Torsten Sløk of Apollo Global Management, Sløk pointed out that the virus is preventing key behavior that benefits small business — especially people going to restaurants, bars, cafés and more.

“This continues to weigh on employment numbers for small businesses,” he wrote.The small business index plummeted in March, but it has continued a downward trajectory since recovering slightly in the summer as the virus ebbed somewhat and outdoor infrastructure was established in the warmer months.

“Given half of U.S. employment is in businesses with less than 500 workers and given the lower likelihood of additional fiscal support, this is a downside risk to nonfarm payrolls over the coming months, including tomorrow,” Sløk wrote. The Bureau of Labor Statistics will release the October employment report on Friday, Nov. 6.

This matched trends in ADP data that showed continued struggles for small businesses, which here are qualified as those with fewer than 500 workers.Sløk writes that the crisis for these businesses will not be over until the coronavirus crisis is likewise over, and the earliest would be mid-2021.

The reason why this affects small businesses more than large ones, Sløk told Yahoo Finance, is because small businesses don’t really get much financing in corporate bond markets. Large businesses can do so, and the Fed’s activity has supported these markets considerably. Small businesses, on the other hand, mainly get financing from banks — and banks have tightened their credit conditions, making it harder to get loans.

The corporate bond markets are much easier to tap than bank lending. (Apollo)

This has created a major divergence between small businesses and their larger counterparts. On the one hand, the corporate bond markets are strong. On the other, lending standards for banks are tight.

The U.S. Chamber of Commerce’s small business index has bounced back from a dismal Q2, it’s still behind confidence levels it had before the pandemic. The Chamber noted that small businesses saw the economy as their top voting issue in the recent election — consistent with many exit polls that said the economy was a greater issue than the coronavirus, even though Sløk and other economists see the two as one in the same. To wit, due to lowered economic and consumer activity due to coronavirus, which has cost over 234,000 lives, 60% of shuttered businesses will never reopen, according to Yelp.

At the same time, the National Federation of Independent Business announced this week that many small businesses were looking to hire but were having trouble finding qualified labor.

This is yet another instance of a so-called K-shaped recovery, where one group recovers much faster than the other. Just this week, Jefferies unveiled a new S&P 500 price target of 3,750 for 2021, showing a fairly bullish outlook for these 500 large American companies — especially given the likely election outcome.

Ethan Wolff-Mann is a writer at Yahoo Finance focusing on consumer issues, personal finance, retail, airlines, and more. Follow him on Twitter @ewolffmann.

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Yahoo Finance

Neil Bradley of the U.S. Chamber of Commerce discusses concern about social unrest after the election, small businesses supporting an economy amid the coronavirus pandemic, and why the US Chamber of Commerce doesn’t support presidential candidates. #2020election#coronavirus#ChamberofCommerce Subscribe to Yahoo Finance: https://yhoo.it/2fGu5Bb About Yahoo Finance: At Yahoo Finance, you get free stock quotes, up-to-date news, portfolio management resources, international market data, social interaction and mortgage rates that help you manage your financial life. About Yahoo Finance Premium: With a subscription to Yahoo Finance Premium, get the tools you need to invest with confidence. Discover new opportunities with expert research and investment ideas backed by technical and fundamental analysis. Optimize your trades with advanced portfolio insights, fundamental analysis, enhanced charting, and more. To learn more about Yahoo Finance Premium please visit: https://yhoo.it/33jXYBp Connect with Yahoo Finance: Get the latest news: https://yhoo.it/2fGu5Bb Find Yahoo Finance on Facebook: http://bit.ly/2A9u5Zq Follow Yahoo Finance on Twitter: http://bit.ly/2LMgloP Follow Yahoo Finance on Instagram: http://bit.ly/2LOpNYz Follow Cashay.com Follow Yahoo Finance Premium on Twitter: https://bit.ly/3hhcnmV

How to Make Smart Bets in Business

Business is full of bets, especially where investing is concerned. If you’re interested in rolling the dice by purchasing a business, making an angel investment in a startup or even allocating your hard-earned money for your first employee, it’s important to know what makes a smart bet and how to protect yourself from a worst-case scenario. It’s worth stating that even deciding to go into a business of your own is a form of a bet, and merits the same type of background due-diligence.

This may require testing or gaining new knowledge, but a thorough understanding is critical, especially with glaring statistics regarding the failure rate for startups at a whopping 50 percent, according to Small Biz Genius. With statistics like these, there’s no way to ensure success. However,  there are definitely ways to think through potential pitfalls in business models and feel more secure regarding where you invest your money and your time.

Related: Make Your Money Grow: How to get wealthy by Smart Investment

Verify demand through popularity

When it comes down to it, a sure bet in business is dependent upon how much customers want what it is that you’re selling. If you can do some market research and verify demand, you’re in good shape. Demand can come from the product’s value — such as its ability to solve a problem — or even from the person who’s selling the product, like a major celebrity who has established trust with millions of followers online. 

This is one of the reasons why big influencers and celebrities can land lucrative book deals. Publishers know that whatever they release will fly off the shelves. The demand from their fanbase is verifiable. Take comedian Amy Schumer, who landed a rumored $8-10 million book deal for 2016’s The Girl With the Lower Back Tattoo.

Verify demand through testing

If a celebrity or big-time influencer isn’t included in the equation and you’re just trying to figure out how a product will sell, try a “market as if it were real” test approach. According to Ron Rule from the Entrepreneur’s Handbook, this is because “the only way to truly know if someone is going to fork over their hard-earned cash to buy your product is to get it in front of them.” Otherwise, market research is all mere guesswork. It gets you more clarity than you would otherwise have, but it doesn’t mean much until a target customer’s wallet is involved. 

Rather than going through the hassle and added investment of actually building out the product and then seeing if there’s a demand, Rule recommends creating a prototype of the product in Photoshop, setting up an ecommerce website and then leaving your payment processing in test mode so that it doesn’t actually charge a potential customer’s credit card for a fictional item. 

Then, begin to direct ads to the page to see if customers actually buy. “Personally I would spend around $10,000 on a proper marketing test, but you can start with a lot less if you aren’t comfortable going that high right away,” Rule elaborates in his book. “I do recommend spending at least $1,000 because you want to get enough clicks and conversions for the data to mean something — trust me, it’s a heck of a lot cheaper to lose $1,000 on a marketing test than it is to lose tens or hundreds of thousands of dollars producing a product nobody wants.” 

Sometimes, the best bets require a smaller upfront investment first for a big payout on the back end.

Engulf yourself into the industry

The more you know about what you’re investing in, the more educated your bets can be, which usually pays off on the back end. This piece of advice comes from sports gambler Zach Hirsch. At 18 years old, Hirsch is regarded as one of the top-performing sports analysts in sports gambling, with a 90 percent accuracy rate in his predictions (which is over 20 percent higher than the industry average). 

Hirsch’s best advice on making sound bets is to “engulf yourself in the industry.” For Hirsch, he takes this piece of advice within the type of sport he’s betting on, but the advice carries for business investments, as well. “Learn everything there is to know, engage with the experts, and do whatever it takes to further your understanding of the craft,” Hirsch recommends. This advice can be extended to getting to know the founder of the startup you’re investing in or just ensuring you know as much as you can about your new industry, so you can see clearly how a product or service will perform. Do your backup research, then research some more. Keep having important conversations.

Related: How to Invest Your Hard-Earned Money in the Right Project

Even with verified demand and a thorough understanding of your industry, there’s no guarantee that your investment is 100 percent safe, but you’ll at least have the perspective to see potential bumps in the road or glaring stop signs in your betting decisions. These insights may make all the difference.

By: Aimee Tariq / Entrepreneur Leadership Network Contributor

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