As humans we simply don’t have the time or brain capacity to make all our decisions consciously and rationally using System 2 thinking.
That is why, when it comes to everyday brand purchases, the majority of our decision-making is driven by our subconscious minds, using instinctive, System 1 thinking.
And even when it comes to more significant purchases, we still tend to rely on subconscious intervention to guide us towards the final purchase decision.
This means that in order to become part of our consideration set a brand must be capable of appealing to our subconscious mind as well as our conscious one.
Subconscious appeal requires high levels of brand saliency, impact and differentiation, delivered via the brand’s:
Product quality and performance
Proposition and positioning
However, as every marketer knows, achieving brand stand-out has never been more challenging.
That is where Brandspeak comes in.
Our Brand research capabilities
Whether you are developing a new B2C or B2B brand, or re-energising an existing one, Brandspeak’s brand research toolkit and experience will enable you to successfully access instinctive, emotional, System 1 thinking.
We’ll help you ensure your brand is both salient and differentiated by:
Defining the brand needs, expectations and behaviours of your target customers – including the intuitive, emotional ones that are critical to System 1 thinking.
Benchmark your competitors – to determine the extent of their brand salience and differentiation across the different elements of the marketing mix.
Identifying the nature of the brand positioning that best reflects the priorities of your consumer and the weaknesses of your competition.
Determining the brand values, personality and essence best able to support your positioning.
Identifying the most important KPIs to monitor how brand is performing versus strategy and in relation to the competition.
It can be a a simple enough task to write your brand positioning statement:
For [target customers], [company name] is the [market definition] that delivers [brand promise] because only [company name] is [reason to believe].
The question is, will it accurately represent how your brand is currently percieved? Using a brand research agency like Brandspeak gives you the opportunity to test your current position; does the perception of your brand currently live up to the companies expectations? By analysing you position relative to your competitors it can also identify possible opportunities for competitive release that will lead to improved brand saliency.
“Successful brands are successful precisely because they make it their mission to challenge the status quo in ways that truly resonate”