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Porter Research

Time for a Tune-Up: Reinvigorate Your Brand with Positioning Research

Jennifer Dennard, E-Media Marketing Specialist
May 21, 2010

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In the age of near-instant communication via social networking sites, instant messaging and texting, word travels fast. Consumers have developed loud voices when it comes to getting the message out about brands and products they like. Oftentimes, their voice grows even louder when they want to alert their friends and followers to the deficiencies of a particular product. Many consumers have even taken their concerns straight to the source, posting messages on corporate Facebook pages.

It is important to learn how to measure this information through brand positioning research. By measuring brand awareness and product messaging in the marketplace, companies will hopefully avoid the recent media attention surrounding brands like Nestlé, Toyota and Pampers.

"Brands give a customer another reason to consider and buy a product or service, or to switch to an alternative supplier," explains Cynthia Porter, president of Porter Research. She has worked with more than 300 IT companies over the last 20 years, and has learned that simply differentiating IT products and services is no longer enough. Branding is key.  "A successful brand image can drive premium pricing and create barriers to entry for the competition by strengthening customer loyalty. Research is the foundation for the next step-an effective brand strategy."

According to the Branding Strategy Insider - a branding blog sponsored by the Blake Project to help marketing-oriented leaders and professionals build strong brands - brand positioning research offers five key takeaways:
  • Understand your brand's strengths and weaknesses from the customer's point of view.
  • Know how a customer perceives your brand in relation to how they perceive competitive brands.
  • Know what benefits are believable for your brand.
  • Understand the most important benefits to customers, and which of those your brand can "own" in a customer's mind.
  • Learn how different customer groups perceive your brand's product/service categories, and the brands within them, differently.
Porter adds that brand positioning research also requires a careful assessment of what the brand is, what exactly it is that it does, and how the customer can benefit from your products or services. "While this is a painful exercise, you can’t just do it once and forget about it," she explains. "Brands are organic. They need tending and refreshing. Look at your messaging and positioning every day. Is it still viable? Are you still delivering on your differentiating promise? Has a competitor beaten you to the punch? If so, finesse your position. Tweak your messages."

Brand positioning research is a strategic product development and marketing tool that will ensure a product's sustained viability in the marketplace. Undertaking this type of research with a trusted market research firm will clearly define competitive opportunities and threats not previously considered, providing insight into how to positively position your brand in the marketplace and in the minds of customers.







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