Given the growing number of startups opening their doors each year, establishing your brand in a market that is quickly clogged with branding noise is becoming more difficult.
Customer behavior is getting increasingly erratic throughout the world as a result of the pandemic. This shift in client behavior has made it harder for new business owners to position their companies correctly.
Despite these challenges, there are a few tried-and-true brand positioning concepts that’d help your company stand out.
We investigated these concepts in a recent survey to discover how different client groups respond to modern vs. traditional brand positioning.
Why We Conducted The Survey
Our goal was to determine which brands attracted people and how this differed depending on their demographics.
This study will aid business owners in making quick, well-researched branding decisions that’ll position their brand for success, whether they run a small, medium, or large company.
However, to meet the survey’s goals, we had to ask people living in the US a crucial question: “Would you prefer to work with a fresh, modern brand tone or an old, trusted one?”
Why Did We Ask this Question in the First Place?
Choosing a tone for your brand is one of the most important and defining branding decisions you’ll make when beginning or rebranding your company.
Picking the correct tone is important because it aids entrepreneurs, product managers, and brand executives position their companies.
Consider what the market would be if:
- Amazon had remained Cadabra
- Zappos had remained ShoeStore
- Hydrox cookie had been given an attractive name
Your brand’s tone has an impact on both the overall personality of your company and how people perceive it. The tone of your brand is so crucial to your company’s branding that you can’t afford to overlook it when creating your naming strategy.
Our survey was designed to determine which demography of the audience likes modern brands and which prefers established ones. We choose to focus on this since one of the most important decisions entrepreneurs make when creating their company’s brand is deciding if to go modern or traditional.
What We Discovered from the Survey
Although the survey’s results were predictable in some respects, the responses we got offered valuable information.
Here’s a rundown of what we learned from the 301 people we surveyed:
- Modern brands attracted people between the ages of 25 and 34. Half of those surveyed preferred modern brands to traditional ones.
Courtesy: Squadhelp
- People aged between 35 and 45 prefer modern brands to classic ones. This group, on the other hand, was evenly split between the two options.
Courtesy: Squadhelp
- People between the ages of 45 and 54 and those between 55 and 65 preferred traditional brands to new ones.
Courtesy: Squadhelp
- Many people between the ages of 55 and 65 were drawn to traditional companies.
Courtesy: Squadhelp
- Men have little to no appeal for both modern and classic brands.
Courtesy: Squadhelp
- Women, on the other hand, prefer traditional and trusted brands.
Courtesy: Squadhelp
- From the 301 persons surveyed, 153 people loved traditional companies, while 148 preferred new and innovative ones.
Courtesy: Squadhelp
The survey’s findings demonstrate that your brand can succeed, whether it’s modern or traditional.
How Does This Affect You?
According to the survey, most young people are drawn to fresh, modern, and unique companies. So, create a brand tone that’s current, distinctive, and engaging if you want to appeal to a younger audience.
However, if your target demographics are Baby Boomers and older Gen Xers, you should use a more traditional tone.
Businesses wanting to properly position their brand, according to the survey, must concentrate on their target audience, products, services, and brand tone.
The greatest way to connect your product, audience, and business is to come up with a fantastic brand name, and you can simply do that with the help of a strong business name generator.
Author - Grant Polachek
Grant Polachek is the Head of Branding at Inc 500 company Squadhelp.com, the worlds #1 naming platform, with 30,000+ customers from early-stage startups across the globe to the largest corporations including Nestle, Philips, Hilton, Pepsi, and AutoNation.
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