Exclusive Research on Brand Positioning in 2021

The market is constantly changing; competition is hot, and companies are always on their toes adapting to these changes. If your company must thrive despite the fierce market competition, it must capture the hearts of your target audience.

But how can you win over customers who’ve never engaged with or experienced your outstanding service? The key to winning your audience’s heart lies in understanding brand positioning and how it can support your business.

What better way to better understand brand positioning concepts than by testing them? And that’s exactly what we did in a recent study. We tested these concepts to get a clear picture of how people react to a modern vs. traditional brand position.

Here’s Why We Performed this Survey

Our objective was to determine which brand positioning attracted people and how this changed based on their demographics.

This research will help you make rapid, deeply-researched branding decisions that’ll help your brand flourish in a crowded market, whether you operate a small, medium, or big business.

However, to meet our survey’s objectives, we needed to ask people in America a critical question: “Would you be more interested in working with a new, innovative company or a historied, trusted organization?”

Why Ask This Question?

First, understand that choosing the tone of your brand is one of the most significant and defining branding decisions you’ll make when starting or rebranding your company.

The tone of your brand is critical because it helps entrepreneurs, product managers, and brand executives position their businesses. Especially how you present yourself on social media.

Try to imagine the market today if:

• Amazon had remained Cadabra
• Hydrox had a better name than Oreo
• Zappos was still ShoeStore

The tone of your brand influences your company’s personality online and how people perceive it. The tone of your brand is so important to your company’s branding that you can’t afford to ignore it when finding a great name for your business.

Our research focused on identifying what audience demographic favored new businesses and which ones preferred traditional brands. We chose this because selecting whether to go modern or traditional is one of the most significant decisions entrepreneurs make when developing their company’s identity.

Here’s What We Learned from the Survey

Although the survey’s findings were expected in some ways, the results we received were truly eye-opening.

Here’s a summary of what we discovered from the 301 persons we surveyed:

• People between the ages of 25 and 34 were drawn to modern brands. We found that half of those surveyed favored modern brands over old ones.

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• People between the ages of 35 and 45 also preferred modern brands. It’s worth mentioning that this group was evenly divided between the two options.

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• People aged 45—54 and 55—65 were drawn to traditional brands.

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• Traditional brands also appealed to those aged 55 to 65.

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• Men had no preference in choosing a new or traditional brand.

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• Women, on the other hand, gravitated toward classic and traditional brands.

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• Out of the 301 people we surveyed, 153 chose traditional brands, while 148 chose fresh and modern ones.

Courtesy: Squadhelp

According to the results of our study, your brand, whether modern or classic, has the potential to succeed in any sector.

What Does This Mean for Your Company’s Brand?

It’s pretty clear that the majority of young people love new, innovative, and unique brands. So, if you want to appeal to a younger audience, make sure your brand’s tone is modern, distinctive, and engaging.

However, if your target customers are Baby Boomers and older Gen Xers, then you should stick with a traditional tone.

Every entrepreneur who wants to position their brand correctly must consider their target audience demographic, products, services, and brand tone.

The simplest approach to link your product, audience, and business is to get a compelling brand name, and you can do that quickly by using a fast, powerful business name generator.

Grant Polachek

Head of Branding at Squadhelp.com

The world’s #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.