CASE STUDY

STAND OUT FROM THE CROWD BY REFINING BRAND IDENTITY

CASE STUDY

STAND OUT FROM THE CROWD BY REFINING BRAND IDENTITY

A strong brand identity helps differentiate your brand and gives consumers a reason to choose your products and services over others. To ensure your branding and communication strategies help your brand stand apart, it’s important to understand what perceptions and emotional associations your brand elicits among your target audience.

One of our advertising agency clients was working with a well-established credit union to refine their brand identity and further differentiate them from the competition. Our client needed to better understand whether perceptions of the credit union’s banking features, benefits, and image associations had changed over time.

THE CHALLENGE

Refine brand identity and key messaging to align with the intended brand positioning by:

Identifying what matters most when selecting a credit union

Understanding their competitive position in the marketplace

Monitoring shifts in brand perceptions and image associations

THE RESEARCH

A hybrid qualitative/quantitative study including:

A series of focus groups exploring brand perceptions, points of differentiation, and key messaging

An online survey to identify the most compelling key messaging using MaxDiff

An online brand tracking survey

THE RESULTS

Research insights helped inform decisions on brand identity refinements designed to differentiate the brand. The findings also provided guidance on:

Key messaging development for future marketing campaigns

Allocation of marketing resources to maintain a strong presence within the competitive set

Gaining a deep understanding of your target audience’s brand perceptions can help guide refinements to your brand identity, positioning, key messaging, and set your brand apart from the competition.