We wanted to discover what kind of brands people gravitate towards, and how that differs throughout demographics. Knowing this should help the leaders of any business struggling with a branding rut, or with key early-days branding decisions, to choose a brand position that works well for them. This should hold true for small, medium and large businesses, and can be applied across sectors.
Our survey asked people living in the United States the question, ‘Would you be more interested in working with a new, innovative company or a historied, trusted organization?’
Why is This Question so Important?
One of the biggest, most defining choices you have to make when building your brand and naming your venture is the tone you’re going to go for. This is a huge decision for business owners, brand leaders, and product managers, and one that can shape the future of your initiative (determining whether it eventually becomes a big success).
What if Apple had chosen a brand and name that fit into the crowd?
Or what if Zappos did not rebrand from ShoeStore.com?
Or what if Squatty Potty had gone with a classic medical brand?
Your brand’s tone is the general attitude of your brand – the feelings and associations it evokes within your customers. Brand tone is important. So important it should be part of the naming strategy for any business.
Though there are other variations possible, potential brand tones tend to fall somewhere between ‘historied and trusted’ or ‘modern and innovative’, which are the two far ends of the spectrum.
read more (squadhelp)
Our survey asked people living in the United States the question, ‘Would you be more interested in working with a new, innovative company or a historied, trusted organization?’
Why is This Question so Important?
One of the biggest, most defining choices you have to make when building your brand and naming your venture is the tone you’re going to go for. This is a huge decision for business owners, brand leaders, and product managers, and one that can shape the future of your initiative (determining whether it eventually becomes a big success).
What if Apple had chosen a brand and name that fit into the crowd?
Or what if Zappos did not rebrand from ShoeStore.com?
Or what if Squatty Potty had gone with a classic medical brand?
Your brand’s tone is the general attitude of your brand – the feelings and associations it evokes within your customers. Brand tone is important. So important it should be part of the naming strategy for any business.
Though there are other variations possible, potential brand tones tend to fall somewhere between ‘historied and trusted’ or ‘modern and innovative’, which are the two far ends of the spectrum.
read more (squadhelp)
