There are times when you wonder why customers are more intrigued by some brands than they are by others from the same industry. And the truth is you’re not the only one in the business industry with such thoughts.
Back then, Facebook ran a poll on its customers to understand what influenced their trust and loyalty, and results showed there were 4 key factors, namely cost, experience, quality, and consistency. Some customers were attracted to the more expensive products than they were to the cheap ones. Some customers used their past experiences with brands to influence how they shop with them in the future.
Also, some customers preferred fast-rising products and placed little emphasis on quality, while others judged a brand based on its consistency above every other factor. But before you can attain the status of a consistent brand, you need to focus on strategies like the use of a product name generator or adopting a brand tone that elevates your brand’s position. So, how do you do that?
To help you out, we conducted a test on the different brand positioning concepts to see how customers feel about modern and classic brands.
The essence of this extensive research was to find out the different brand choices of customers and how their demographics affect these choices. That way, brand owners have the tools they need to build or rebuild their brands through proper brand positioning. To do this, we asked different customers what they preferred between a well-known classic brand and a new, innovative one.
For starters, one crucial decision to make when developing or revamping your brand is the tone to adopt. This is because a brand tone defines and shapes a brand’s identity as well as how this identity is viewed by the customers.
Your brand tone is also important for making a long-lasting impression on your customers. Imagine what would have been if:
- Google had remained as BackRub instead;
- Sound of Music wasn’t renamed to Best Buy;
- The owners of Sony Corporation carried on with the use of Tokyo Tsushin Kogyo;
In essence, your brand tone is essential for any brand naming strategy. Also, we asked customers to pick between classic and modern brands because these two options serve as the basis for any brand positioning.
When we conducted our research on the 301 individuals that participated, we did get a few surprises, and here are the results based on the age grades of each participant:
- Individuals in their twenties and thirties: this age group was more attracted to the new and emerging brands rather than old and established firms.
- Individuals aged between 35 to 45: members of this age grade were also more interested in the innovative and modern brands instead of the classic, well-known companies.
- Individuals aged between 45 to 54: these individuals had a different opinion and chose the more traditional and reputable companies over the new ones.
- Individuals aged between 55 to 65: these individuals also chose classic and traditional brands over modern brands.
Furthermore, we found out that men had no preference between old and new companies while women, on the other hand, preferred classic brands.
The results from this survey will help brand owners make the right decisions concerning their brand positioning. So, if you’re a brand looking to appeal to the younger demographic, then your brand has to adopt a modern and innovative tone. In contrast, if you intend to target the older demographic, then your brand tone has to be traditional and classic.
Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.