April 14th 2022

Take Your Business to the Next Level With This Exclusive Research on Brand Positioning

Take Your Business to the Next Level With This Exclusive Research on Brand Positioning

If you’ve always wondered why customers are fascinated by some brands but uninterested in others? Or why do people prefer one brand above another? Then know that questions like these have been raised many times in the business world.

And Facebook—after polling 15,000 consumers—found out that the most important factors influencing trust and loyalty were cost, quality, experience, and consistency.

Some customers want to buy expensive products, while others avoid them. Some customers may appreciate a brand due to a major previous experience with it, while others seek new experiences from a variety of companies. The exponential development of fast fashion clearly demonstrates that most customers do not value quality either. 


Consumers place a premium on consistency beyond anything else. And focusing on your brand's position is the greatest strategy to create a consistent brand. 
But how do you do this? We recently tested a few brand positioning concepts to see how shoppers react to modern vs. classic brands.

What is the Purpose of This Survey?

The goal of this study was to find out which brands people are interested in and how this differs depending on their demographics.
The data we obtained will aid business owners looking to get started on building or rebranding their small, medium, or big businesses in making quick, well-informed decisions that will help them in properly positioning their business and naming their company.
However, in order to meet the survey's aims, we asked Americans whether they would prefer to engage with an established and reputable firm or a new and innovative one.

Why Did We Have to Ask That Question? 

When building or rebranding your business, it's important to remember that choosing a tone is one of the most important and long-lasting branding decisions you'll make. 
The right tone is important because it allows entrepreneurs, marketing teams, and corporate executives to shape their brand’s identity and how others view them.
Consider how our market today would’ve changed if: 

  • Wozniak and Jobs had named their company Executex instead of Apple.
  • Bezos had stuck with Cadabra instead of Amazon.
  • Instead of Nike, Phil Knight had decided to stay with their first name, Blue Ribbon Sports.
  • Larry and Sergey had continued using Backrub as the name of their company.  

Your brand tone has an impact on your company's entire identity as well as customer expectations. Your tone is crucial when it comes to branding, and you can't afford to overlook it when creating your brand’s naming strategy.
And our survey was specifically intended to determine which clients would be attracted to modern businesses vs. classic ones. We chose this path because one of the most critical decisions a founder must consider is whether to position itself as a new or classic brand. 

What the Study Found Out About Positioning

Even though the study's conclusions were hardly earth-shattering, the answers we received were surprising. Here's a quick rundown of what we learned from the 301 persons that participated: 

  • New businesses were appealing to people in their twenties and thirties, with over half of those surveyed preferring new and emerging companies over well-known and reputable ones.
https://lh4.googleusercontent.com/4F4of7Wyjsru0ivJrJM5gsxPL9LCduVBS0lMrfTnsbX3e6A9pA86NCRwL_AfJVQciLj-nPurN2D637JemklzECUkmbVyyTzTFyHZSxcv43HAW8jd47LE85xSho9LnNZuGh8yrqpO
  • Audiences aged 35–45 prefer young brands to established ones. This age group, on the other hand, was evenly divided between the two choices.

https://lh3.googleusercontent.com/PPNlApsSbggid8v_IswJkQMlJxsnYpiL0pRX93XWvLizgtWCXsn4AOh9acBHnaHzHAd2NY14OP4qpl_2kEug0dsb3WP37b3wosLI3-ucFCSEDTmWjVejDIXtw78_W-8_SKxdLORV

  • Traditional and reputable brands were more appealing to audiences ages 45–54 and 55–65.

https://lh4.googleusercontent.com/LB-8NSxmFf_l_j2HVL1snu62XOxV85ZimVQlbfwCl1Df5cyWRalL2QfZs_3b0cEhrz6ulCuuQAAIOHNbaKQhi8ipqqt88NJISsRxleiNTLz8WoBalyx989y8GrZP61k7XSICDx0t

Courtesy: Squadhelp.com


  • Traditional and reputable companies were inherently appealing to those aged 55 to 65.
https://lh6.googleusercontent.com/26p655_5o9TlWSFBZJxrK-yaHeqwVZyDE4C5BakoOAF0n6x3X-WDcy1LakJXTc2n0b0xhebXNz_0Ps3bYD2j_qRL5BNM9M50MkROO7grkyAdKCTsShGT4YFUZjKLEN59timUWT8c


  • According to the information we gathered, men have no preference for either modern or classic businesses.

https://lh5.googleusercontent.com/bTSAMVOh9Wo5G65yKN40fU_sROwYyozSiyAdlwwVk9AHUid3iByWZOl4yuKqrfypa_cbmWUcKrJ9KovNO7cwO4iq28e8dwEEe2J5DB2PVzx2Xd7KKPr5tzmgMmGkyX54FCgYVw11

  • Women, on the other hand, prefer classic and old brands over contemporary and new companies.

https://lh5.googleusercontent.com/KuVwxnfQm80AHFKN1QnF7LFvsxxK-hg3BfkpdN5TNVAGX-7hzxYca_5BMFFEbiSvNRYX-LnR6OXwZKA0OzslpY7l4iH1fsEsnuZ4fsHIIisDCYCapICz1XXhKNZOEQoKYyfIzgLC

  • 153 of the 301 respondents preferred established and reliable firms, while 148 preferred new and innovative ones. The survey clarifies that any business can take any position they want to as long as it’s in line with their target audience.

https://lh6.googleusercontent.com/ZHL-1P7hH07LT_x3lVWAzDA9UZIrjMomYiNWtFTInH2Qo_1M2gaoghYMRAiNZD0OFyiamnN8XoFPyU6tvXVol2sueOBlPZvtGXzGJg7amIrlHqaGUdCedcjWQ96jT9If3048S0iK

What it All Means

The research shows that the younger demographic is interested in fresh, modern, innovative, and disruptive startups, while Baby Boomers and Gen Xers love traditional brands. 
So, if you’re targeting a younger customer demographic, ensure your firm has a distinct, modern, and original brand identity. But if you're targeting an older customer demographic, ensure your business has a solid traditional identity.
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 such as Nestle, Dell, Nuskin, and AutoNation.

All images Courtesy: Squadhelp.com

Written by Grant Polachek - Squadhelp


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