What are the best methods and tools for brand identity research?

1 Define your brand purpose and goals

Before you start researching, you need to have a clear idea of what your brand stands for, what it aims to achieve, and how it differs from others. Your brand purpose and goals should guide your research questions and objectives, as well as your brand strategy and positioning. To define your brand purpose and goals, you can use tools like the Golden Circle, the Brand Pyramid, or the Brand Essence Wheel.

2 Conduct audience research

Audience research is the core of brand identity research, as it helps you understand who your ideal customers are, what they want, and how they perceive your brand. Audience research can involve both quantitative and qualitative methods, such as surveys, interviews, focus groups, personas, or customer journey maps. You can use tools like Typeform, SurveyMonkey, UserTesting, or HubSpot to collect and analyze audience data.

3 Conduct competitor research

Competitor research is the process of analyzing your direct and indirect competitors, their strengths and weaknesses, their brand identities, and their market positions. Competitor research can help you identify gaps and opportunities in the market, as well as differentiate your brand from others. You can use tools like SWOT analysis, Porter's Five Forces, or Competitor Matrix to conduct competitor research.

4 Conduct market research

Market research is the process of exploring the external factors that affect your brand, such as industry trends, customer behavior, social and cultural influences, or legal and ethical issues. Market research can help you adapt your brand identity to the changing needs and expectations of your customers and stakeholders. You can use tools like PESTLE analysis, Trend Hunter, or Google Trends to conduct market research.

5 Synthesize your research findings

After you have collected and analyzed your data, you need to synthesize your research findings into actionable insights and recommendations for your brand identity. You can use tools like affinity diagrams, mind maps, or SWOT analysis to organize and visualize your findings. You can also use tools like Brand Archetypes, Brand Personality, or Brand Voice to translate your findings into brand attributes and characteristics.

6 Test and validate your brand identity

The final step of brand identity research is to test and validate your brand identity with your target audience and stakeholders. You can use tools like mood boards, logo sketches, style guides, or mockups to create prototypes of your brand identity elements. You can then use tools like UsabilityHub, Figma, or InVision to test and get feedback on your prototypes. Testing and validating your brand identity can help you refine and improve it before launching it to the market.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?