We don’t just do B2B brand development research. Wherever you have questions about your target audience, Adience can get you answers. Check out our other services:
B2B brand development
Stay ahead of the curve and future-proof your brand.
Adience has heaps of experience in business-to-business (B2B) brand development research. Whether you’re developing new or existing brands, we’ve got you covered.
In B2B, a strong brand:
Makes you a must-have on shortlists
Lets you charge a premium
Builds preference and loyalty
Makes you the safe choice
Is a point of differentiation
Simplifies the decision for buyers
Why Adience?
Because B2B market research shouldn’t be boring-to-boring. It’s hard to develop your brand the right way when your brand research partners are delivering stale, sub-par data.
If their processes are stuck in a 20-year rut, they can’t help you grow in the 2020s.
We’re not set in our ways – we slot into your systems. We’ll make clear recommendations for a leading brand position, then map out the journey to reach it.
You’ll have a reliable picture of what your brand is, could, and should be. That provides a clear map for strong brand building, so you can:
01
Clearly articulate your positioning
02
Communicate it internally and ensure staff embrace it
03
Market it externally and monitor your ownership of this position
Want to discuss a customer segmentation project?
GET IN TOUCHWhat is B2B brand development research?
01
Brand positioning
Define what the brand stands for. Ensure your brand building reflects team values and is something everybody buys into.
02Logos and straplines
Identify how the target market reacts to: different logos, straplines, or other visual and identity options; the messages they convey; revisions designed to optimize their impact.
03
04Messaging frameworks
Follow a framework that lives and breathes your competitive advantage – find the right personality for your messages.
Marcomms optimization
Discover which unmet customer needs to target; assess channel choice; refine materials; analyze their impact.
05Brand architecture
Inform your brand portfolio strategy. How should your corporate brand, subsidiaries, product brands or lines, and individual services relate to – and differentiate from – each other?
06
Adience’s B2B brand development research process
B2B brand development is our bread and butter. Through a program of research, we will:
01
Probe the conscious and subconscious to reveal the target audience’s brand perceptions and sentiment
02
Identify the ideal brand positioning or architecture
03
Explore whether any customer segments differ from the norm and why
Why B2B brand development research matters
We’ll help your business grow, supporting you with:
01
Internal benchmarking
Look ‘inside-out’. See and set baseline levels for your different brand strengths.
Find out where you can capitalize on strong brand aspects and identify the areas for improvement.
02
External benchmarking
Look ‘outside-in’. Evaluate your brand’s market standing versus competitors.
Use competitive benchmarking to measure brand performance progress and find white space you can move into.
03
Improving communications
Test your marketing communications strategy against the ideal brand management and positioning.
Communicate more effectively with customers and prospects, to help your brand develop as intended.
04
Future-proofing your brand
Assess the market, its direction of travel, and the role played by a growing or evolving competitor set.
Inform a robust brand development strategy, for a company looking to keep up with and capitalize on changing times.
We’re really good at helping B2B brands grow. It’s our speciality – we only focus on B2B research, we don’t cover consumer markets. An Adience B2B brand building research program has three guiding principles:
01
Smart tools
You don’t own your brand. That’s because it lives in a customer’s mind – it’s the sum of all their perceptions about a company.
These brand perceptions are both conscious and subconscious. They’re difficult to articulate accurately.
To create an effective and intelligent brand strategy, you need to use smart tools to uncover the target audience’s true perceptions.
02
Sense check
Any brand development study has to include some research with internal stakeholders, to identify their perceptions of the current brand performance too.
Optimum brand positioning is only that if staff can live and breathe it day-to-day. If a brand’s communications say one thing, but a customer experiences something completely different, there’s a disconnect that generates mistrust.
03
Reality check
Brand perceptions influence purchase decisions. After identifying the ideal brand positioning, you must ensure it translates into higher levels of consideration, preference, and advocacy.
Therefore, whether using qualitative or quantitative research, you must include questions to validate that the brand building activities will ultimately be successful.
Got questions?
LET’S TALKLooking for something different?
Frequently asked questions
What brand research methods does Adience use to conduct brand research?
The most effective brand research draws on both quantitative and qualitative methods. Quantitative brand research is good for tracking key brand metrics at scale: awareness, consideration, preference, and the brand associations that shape purchase decisions. But qualitative research, including focus groups and in-depth interviews, gets beneath the surface to reveal the conscious and subconscious perceptions that numbers alone can’t capture.
At Adience, every brand research project is designed around your specific objectives, so the methodology always serves the insight, not the other way around.
How does brand market research help you build brand value and brand equity?
Brand value and brand equity are built on understanding, not instinct. Brand market research gives you a clear picture of how your brand identity is perceived, where you sit relative to competitors, and what’s driving loyalty among your loyal customers. Without that foundation, it’s easy to invest in the wrong positioning. With it, you can build and protect the kind of brand equity that genuinely sets you apart.
How does brand analysis feed into your marketing strategy?
Brand analysis evaluates your brand both inside-out and outside-in, benchmarking your brand health against competitors and identifying perceptual white space you can credibly move into. It validates whether your value proposition is resonating and shapes your marketing strategy by informing messaging and channel decisions. Good brand research work doesn’t just surface the obvious. It delivers the actionable insights needed to move forward with confidence.