Brands have become an ever-present reality in our daily lives. Every day, the average person sees 6,000 to 10,000 ads from the time they wake up until they go to sleep. And that’s why it’s important that you know how your target audience reacts to brands and products. Brand positioning is defined as the act of designing a company’s offering and image to create an impact on its target market and audience.
Customer behavior has changed all over the world thanks to the Covid pandemic. This shift has made it more difficult for new business owners to position their companies correctly.
Nevertheless, there are a few tried-and-true brand positioning concepts that have helped many companies stand out.
We delved into some of these principles in a recent survey to examine how different customer demographics react to modern vs. traditional brand positioning.
Here’s the Purpose of our Survey
Our goal was to figure out which brand positions drew customers in and how that differed depending on their demographics.
It makes no difference if you run a small, medium, or large business; this research will guide you to make quick, well-researched branding decisions that’ll help your brand succeed in a crowded market.
However, to achieve our survey’s goals, we needed to ask Americans a crucial question: “Would you prefer to work with a fresh, new, innovative brand or an old, traditional, trusted one?”
What was the point of asking this question in the first place?
One of the most important and defining branding decisions you’ll make when beginning or rebranding your company is deciding the tone of your brand.
Your brand’s tone is crucial because it helps entrepreneurs, product managers, and brand executives position their companies.
Imagine if:
- Amazon had remained Cadabra
- Hydrox cookie was given an appealing name
- Zappos had remained ShoeStore
Your brand’s tone affects your company’s personality and how customers perceive it. When it comes to naming, your brand’s tone is so crucial to your company’s branding that you can’t afford to overlook it.
Our research sought to determine which demography of the audience preferred modern firms and which prefers old brands. We selected this because one of the most important considerations entrepreneurs make when creating their company’s brand is deciding whether to go modern or classic.
What We Discovered in the Survey
Although the discoveries we made from the survey were predictable in some aspects, the responses we got were genuinely eye-opening.
Here’s a rundown of what we learned from the 301 people we surveyed:
- People aged 25—34 were drawn to modern brands. Half of those we surveyed preferred modern brands over traditional brands.
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- People between the ages of 35—45 also chose modern brands. Something worth noting is that this group was equally split between the two alternatives.
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- People between the ages of 45—54 and 55—65 loved traditional brands.
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- Traditional brands also appealed to people between the ages of 55—65.
Courtesy: Squadhelp
- Men neither preferred modern nor traditional brands.
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- Women, on the other hand, chose classic and traditional brands.
Courtesy: Squadhelp
- From the 301 people we surveyed, 153 people prefer old brands, while 148 choose new and innovative ones.
Courtesy: Squadhelp
The results of our survey demonstrate that your brand, whether modern or traditional, has the potential to thrive in any industry.
What does This Mean for Your Brand?
According to the survey, most young people are drawn to fresh, creative, and unique businesses. So if you want to appeal to a younger audience, ensure you establish a brand tone that’s current, unique, and engaging.
But if your target customers are Baby Boomers and older Gen Xers, then it’s best to give your brand a traditional tone.
Every entrepreneur that must perfectly position their brand must focus on their target audience, products, services, and brand tone.
The easiest way to connect your product, audience, and business is to get a strong brand name, and you can quickly do that by using a powerful business name generator.
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About the Author
Grant Polachek is the Head of Branding at Inc 500 company Squadhelp.com, the world’s #1 naming platform, with 30,000+ customers from early-stage startups across the globe to the largest corporations including Nestle, Philips, Hilton, Pepsi, and AutoNation.
