See your brand the way consumers do – through their eyes and on their terms. It uncovers how people perceive and connect with your brand, giving you a clear picture of its health, how it stacks up in the market and even how perceptions change over time. Understanding your brand’s equity helps you build stronger customer relationships, fuel long-term growth and stay true to what makes your brand unique – what you stand for, who you serve, the value you deliver, and how you stand out from the competition.
Our client, a leading coatings company, wondered if their logo was holding back their brand – especially with younger consumers and professionals. They were considering a redesign but wanted clear, data-driven insights before making the investment.
We conducted quantitative research to measure how the logo influenced overall brand perception. We tested the logo alongside other brand elements – like messaging and marketing materials – to understand how everything worked together in the minds of their audience.
The logo did score lower in perception compared to the rest of the brand’s materials, and this was true across both younger and older audiences. But here’s the key: it didn’t impact purchase intent. The strength of the overall brand more than made up for any lower feelings about the logo. With this insight, the company chose to focus on boosting brand awareness and visibility – instead of spending time and resources on a logo redesign that wouldn’t move the needle. Not every brand challenge calls for a big change. By looking at the whole picture, we helped our client make a smarter, more impactful decision that aligned with their goals – and with their audience.
