Exclusive Brand Positioning Research to Help Leverage Your Business in 2021

Grant Polachek

Due to the sheer number of startups that emerge each year, building your brand in a market that is fast getting congested with branding noise is becoming increasingly challenging.

As a result of the pandemic, customer behavior is becoming increasingly unpredictable throughout the world. This shift in customer behavior has made it more difficult for new company owners to accurately position their businesses.

Regardless of these obstacles, there are a few tried-and-true brand positioning principles that may help your business stand out.

In a recent study at Squadhelp, we looked into these ideas to see how various client groups react to modern vs. conventional brand positioning.

What Was the Purpose of the Survey?

Our objective was to know which brand position attracted customers and how that changed based on their demographics.

This study will assist business owners in making rapid, well-researched branding decisions that will position their brand for success. It doesn’t matter if they manage a small, medium, or large company. 

However, to achieve the survey’s objectives, we needed to ask people in the United States a critical question: “Would you prefer to work with a new, current brand tone or an old, trusted one?”

What Was the Point of Asking This Question?

When starting or rebranding your company, choosing a tone for your brand is one of the most significant and defining branding decisions you’ll make. The right tone helps entrepreneurs, product managers, and brand executives position their businesses.

Try imagining if:

  • Amazon had remained Cadabra
  • Zappos was still known as ShoeStore 
  • Hydrox cookie was given a catchy name

The tone of your brand has an influence on both its overall personality and how people perceive it. Your brand’s tone is so important to your company’s branding that you can’t afford to neglect it when coming up with a naming strategy.

The purpose of our study was to find out which demographic of the audience favors modern companies and which prefers traditional brands. We chose this because selecting whether to go modern or traditional is one of the most important decisions entrepreneurs make when developing their company’s identity.

What We Learned from the Survey

Although the survey’s results were anticipated in some ways, the replies we received were truly revealing.

Here’s a summary of what we discovered from the 301 persons we surveyed:

  • People between the ages of 25 and 34 were drawn to modern brands. Modern brands were favored above traditional brands by half of those surveyed.

People between the ages of 25 and 34 were drawn to modern brands.

Source: Squadhelp

  • People between the ages of 35 and 45 prefer new brands to traditional ones. It’s worth noting that this group was evenly split between the two options.

People between the ages of 35 and 45 prefer new brands to traditional ones.

Source: Squadhelp

  • Traditional brands were chosen by people between the ages of 45 and 54 and those between the ages of 55 and 65.

Traditional brands were chosen by people between the ages of 45 and 54 and those between the ages of 55 and 65.

Source: Squadhelp

  • Traditional brands also drew a lot of people between the ages of 55 and 65.

Traditional brands also drew a lot of people between the ages of 55 and 65.

Source: Squadhelp

  • Men had no preference for either modern or classic brands.

Men had no preference for either modern or classic brands.

Source: Squadhelp

  • Women, on the other hand, preferred traditional and trusted brands.

Women, on the other hand, preferred traditional and trusted brands.

Source: Squadhelp

  • In general, 153 persons favored classic companies, while 148 preferred new and modern ones, according to the 301 participants surveyed.

153 persons favored classic companies, while 148 preferred new and modern ones.

Source: Squadhelp

The results of the study show that your brand, whether modern or traditional, can flourish.

What Impact Will This Have on You?

Businesses that aim for a perfect brand positioning must focus on their target demographic, products, services, and brand tone.

According to the survey, many young people love new, innovative, and distinctive companies; if you want to appeal to a younger audience, establish a brand tone that is contemporary, original, and engaging. On the other hand, if your target demographics are Baby Boomers and older Gen Xers, you must adopt a more traditional tone. 

Coming up with a strong brand name is one of the best ways to link your product, audience, and business; you can do that easily with the aid of a powerful business name generator

About The Author

Grant Polachek is the Head of Branding at Inc 500 company Squadhelp.com, the worlds #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.

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