Your Products Are Your Brand
Brands with a loyal consumer base have a certain sway with buyers right off the bat. However, there was a time when any well-liked brand was just starting out. The best way to improve your brand perceptions might not be a generalized approach. Every brand begins with a single or select group of products. Apple had the Macintosh Computer. Starbucks had plain coffee. Your favorite brands all have something in common: they're built by a group of products.
It may be bold to say, but a brand is really only as good as the products or services they provide. They could be the most ethical, inclusive, sustainable company out there, but if their products can't compete with the competition, they’re going to find it difficult to keep a foothold in the market.
That’s why Predicta thinks that market research should go deeper at the product category level. By understanding the consumer perceptions of your products, you can begin to recognize your strengths and weaknesses on a granular level. Improvements at the product category level will then yield positive associations with your brand in a more general sense within the market as a whole.
As brands grow, their product offering typically expand as well. Starbucks started with coffee, but are now selling a wide variety of merchandise, along with a much more broad selection of caffeinated beverages. However, when a brand begins to expand, it is imperative that the products, and the perceptions that consumers have of those products, align with the overall brand strategy the brand is building. If one category of products give consumers a perception of trust, quality, and craftsmanship, but another product of theirs does not live up to the same standards, consumers will be confused. When consumers are confused about who and what your brand is all about, it is difficult to build brand loyalty.
Tracking the consumer perceptions across all product categories can allow a brand to analyze how their consumers are reacting to their entire portfolio of products and marketing. If a particular product category begins to create an undesired consumer perception, brands have the ability to take appropriate action for the scenario. When consumers consistently find the same experience with all products a brand has to offer, the overall trust in the brand will increase, creating brand loyalty.