How do you fix brand weaknesses and threats with research?

At Halo Lab, we gather data from various sources, such as our website, social media, customer surveys, and employee interviews. We develop new digital solutions like website redesign or new social media content based on the analysis.

Organizational Purpose is one of the greatest things to either come from or contribute to Brand identity. When done well it can unite and inspire your people. When done poorly, you are left with a bunch of platitudes that your people will ridicule and your leaders will ignore (or worse, contradict). Ensuring that organizational vision, purpose, and Brand are aligned is more crucial the larger, and more complex the organization is.

Internal audits should be a regular part of housekeeping. Before you look towards competitors or current market dynamics, you've got to look within. This helps you stay ahead.

This right here is the THE test of a healthy brand. Can leadership accept responsibility for not communicating brand value clear enough? Or accept that the brand that exists in their mind isn’t the brand that customers experience? Huge litmus test. I have benefitted from internal audits for Brand Shepherd too. In 2010 I did my first one and learned the hard truth from anonymous feedback (that I requested) that we were talking too much about social media. It was a shiny new object, I wouldn’t shut up about it, and teammates and customers alike thought we were pivoting. We weren’t. I had to either accept and swallow this criticism or deny it. I accepted it, got honed in on messaging about branding and righted the ship.

The goal isn't to copy your competitors. But for you to find out how the market is trending by using them as a benchmark. Make sure you're constantly differentiating yourself.

Copy AND Differentiate. Know what others in your vertical are doing- pay close attention to what works for them and see if it's something you might adapt for your own brand- in your own way. And, if looking for inspiration- start by looking outside your vertical at Brands that share your ethos or values. Could you adapt those tactics to your own Brand. Most important is to differentiate yourself. Evaluate what other Brands in your vertical are doing, and figure out how you'll set yourself apart. Think about what makes your Brand unique, and what different stance you should take. The best, recent example is of course Liquid Death. The world didn't need another water Brand, but Liquid Death delivers coolness (and purpose) in a can.

Check out what other startups are up to – their services, product features, and all that jazz. Keep a close eye on how they promote themselves and what people say about them. Stay in the loop about their fresh updates and how the crowd reacts. It isn't a once-in-a-blue-moon thing; sizing up the competition should be a constant gig.

Remember, customer research isn't just about data; it's about decoding the stories your customers tell through their interactions.