How can you test branding and identity designs?

Testing branding and identity designs is crucial for success. Follow these steps: 1. Clarity Check: Ensure the design conveys the brand's message and values. 2. Audience Feedback: Gather input from the target audience to gauge resonance and understanding. 3. Consistency Test: Confirm visual consistency across various platforms and applications. 4. Memorability Assessment: Assess if the design is memorable and recalled. 5. Competitor Comparison: Compare the design with competitors to ensure distinctiveness. 6. Adaptability Test: Check if the design adapts well to different mediums and sizes. 7. Timelessness Evaluation: Consider if the design has longevity and won't become outdated.

One thing I found helpful is brand uplift survey on social media like Facebook/ TikTok is really works in term of testing the evaluation and the exposer from brand identity. It's real time and updated yet limited questionnaire. You can set 4 questions from brand name, brand identity, brand message and brand recall.

Defining clear goals and metrics is pivotal for an effective branding test. Beyond the mentioned metrics, consider incorporating emotional response metrics, as emotions play a crucial role in brand perception.

This is where communication is key. It’s often a case where several variations of brand related documentation is shared within the business. Consolidate and overlay. Ensure you start with defining the clear brand pillars / DNA. What are the brands USPs and characteristics. From here you then start to unpack and build your base. Creative strategy and consumer insights will all interlink to these foundational elements.

Always test in context… a test is just a test, that’s its fatal flaw. Holding up a headline on a piece of paper to a bunch of carefully selected test subjects isn’t going to give you anything useful.

Consider hybrid methods that combine surveys and interviews for a more comprehensive understanding. Also, make sure to diversify your audience selection to include not just potential customers but also existing ones: this way, you will get precious insights from both fresh perspectives and brand loyalists. Lastly, A/B testing on advertising is a great way to gauge one's audience and I always make sure to implement it for my clients.

Remember where your audience frequent visit to broadcast your survey to get the most accurate result. Youtube, Facebook & TikTok offer brand lift survey within 4 question to test your questionnaire. They also have a nice result presentation.

Sometimes you also make a brave step to do something new as a pioneer in your market to be traiblazing. That could create a huge gap to competitor because you make a different brand direction yet also bring some risk. Logo, slogan, color, font, or image,... could be a place for new innovation after a research and don't be scared to be a pioneer.

Adjusting your brand based on survey feedback is beneficial, but it's crucial to harmonize these changes with your brand's values to prevent unsettling your longstanding audience. Transparent communication maintains trust and minimizes the risk of disappointing your loyal customer base.

Perform first-hand surveys and conduct A/B testing! At the end of the day, it's all about aligning the brand's positioning hence the customers' feedback is at upmost importance as to design the brand and identity design!

conduct surveys or focus groups. It's like taking your brand to a taste test get opinions, see what works, and what leaves a bad aftertaste. An example I've seen is A/B testing. It's like trying out two different spices in a dish see which one makes your brand stew more delectable. Test variations of your logo, color schemes, or taglines to find the winning recipe. Remember, feedback is your best friend. Ask your audience what they think. It's like asking if they enjoyed the dinner party you might discover they love the dessert but wish the main course had more flavor. And don't just test once and forget. It's an ongoing process, like perfecting your grandma's secret cookie recipe.

You can test. But don't. It'll probably make the work worse. Testing is peddled by organisations that make a lot of money out of it. Truth is, if you're good at what you do - testing is a negative for the work. Don't fit to peoples expectations, that's a very low bar - exceed their expectations. Also people don't see creative work in the context of testing in real life, so from a scientific PoV testing isn't valid. Aim higher. Be better. The world needs it!