Most research studies provide excellent insights into your brand. For example, knowledge, attitudes, and perceptions people have of your brand, their intent to use, and likelihood to recommend. In addition, there’s data collected on who replied to the survey; gender, age, income, etc. Yes, this tells you about what people think of your brand, but it doesn’t tell you anything about the people who use it, or want to use it. Creating the highest level of relevance with your brand requires knowing more about the people you’re targeting than has been customary. Just like in good advertising practices, it’s about them – not you. A heartbeat brand is one that appeals to the interests, lifestyle, visions and dreams of your audience. Use your market research to help you understand these traits so your brand can be more effectively positioned and modified to meet their needs.
There should be a section within your questionnaire that asks people about what matters most in their lives. How they spend their time, activities they enjoy, hobbies they pursue, etc. Armed with this information, you can begin to reflect these passions and interests in your brand communications. Images become more than design background, they become eye-catching relevant scenarios in which your audience sees themselves and how their life intersects with your brand, not the other way around.
Knowing your audience in new, relevant ways will help you create positioning and messaging platforms that break through and become noticed. Why? Because you’ve captured the essence of what’s most important to people you’re trying to influence, not trying to influence them with your brand message.