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The Importance of Marketing Research in Branding

July 23, 2018
Cutout of “branding.” Contractor 20/20

Photo by REDPIXEL.PL for Shutterstock.

Any firm that takes on the challenge of branding or rebranding an organization without conducting any marketing research is a waste of both parties’ time. Or, conversely, doing research that does not pertain to the specific field or industry of the client will also be of no help to you. Just how important is thorough, specific marketing research to the end branding strategy? The answer, in short, is that it’s vital.

What Qualifies as a Good Research Method?

It should be reiterated that intensive, pertinent marketing research is the only way to go in order to make the most out of your time and money with a branding campaign. At Contractor 20/20, specializing specifically in businesses that do HVAC, electrical work, or plumbing, we have a few approaches when it is time for a branding strategy. We do three surveys: Prior Customer, Potential Customer, and Media. Together, all of these surveys indicate many incredibly important things like existing customer satisfaction, where and how you need to strengthen brand awareness, and how we can manipulate the media content to fit your location and consumer base.

We don’t stop there! We then perform a Customer Acquisition Cost study (that tells us more about how and who you are attracting), market penetration study, and a Psychographic Personality analysis. All of these combined give us a much better idea on how to move forward with an in-depth, personalized, and effective branding campaign for your business.

Comprehensive Research Is Key

If you read our process and are concerned that your current branding campaign’s research is not as intensive as it should be, know there is no such thing as too much research. It’s a widely-held belief that it’s better to be over-prepared than under-prepared, and the effectiveness of your company’s branding is no different. At Contractor 20/20, we want to provide your HVAC, electrical, or plumbing company with a strategy to market yourself more completely. If you are interested, please contact us online or call us at (607) 770-8933 to discuss how we can get your business’ name out there like never before.

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