Quantitative tests: steer your brand value exercise toward success
Even if your brand value exercise went well and you have your three to five strong proposals in hand, it’s important to gauge what users think about them. In some cases, even before selecting your brand values, it can be beneficial to use quantitative user testing as input for your exercise. However, most user testing happens once branding choices have already been outlined.
A short survey is a great way to gain more insights into how customers perceive your brand and enables you to identify discrepancies between how you want to be perceived and how you are perceived.
Showcase: municipality of Zedelgem
We distributed a survey to Zedelgem citizens containing the same exercises that we had planned for a branding workshop with municipality stakeholders. Specifically, we asked residents to choose from four well-known personalities in answering: “If Zedelgem were a celebrity, which of these four would it be?”
Their responses gave us a clear indication of how people actually living in the town actually perceived their city – and which vibe we needed to capture during the rebranding exercise. For example, while city leaders perceived the colour green to have strong political implications, the citizens themselves actually associated it more with nature. The results of this research-based approach further underlined the importance of rebranding. At the same time, it also proved to be a great way to remove personal biases and preferences from the equation during the brand values discussion.
City stakeholders knew upfront how the municipality needed to be perceived, making it straightforward to translate these values into a justified visual proposal.