Brand Model Benefits

Branding is a crucial aspect of both marketing and market research, which is why many companies research their brand and branding efforts. Brand research helps you determine how to successfully place your brand in the marketplace and generate a buzz with consumers. But before you conduct brand research you should strongly consider creating a brand model.

A brand model is essentially an understanding of the brand. It's your ability to understand the components of branding – both for your company and for the branding world in general – and develop a model that explains how your brand will work, who it will reach, why, etc. While it's possible to conduct brand research without first creating a brand model, these models are a useful way to ensure that your research is completed on scope in order to help with your branding efforts.

Company Understanding Perhaps most importantly, a brand model will ensure that everyone within the company understands what branding is for, why it's important, and what your company plans to do to ensure that the brand resonates with consumers. For brand research to be conducted correctly, everyone within your team needs to understand every aspect of branding within your company. Creating a Common Language Brand models can also help create a language of branding within your company to help with communication.

Everyone working with your research and your products needs to fully understand how the brand affects the company going forward, and that includes communicating with clarity. Without that communication, there is a very good chance that your research is going to be chaotic or disorganized. Generating Guidelines Finally, a brand model will help your company understand the guidelines and scope of the research, as well as what components have been answered, what may need to be changed, and how your company should continue its research and branding efforts.

All research – not just brand research – needs to have a level of focus, direction, and leadership if it's going to be successful, and these brand models do that.

Brand models are not a necessary part of conducting brand research, but they're an important one. They provide an over-arching structure that plays a role in every aspect of your branding efforts. Before your company decides to engage in brand research, consider developing a brand model to give that research a greater level of direction and focus.