We’re bringing the ClearEdge team directly to you with our new short-form video series, Spark the Space, designed to energize and elevate your marketing game! In this episode, Jennifer Bernhart, ClearEdge’s Senior Director of Brand and Communications, joins Devyn Gaydos to talk through the value of brand research and how you can get started on your own brand research journey.
The Value of Brand Research with Jennifer Bernhart
Getting Started with Your Own Brand Research Journey
With the pressure of having to deliver measurable ROI with your marketing, it may feel like brand research isn’t a top priority. But there are still useful benchmarks that you should keep in mind.
When it comes to kicking off your research, Jennifer suggests starting with research you’re likely already doing.
Tools like an NPS survey or Google and Glassdoor reviews can help you understand how people already feel about your brand.
Be sure to also keep an eye on metrics like branded versus unbranded search term volume, i.e. how many people are searching for your brand name versus generic industry search terms?
Domain authority and social media engagement can also be great indicators of how your brand is doing.
When you’re ready to go further, a qualitative interview approach provides deep insights into why people love working for and with you, which you can use to tailor your messaging to capture their attention.
Continue your learning journey by getting tips for building a cohesive digital brand. If you want more Spark the Space, see all the videos here!