This Amazing Research on Brand Positioning Can Transform Your Startup

Some entrepreneurs are so focused on throwing their products into the market that it’d take a series of failures to awaken them to the fact that the biggest contributing element to their failure is their inability to prepare for both the long-term and short-term growth issues they’d face.

Because of limited resources, not many business owners can justify learning things the hard way. For this reason, it is best to know what works before establishing your startup.

One of the easiest methods to do this is to identify what your target market wants and what types of brands will connect with them.

And with our study, we were able to achieve that. We compared how clients interacted with businesses with new, fun, and modern brand tones to those with traditional and classic tones.

What Led Us to Conduct This Research?

We were eager to find out about the types of companies that different customers chose and how this differed based on their age group. You can increase your likelihood of success as a founder by considering how the name and other branding elements of your business relate to the needs of your customers.

To achieve our goals, we interviewed hundreds of American consumers to determine whether they enjoyed doing business with companies that use classic brand tones or those that employ modern and creative tones.

How Crucial was This Inquiry?

Business owners should understand that selecting the appropriate brand positioning strategy is among the most important choices they will make when establishing or rebranding their business. It’s because your company’s positioning can either attract or repel customers.

As you develop your brand, it’s vital that you learn everything that you can about your target audience and your brand’s identity. Business owners must be prepared to spend the time necessary to generate fresh company and product name ideas for their businesses and also seek out premium domains for sale when creating their brands.

The right name will provide your business with an exciting tone that will promote your brand’s positioning and help you direct how the audience sees you.

The Key Details of Our Research

To more appropriately show our findings, we divided the data we obtained into several age categories. And even if the survey’s findings were predictable, the reactions we received were intriguing.

These are the feedbacks we received from the 301 people we polled.

  • Customers under 30 are more likely to buy from businesses with a current and trendy brand tone, whereas older customers prefer a more traditional and vintage tone.
https://lh4.googleusercontent.com/4F4of7Wyjsru0ivJrJM5gsxPL9LCduVBS0lMrfTnsbX3e6A9pA86NCRwL_AfJVQciLj-nPurN2D637JemklzECUkmbVyyTzTFyHZSxcv43HAW8jd47LE85xSho9LnNZuGh8yrqpO
  • Consumers aged 35 to 45 preferred modern and traditional brands equally. And because the outcomes were so similar, it is clear that this group is receptive to both classical and new firms.
https://lh3.googleusercontent.com/PPNlApsSbggid8v_IswJkQMlJxsnYpiL0pRX93XWvLizgtWCXsn4AOh9acBHnaHzHAd2NY14OP4qpl_2kEug0dsb3WP37b3wosLI3-ucFCSEDTmWjVejDIXtw78_W-8_SKxdLORV
  • According to the research, customers aged 45 to 54 choose conventional and well-established businesses over new ones.
https://lh4.googleusercontent.com/LB-8NSxmFf_l_j2HVL1snu62XOxV85ZimVQlbfwCl1Df5cyWRalL2QfZs_3b0cEhrz6ulCuuQAAIOHNbaKQhi8ipqqt88NJISsRxleiNTLz8WoBalyx989y8GrZP61k7XSICDx0t
  • Customers between 55 and 65 years were mostly drawn to old and trusted businesses.
https://lh6.googleusercontent.com/26p655_5o9TlWSFBZJxrK-yaHeqwVZyDE4C5BakoOAF0n6x3X-WDcy1LakJXTc2n0b0xhebXNz_0Ps3bYD2j_qRL5BNM9M50MkROO7grkyAdKCTsShGT4YFUZjKLEN59timUWT8c
  • Men, according to the research, didn’t have any preference for new or classic businesses.
https://lh5.googleusercontent.com/bTSAMVOh9Wo5G65yKN40fU_sROwYyozSiyAdlwwVk9AHUid3iByWZOl4yuKqrfypa_cbmWUcKrJ9KovNO7cwO4iq28e8dwEEe2J5DB2PVzx2Xd7KKPr5tzmgMmGkyX54FCgYVw11
  • Women, on the other hand, prefer well-known, established enterprises over new, modern brands.
https://lh5.googleusercontent.com/KuVwxnfQm80AHFKN1QnF7LFvsxxK-hg3BfkpdN5TNVAGX-7hzxYca_5BMFFEbiSvNRYX-LnR6OXwZKA0OzslpY7l4iH1fsEsnuZ4fsHIIisDCYCapICz1XXhKNZOEQoKYyfIzgLC

148 of the 301 respondents preferred businesses with new and modern brands, while the remaining 153 preferred historic, classic brands.

https://lh6.googleusercontent.com/ZHL-1P7hH07LT_x3lVWAzDA9UZIrjMomYiNWtFTInH2Qo_1M2gaoghYMRAiNZD0OFyiamnN8XoFPyU6tvXVol2sueOBlPZvtGXzGJg7amIrlHqaGUdCedcjWQ96jT9If3048S0iK

Our findings show that, provided that your brand fits the demands of your target market, you could present it as either a new and trendy business or a classic and traditional one.

Set Your Company for Success

To build a great brand identity for your firm, you will need a significant amount of time, knowledge, and attention to branding details. As a result, always keep the survey’s result in mind while building your value proposition, marketing initiatives, and brand identity. This will make it easy to start incorporating your brand tone into all aspects of your organization.


Grant Polachek is the head of branding for Squadhelp.com, 3X Inc 5000 startup and disruptive naming agency. Squadhelp has reviewed more than 1 million names and curated a collection of the best available names on the web today. We are also the world’s leading crowdsource naming platform, supporting clients from early-stage startups to Fortune 500 companies.

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Grant Polachek
Grant Polachek
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