Brand positioning is all about what comes to your customer’s minds when they think about your business. Most entrepreneurs starting their business just jump in head-first and start searching for catchy brand names and marketing their products. 

And even though they experience a measure of success, that pales in comparison to what they’d have experienced if they’d taken the time to research their customers and create a brand tone that can connect to them on a deep level. 

One of the simplest ways to accomplish this is to understand what your target customer base wants and what type of brand would appeal to their personalities.

And that is precisely what our research accomplished. We took a deep dive and explored how customers reacted to businesses with histories and modern brand tones as well as those with a modernized tone.

What Inspired This Research?

We were interested in knowing more about the sorts of companies that different consumers preferred and how this differed by age demographic.

As a business owner, you should realize that aligning your company’s name and other core branding elements with the interests of your customers will enhance and boost your company’s chances of success.

To accomplish the study’s goal, we questioned Americans whether they personally prefer doing business with businesses that adopt classic brand tones or those that employ new and innovative ones.

What’s the Essence of This Question?

Every business owner must become aware that deciding on the best brand positioning strategy is one of the critical decisions you’ll make when beginning or rebranding your business since it has a massive effect on your brand’s growth potential.

And speaking of growth potential, you must have a thorough understanding of both your intended audience and your business’s offline and online identity. And yes, crafting appealing business name ideas and premium domain names that embody your brand’s tone and personality is a vital part of creating a robust business. Getting the right name will help you positively influence how the public perceives your products or services.

Here are Our Key Findings

To more accurately show our research results, we split the data we got into several age categories. And even if the research findings were relatively predictable, the reactions we gathered were remarkable.

These are the highlights of our findings from the 301 people we polled.

• Customers under the age of 30 have a strong tendency to be drawn to businesses with a new, fresh, and current tone, whereas older customers prefer a more classic tone.

• Consumers aged 35 to 45 were equally drawn to modern and traditional brands. And because the results were so similar, it is clear that this age group is attracted to both established and new firms.

• Based on the research, clients aged 45 to 54 choose classic and well-established businesses over new and innovative ones.

• Customers aged 55 to 65 were more drawn to traditional and classic companies than any other demographic.

• Our findings revealed that men didn’t really care if the firms they purchased from had modern or conventional brand tones.

• But unlike men, women chose well-known, established firms over new, innovative ones.

• 148 of the 301 participants preferred fresh, contemporary brands, while the remaining 153 preferred old, traditional brands.

Our findings show that, as long as your brand fits the needs of your target market, you can position it as either a classic or modern brand. 

Optimize Your Business for Success

If you want to develop a captivating brand identity for your company, you will need a lot of time, knowledge, and commitment. So, keep the results of this survey in mind while building your value proposition, marketing strategies, and brand identity. This will make it easy to start applying your brand tone to all elements 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.