Case Study

BRAND MESSAGING

Aligning brand positioning and customer perceptions is essential for effective marketing that builds trust, drives engagement, and ensures a consistent brand message that resonates with your target audience.

BRAND MESSAGING

Understanding Customer Perceptions to Enhance Brand Messaging

By gathering insights into how customers view the business—its strengths, weaknesses, and unique qualities—companies can identify what resonates most with their target audience. Analyzing customer perceptions of competitors reveals gaps in the market and opportunities to differentiate. By leveraging these insights, a company can develop its brand messaging to align with customer expectations and highlight distinct advantages, setting the company apart.

Emerge Marketing Brand Messaging

BRAND POSITIONING

Understanding Customer Perceptions to Enhance Brand Positioning and Align Marketing Messaging

Challenge

A regional professional organization was seeking to grow its member base by realigning its marketing strategy to focus on differentiating itself from similar organizations. The primary goals of the study were to determine how to effectively engage, connect and retain existing members and to attract, engage, and convert new members. The organizaiton also wanted to benchmark and incorporate marketing best practices from aspirational organizations.

    Solution

    Situation and SWOT analyses were conducted to identify, interpret and evaluate marketing programs and messaging currently in place. The next phase of the research focused on researching competing organizations along key metrics including target market, go-to-market strategy, pricing, service offerings, and market perceptions. Perceptual mapping for a variety of competitors was completed along key differentiators including networking opportunities, professional resources, thought leadership, and executive focus. This process led to insights for refining branding, messaging, and market positioning.

    THE RESULTS

    Combining the results of the research with tactical marketing benchmarks from aspirational organizations led to an overhaul of the organization’s marketing tactics and messaging. The realignment included revamping the organization’s website to highlight member engagement, broadening the scope of social media content to include a greater educational focus, and promoting networking opportunities through imagery and content via all marketing channels.

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