Brand Positioning: Why is it unmissable for brand success?

Brand positioning is your master key to making your target customer choose your brand over others. The brand positioning ensures everything your brand does is directed towards the common aim of making the brand appear more relatable to the target audiences.

The first step in brand positioning is finding out a niche market and a differentiating brand quality (or USP) that sets you apart. It is not necessary to innovate a brand new product to be different (of course, that’s a bonus), but there are other ways too.


  • Role specific: Your brand could be making products or creating services only for the CEOs. In other words, your brand doesn’t cater to everyone but only a specific tribe. That is a solid case of specialisation. Another example of this could be “For the to-be-mothers”
  • Cost-benefit: You could differentiate your brand by offering quality product/service at low costs. Using a tagline like “offering world-class accounting services at standard rates” is a great way to set yourself as a budget-friendly yet quality-driven brand – the dream recipe to attract new clients.
  • Industry-Specific: Tesla has captured the electric automobile industry so much that Tesla and electric cars have almost become synonymous. An electric car lover aspires to own a Tesla. That’s the beauty of brand positioning!

Throughout all these points, whatever the brand is claiming must be true and supported by evidence. It is also very necessary to ensure your brand positioning is relevant to your target audience. For instance: The customers of a brand like Louis Vouitton wouldn’t want to see it making low-priced bags. The beauty of that bag is that it is luxurious and affordable by a few. The major chunk of the success of luxury brands is that they are “purely” catering to only the higher income groups.

After you have figured out your Unique Selling Proposition, define your target audience, study how your competitors’ are branding in the market and if possible, do a professional research with customer surveys. Understand how your target audiences feel about your competitor, where do they think your competitor is lacking. Once you have understood what it is that the customers are expecting from your competitors but not receiving, almost creating a market gap. Bridge that gap and make that your strength. If the customer is unhappy with your competitors’ after-sale service, become their hero by giving complimentary after-sale services. Maybe you could build your brand position by saying: “There for you, before and after you have used our product”

The Specialist

When you are known for one particular service, the world knows you better, the world knows you as an expert. Your room to bring in new clients increases manifold.

With your brand positioning deeply embedded into your marketing strategies, your brand communication becomes more meaningful, excites the prospective audiences and gets you the limelight.

Ever thought about express shipping and almost certainly thought about FedEx. That’s the sweet fruit of the powerful brand positioning that FedEx has done and maintained over all these years. Likewise, think about budget-friendly everyday online shopping in UAE and you almost instantly know it is Amazon or Noon.

A Communication Guide

Brand positioning leads to more strategic communication, it gives you a path to follow for all your messages to the customer at every touch point.

A great example of Brand Positioning is how Dubai has transformed its global perception using strategic communication. Here’s what Brand Researchers Lee and Jain said: “Dubai is an excellent example of how a city can use a dynamic economy, wealth, sophistication and innovation as its brand position to attract visitors, residents and investors alike. Dubai has also implemented several advertising strategies to reinforce this position.

Price Influencer

The way a brand is positioned also affects its pricing decisions. If the brand has positioned itself as a game-changer, innovator service provider, it makes complete sense to price their services above those brands who have positioned themselves as general service providers.

Tech major Apple’s unique position justifies the price tag on its products.

With the fast-paced market and multiple layers in brand positioning, it may become daunting to find a differentiating ground for your brand and attract customers from your competitor’s kitty but we’ve got you covered. If creating a brand positioning is something you are struggling with, consult our branding experts. From India and the Middle East to the US in the West, our brand consultancy is spread across different countries to assist all new and existing businesses with brand positioning, brand identity and all things branding. If there is any question you might have, please feel free to contact us or mail us here – We’d love to hear from you!

Guide to Understanding Gen Z, The Generation of Digital Native


If you are working out of a cafe, posting about every moment with too much detail, and think that the tear face emoji is so in, we have news for you. You are ancient on the Internet.

With the advent of Gen Z, the first generation of digital natives, traditional and digital marketers are in for a surprise. Unlike the millennials – who came of age during the Great Recession and have witnessed the post-liberalization period– Gen Z has inherited a stable economy, a crumbling socio-political environment and degrading ecosystem.


Born between 1995-2012, Gen Z is the most educated, ethnically diverse, and truly mobile generation that has outnumbered millennials and constitutes 32% of the global population. The oldest of this generation is ready to join the workforce and quality as potential customers for many luxury and utility brands alike.

What makes catering to this new generation so challenging is their innate ability to collect, cross-reference, and analyze data from multiple sources to make a sound choice. Unlike their predecessor, Gen Z is not idealists and dreamy; they are thrifty, woke, less emotional, more analytical, and most importantly, individualistic. So, the old tricks of marketing that dazzled boomers, persuaded millennials, might not work on them.

In this article, we will learn more about this up-and-coming generation? How are they different from the others? What motivates them and what ticks them off in life? How do they connect with the media and how can you tailor your brand to cater to their taste?


But First, Who Really Is Gen Z?


Similar to the 90’s kids who have witnessed the market change, technology evolve and culture shift, Gen Z is the product of their time, however, with one key difference – unlimited access to information. Gen Z has grown up in a fractured society filled with data breaching, an overload of information, fake news, #MeToo, #BalckLivesMatter, police brutality, and the changing climate.

Along with the cons, they have also inherited a world that is more fluid in its approach to gender, and identity. Although they witnessed the horrors of fake news and data breach, they understand the importance of privacy and demand transparency.

Being the first generation of social natives, they are vocal, connected, and unafraid of being political. They are the first generation that aggressively forced society to face the environmental crisis, created pressure, and pushed them to work for the better.

In terms of brands, Gen Z is not phased by famous logos, they gravitate towards products that align with their value systems. A brand purpose is a driving factor for decision making and values like sustainability, cruelty-free and ethical business practices are popular among them.


What Is Their Relationship With The Media?


Mobile Holds A Key To Their World


The last two decades have completely reshaped the digital landscape of UAE and KSA. The upcoming policies and Vision 2030 in the case of KSA aim to create a conducive environment for digital technologies and innovation.

According to Global Media Insight 2020, the Emiratis population spends an average of 2.57 hours on social media daily. Out of the total population of 9.83 million, 9.73 are active social media users. The three most popular platforms are Youtube with 8.65 million users, Facebook with 7.77 million users, and Instagram with 6.68 million users.

In regards to KSA, the number of internet users increased by 4.3 million between 2019-2020. Today, Saudi Arabia has the largest social media presence in the world with Saudi youth making up to 75% of the total UAE population. Although millennials take 44.3% share of the pie, Gen Z closely follows them with a solid 39.5%. (Source: Talkwalker)

This data sheds light on important points like the boom of mobile social media usage and 9.7 million users access social media through their mobile devices. Also, Gen Z is closely competing with millennials and marketers can no longer afford to ignore them.


A Close But Private Relationship With Social Media


It is no secret that Gen Z lives and breathes on the Internet. They spend an average of 3 hours scrolling through social media but that doesn’t mean that they share every movement and passing thought on the platform. One of the major powers this group holds is their uncanny ability to filter, compartmentalize and distance themselves from social media images.

For example Platforms like tik-tok are used to fun dances, art, bizarre food trends but also create a snappy 15-sec video of their opinion on social/ political issues. On the other hand, Facebook, though hardly used, is seen as more appropriate for sharing with larger networks of friends and family.

The most interesting of the lot is the trend of Finsta’s, or fake Instagram accounts, set up to share raw, unfiltered moments with a select group of friends with content.


Influencer’s Influence Is Big


The upcoming trend of influencers is not out of the blue, it is created out of necessity and borderline desire. Rather than following mainstream actors and popstars, Gen Z prefers more authentic and relatable role models that align with their set of values. When the values align, Gen Z develops a sense of affection, appreciation, and a strong relationship with influencers, which is more powerful than you may think.

To put in context, what cinema and Tv were to 90s kids, influencers are to Gen Z. These influencers help empower fans through beliefs, self-expression and give them a purpose to care about, but also influence their purchasing decisions. Hence, even luxury brands like Dior and Marc & Jacobs are collaborating with YouTubers and Instagram celebrities to persuade the ever-elusive Gen Z.


Omnichannel Experience Is The Way To Go


Although Gen Z relies on the Internet for everything, it is important to understand that there is a method to their madness.


  • They follow influencers for empowerment and inspiration.

  • Instagram, youtube, and tik-tok are great platforms to discover brands and products that are up their alley.

  • Their purchasing decisions heavily rely on feedback, word-of-mouth from a trusted source, and recommendations from friends and family.


Compared to other generations, they might be less likely to shop in physical stores but that doesn’t mean you underestimate the power of motor and brick stores. One of the key traits of Gen Z’s personality is thriftiness, they are careful with their money and are likely to cross-reference the product on different sources. They appreciate the good experience, so consistency in both online and offline channels is the way to go.


Digital Platform They Heart


Social media has become a lifeline for Gen Z and Millennials alike. Especially in these times when you are stuck at home, quarantining and social distancing to connect, distract, and comfort. While several platforms are popular among the sub-groups of Gen Z including clubhouse, Spotify, Twitch, and Tumblr. There are 4 platforms almost everyone loves.

Youtube is their platform of choice for either knowledge or entertainment. Since the influencer trend is big with this generation, the youtube format helps them gain deeper insight into their idol’s life and connect with them.

Instagram operates as a platform catching up with pop culture, daily updates on friends, and all things lifestyle. Unlike the millennials who are big on oversharing, Gen Z uses this platform to find something new and interesting.

Snapchat: In 2020, Snapchat, in partnership with Kantar, shared that it reaches some 90% of 13-24 year-olds, essentially gen z, across the US, more than Facebook, Instagram and Messenger combined. Gen Z uses Snapchat to connect with friends, fun filters, immersive content, nuggets of content, and transparency between users and the platform.

Tik Tok: Tik-Tok, is immensely popular among the gen z. They can solely be credited for the platform’s initial success. Long gone are the days we used to ridicule tik-tok dances and skits. Today they are all the rage, and in the lockdown, even the celebrities joined in.


Tips To Connect With Gen Z Better:


  1. Talk about your brand values and purpose, not just your product and brand. Gen Z wishes to invest and promote brands with meaningful stories or missions.

  3. Representation and diversity are important to them in a brand but stray away from the trap of tokenism. They are digital natives; they know a facade when they see one.

  5. One of the best strategies in this complex, and polarised is to be positive. Gen Z might not have faced recession but they are the generation grappling with unemployment, climate change, and mental health crisis. Acknowledge the challenges but focus on celebrating as a community.

  7. Be real. The younger generation is okay with imperfection and even relates better to brands that have the strength to be vulnerable. Growing up in a hyper-commercialized world brimming with ads and branded content, they appreciate originality, realness, and especially – individualism.




To be honest, most companies aspire to cater to the younger generation but aren’t ready to market to do so. The generation divide is huge and ‘winging as you go’ won’t work in this case. So, it’s time you get in touch with people who actually understand them and help you guide the way to the future.

Vowels Branding Agency with its team of expert strategists and designers, will help you with customer persona to help you target and strategize better. Along with that, the agency can help you create unique and original visual and verbal brand identity to stand out among the competition.

Some of our other services are logo design, and a complete brand makeover. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.


Contact Us

Check out our work at Vowels

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Find Your Brand Voice- Choose a Style!


Ever felt like your brand could do with some attitude? Well, then that’s a good start, and this article is written to address you. Building a brand personality all starts by asking the big question: what you would like to represent to your audience.

While the visual identity is very important, you also need to be aware of the tone and voice in which you address your consumers. How would you like to deliver your message to them? Would you like to humour them? Or impress them? Would you like to motivate them? Or inspire them towards the greater things of life? Or would you just like to sound very businesslike and sophisticated as you describe what you have to offer to them? Well, we shall have a look at each of these by taking a look at some of the best brands that have implemented these tones here:

Table of Content


Ever Appealing, Like Lego


If you were once a child, you will probably remember one of those brands that went a long way in encouraging motor coordination and creativity. Created in 1932, today even after almost nine decades, this is a brand that touches a number of cultures, thus connecting to people, with themes that can vary greatly. Overall the brand communicates in a youthful, fun loving way.


Command Sophistication and Class Like Alfa Romeo and Mercedes


Style and sophistication are their characteristics of communication so needed to impress someone buying a car. The images used here are what set this brand of cars apart.

Now, another automobile company you have is the famous Mercedes Benz. Now, how could we exclude that? Prestige, success are status and this is what you need to join our club is the message communicated here. Refined and authority, the message is all about success here. Now, you may like this or you may not, if it’s more of the latter, then let’s move on to the next one.


Or Be Sweet and Innocent Like a Dove


Here is a style that is more innocent, we give you the favourite of girls and women: Dove. The very name states us this, right? The tone is one of appreciation of beauty that can be found in all women. Now, where can you find a tone and a brand that can get more humane than this? Optimism and honesty are the tones used here, which we all know is normally so hard to find in a feminine product.


But If You Have To, Inspire Like Nike


The famous brand of shoes can’t be left out of the list of big brand personalities, can it? So, there you go. Inspiration is the key word here with its very tagline Just do it. The brand highlights a winning mentality. Nike, in fact, more like an athlete’s second coach, motivating every athlete on the way.


Get the Young to Laugh Like Lynx


Humour and jokes are good as long as your jokes connect to the audience and not simply make them laugh and then forget about you the next minute. So, as a joker, you first understand the people you are going to humour and what their needs are.

Now, while they are humorous, they are also serious about the message they want to communicate, they know who their audiences are. This is a brand that acts as a big brother to teens going into adulthood, giving them a message of confidence.


Touch Hearts Like Toms


And if you are a brand with a purpose behind it, you know the one who is not there to just sell but plays a role in helping humanity, an example you could use in communicating your message is Toms. The communication style here is warm, supportive and reassuring with an aim to bring all people together, from their customers to humanity and large, giving everyone hearing about them that feel good which is so encouraging for the promotion of charity and brotherhood. Warm, caring and helpful are the keys here.


Celebrate Like Coca Cola


Thirsty already? Now, this is one brand that celebrates happiness, linking itself to all the happy occasions of life. Recall the ads you have been watching from your childhood days. Vacations, outings, friends are probably some of the central themes that could come to mind, right? The message communicated is forget everything, have Coke and be happy.


Or Get Serious Like IKEA


Opposite to that is IKEA, no nonsense in tone, they mean business, as they talk about providing solutions to people with specific needs and requirements. While the language is simple, let’s not judge them as downright boring, there is a bit of humour here and there. So, while it is serious, it is also light hearted with a tagline that focuses on the brighter side of life.


Finally, Play It Down Like Apple


Another example of a brand that is minimalistic is Apple. A simple language and a quiet tone, they have managed to communicate their message of innovation and creativity to the world. Now, that’s an achievement, isn’t it?


Final Words


Developing a brand voice is not as easy as it looks to be. There are several factors to consider in order to arrive at that brand voice that goes best with what you have to offer as a brand. That being said, we at Vowels are here to walk with you and help you come up with just the right voice that is perfect for your brand. Here, we show you how to think out of the box, to come out as a brand that is unique with a tone and voice and style of your own.

Vowels, The Branding Agency, give you all the inputs you need to decide on the style of your brand and what you want to communicate, or you could get a whole new tone created for you if you want to.

We are available for you in different parts of the world. So, if you are located in UAE, Qatar, Kuwait Oman or Bahrain, reach out to us for all your brand needs and we will make your brand needs ours too. Apart from this, we also have our centres in India and the US.

From packaging design to corporate rebranding, our services are varied. We also help you build your brand identity and your brand as a whole with the right brand strategy. So, if you think your brand needs help in areas like these, remember that we are just an email away.

Also read – Logo Design: Its Place In Brand Strategy

Essential Guide to Creating a Strong Branding Strategy


“People don’t buy goods and services. They buy relations, stories and magic.” – Dan Wieden 

The year 2020 will be marked as the time which transformed the way businesses operate. With the ongoing pandemic and more time on our hands, we have been introduced to more new businesses, traditional products and services moving online, and employees working remotely or in a hybrid setting for over a year.


With the world changing so much around us, brands have come to the difficult realization that they can’t really succeed without a sound brand strategy. Or perhaps worse, they have a strategy in place, but it is ineffective in generating traffic, leads, or revenue. In short, it’s not persuasive.

If you are brand and can relate to the above-mentioned situation, do not panic! Crafting a sound branding strategy is not an overnight job; it takes time, planning, commitment, and a lot of introspection.

In this article, we will take a step back and get back to the basics. As more detailed you are in your branding strategy, the easier it will be to execute on a larger scale and meet your business goals.

So, What Is A Branding Strategy?


According to Danish author and brand strategist Martin Roll, branding strategy is the ‘big picture’ plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding.

Long story short, your brand is more than your product, logo, name, or website. A well-defined branding strategy goes beyond the superficial facade of marketing and encompasses all aspects of business especially connected to consumer needs, emotions, and competition

Consider it as a blueprint that will help you understand and communicate your audience and stakeholders efficiently.

And, Why Is It So Important To Have One?


Truly effective and well-crafted branding strategies try to understand their audience; what do they like, what excites and motivates them, or what ticks them off. Well, that being said, what are some of the other values brand strategies provide to the brand.

  1. Thanks to globalization, the market is overflowing, and competition is fierce. A great brand strategy sets you apart from the competition.
  2. Today, we have numerous counterparts of the same product. An effective brand strategy helps position the brand better, hence, saving the product from being labeled as a commodity.
  3. Your brand is much more than the product you sell — it’s the intangible stuff like care and nostalgia that creates loyalty. But it’s that hard-to-pin-down. A brand strategy helps create an emotional connection with the customer and foster loyalty in their hearts and minds.
  4. As the definition suggests, the brand strategy shows you the big picture. It allows you space and flexibility to grow and expand your range of products.
  5. No matter how much marketers plan and position, buying decisions occur in split seconds. The brand strategy considers minute details to create a well drawn-out process based on a verbal and visual identity that increases your chance of a conversion.


How To Create A Perfect Brand Strategy For Yourself?


Define Your Brand & Its Purpose


Like every person, every brand has a purpose. It’s the reason they exist in the world. While understanding your business, it is necessary to know the specific purpose of your brand, the problem it solves, and the value it imparts.

A defined purpose helps marketers to position better and differentiate between you and your competitors.

Here are some of the question every brand owner should ask itself:

  1. Imagine, if my brand was a person, what would its personality be like?
  2. What values will it cherish and the issues it would stand for?
  3. What problem does my brand solve in the marketplace?
  4. Is there someone else who does it better?
  5. What do I make my target customer feel? What emotion do I want to be associated with?


Lead With A Brand Story


When Ian Rowden said, “the best brands are built on great stories.” He was 100% right. A brand story is more than your product or service description, website content, or the presentation you used to dazzle your investors.

A brand story is a cohesive narrative, encompassing facts and feelings that you aspire to convey to the customers. It is one of the key elements that elevate your product from a commodity to the status of a brand.

While leading by a story seems easy, combining a story strategically is much more complex and nuanced. It is about thinking beyond the superficial functionality of products and services and striving to create something that people care about. However, it is only through a brand story you can foster loyalty and forge meaningful bonds with your customers.

Understand The Subtext. Communicate Better


Humans are complex creatures. What they say and what they mean are oftentimes two different things. That’s why it is all the more important to pay attention and understand the sub-text. Listening to the said and unsaid words, actions, behaviours, and silences will give you more insight into your customer’s mind than any market research data or survey could ever do.

Margo Aaron best describes the situation in her article, The Best Marketers Read Mind (2017)

What They Say:I try to cook 3x a week. I just don’t have time.

What Untrained Ear Hears:They’re busy. They really want to be healthier. We need to emphasize convenience and low-cal in our marketing!

What Trained Ears Hear:They want to cook because they think they should, but honestly, they don’t give AF. It’s not a priority for them. They just feel guilty about how much they order take out. They’d be happier if they allowed themselves to not feel like shit about how much they order out.

The difference in insight between ‘being healthier’ and ‘reducing guilt’ is the billion-dollar industry.

Create Your Unique Visual Identity


Let’s face it, no matter how great your product and messaging are, visuals will always reign over text and is usually the most effective way to capture your audience’s attention and build brand recognition.

Contrary to popular opinion visual identity is more than colour and design, it is the reflection of a company.

So, when you’re building your brand, and getting into nuances like the brand story, brand purpose, brand personality, and brand promise, strategically tailoring the visual components to build cohesive brand identity is the way to go.

Things to remember while creating a visual brand identity:

  1. A logo is crucial and likely to be stamped on everything. Get it right.
  2. Create a colour palette that reflects your personality and be consistent with it.
  3. Font speaks volumes about your business. It has the power to create a perception of your brand.
  4. Creating perfect individual elements is great, but making them work together flawlessly is the real test. Always test your concepts and optimize as much as you can.
  5. Lastly, present your visual elements as a unified front. They have the potential to resonate with the audience and impart a favourable impression of your brand.


Be Flexible In Your Approach


While consistency is required to create a default standard for your brand, flexibility caters to the changing interests and trends of the marketing world to remain a step ahead of the competition.

So, if you are an established business with a set branding strategy, it is time you re-evaluate and change tactics. Take this opportunity and connect with a branding agency like Vowels to engage with your audience in a fresh and meaningful way.

Make Bold Moves. Take Hard Decisions


Creating a brand strategy means envisioning future scenarios and placing your bets on those dreams. And a good brand strategy requires you to step out of your comfort zone and make difficult choices.

It also means pushing your consumers, internals, and external stakeholders against their instincts to trust your conviction and take the leap of faith forward into the future.

Taking bold actions is a double-edged sword, and a well-thought-out strategy gives you the authority and confidence to take the risk.




Brand strategy is similar to self-discovery. You introspect to understand yourself and find your core values. If the journey seems difficult, consult the professionals who challenge you and assists you to delve deeper and take the best approach.

If the thought resonates with you, it’s time we get in touch. We are Vowels, a professional branding agency that assists businesses branding and  rebranding projects. Whether it is a logo design, a website design, tailored messaging, or a complete brand makeover, Vowels will make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Contact Us

Check out our work at Vowels

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How Does Research Helps In Building Successful Brands?


When that perfect business idea strikes you, you wish to conceptualize it, gather your team, start making and selling things right away. After all, in business timing is everything.


In such exciting moments, the thought of detaching yourself from the process, and conducting a market or brand research seems like a waste of time. The more confident ones claim that they know who their target customers are and what they exactly want. But does anyone really know? Probably no.

Your brand is your company’s most valuable asset and touches every part of your company and customer experience. Similar to an individual, a brand must grow with time, experience, and circumstances. Therefore, brand research must be an ongoing process to confirm that your brand is gaining insight into consumers’ minds, build brand equity, and know if the brand is still relatable with the target audience. 

Remember, the world is changing faster than ever and your brand needs to keep up with the pace of changing economy, customer preferences, and market needs. It will be an impossible task if you’re not keeping up with them through brand research. In this article, let’s discuss the benefits of researching a brand’s identity development phase.

Understanding Consumer Behaviour


Understanding what the consumer thinks, to what it responds, and how it behaves to certain messages are critical to every business and achieving their goals. Whether the decision is about a new product or a relaunch, communication channels, or pricing strategies, research can help you answer these questions and many more.

For decades, research has proved to be the backbone of any successful business and its marketing strategy. In essence, brand research is a valuable tool that helps people understand the finer details like what the potential customer likes, needs, and if there is a space that you can fill.

Detailed research helps in understanding the consumer better and as a result, helps create impactful marketing strategies. Additionally, a well-formed strategy improves a brand’s position in the market.

Composing A Relevant Brand Message


Great brands aren’t built in a day. They are thoughtfully curated and patiently built, word by word. Research is a critical step in determining the voice of your brand, and the message it sends.

First things first, a great brand starts with an in-depth understanding: who your target audience is? What do they care about? What motivates them? what does their day look like?

Understanding your industry, your space in it, your competition, your product, and the value it provides, are some of the questions that brand research helps you answer. Moreover, it gives your communication strategy a direction rather than taking shots in the dark and hoping something will resonate with your target audience.

Understanding Your Weakness


It doesn’t matter if you are starting or positioned successfully in the market, it is important to take a long hard look in the mirror and evaluate your company and its shortcomings.

Whether it is stakeholders, investors, employees, or employees, it is important to understand their perspective on the business. How do they see your business? What are the values you share? What is your USP in their eyes? This assessment will give you an honest insight from a third-party perspective.

With the help of research data, you can spot blind spots in your marketing strategy, a new audience segment, or a need for a new product. That’s why whether you are a startup, small business, or an established company, you should spend time, resources, and a section of your marketing budget in discovering your weaknesses.

Amplifying Your Strong Points


After research, it is clear who you wish to reach, what are they interested in, and where you can find them, but there is so much more to it. In-depth research strengthens your brand in varied ways. A solid gathering and analysis of data can help you identify new business opportunities, unknown audience, and untapped market.

Research helps companies know their consumer’s interests and pain points, a brand can tailor products to the needs of the target audience, upgrade their products, provide with the add ons among other things. Along with that, good research helps a brand expand its influence in terms of audience and demographic. Discovering an ideal geographical area will allow you to create effective and compelling targeted campaigns that suit the needs of your audience.

Set Better Goals For The Brand


Businesses are profit-oriented ventures that are expected to grow every year. If you are a CEO, Marketing Director, or business owner, you are expected to have plans and goals related to growth in sales and customer retention and how to achieve them.

But how do you know the potential of your business? the expected industry tends or if the current is attainable. That’s where the research comes in.

Many organizations after significant success feel cooped and get stuck, and are unable to accomplish their business goals. Whereas, some of the startups set overarching and unattainable goals that tire them out without even getting started. So, organizations must recognize the benefits that can come from purchasing or conducting market research.

From securing funding from the investors to determining new opportunities to mitigating risks, research helps you connect the dots and accomplish the business goals.

Making Informed Decisions


From gazing at new opportunities and competitor analysis to estimating the size of the market, current industry trends, buying behaviour, and customer’s needs, research is at the core of everything.

Research helps you evaluate your ideas, make them relevant to the industry, and refine the implementation for smooth success. The crux of market or brand research is to make tough business decisions easier. While research might not solve the problem for you but it can surely provide you with data that can predict the situation, mitigate the risk, and prepare the company against the possible threats. Conducting constant research will help your company make informed decisions rather than shooting in the dark, leaving the fate of the company to arbitrary concepts such as luck.



Now, that you understand the importance of research and the value it can provide your company, it’s time to give it a go. The process might look intimidating and borderline unnecessary but to conquer your target audience and market, research is the key.

As a business owner, we understand the burden of responsibilities you bear and the value of your time, so leave the work to professional branding agencies such as Vowels. We specialize in design and branding. If you wish to rebrand your own business whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Also read – Why Is A Good Website Design So Important To Any Business?

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Check out our work at Vowels

We are always available at

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