The most effective way to persuade your audience that your product or service is excellent is by developing a strong brand. Through branding, you can reach the hearts and minds of customers.

It’s vital you understand that giving your company a voice and communicating your identity to your market is the goal of branding. And to do that effectively, you must have a thorough grasp of how you can correctly position your business. 

To assist you achieve this goal, we conducted a survey that’d give you a better understanding of brand positioning and how people react to companies with a fresh and modern tone versus how they react to those with a more traditional one.

What is the Objective of This Project?

This project aims to identify the kinds of companies that certain demographics are more inclined to patronize and how this varies by age group.

This can help you decide how to come up with a business name that aligns with the desires and objectives of your target audience, boosting the chances of your business’s success.

So, to achieve the study’s objective, we surveyed Americans to determine whether they prefer doing business with well-known, well-established companies or with fresh, innovative, and modern ones.

What is the Importance of This Survey?

Picking an attractive tone is among the most important choices you’ll make when starting or growing your business. In order to build a distinctive brand tone, it is essential to understand your target audience and your company’s identity.

Every company must select the appropriate tone since it can boost their brand’s personality and help them shape how the public views them.

Customer interests and your company’s reputation are both impacted by the tone you use. Getting a compelling tone is something you cannot afford to neglect when starting your business.

What We Discovered About Brand Positioning

Even though the results we got weren’t particularly exceptional, the feedback we obtained was fascinating. And to get a better perspective, we split the people we surveyed into several age groups.

Here’s what we found from 301 participants:

• Customers between the ages of 20 and 30 are much more likely to support newly established firms than well-known ones.

• Customers between the ages of 35 and 45 favor emerging companies over well-known ones. Nevertheless, this age group was flexible, seeing that they were open to either option.

• People between 45 to 54 preferred more recognized and established businesses to modern ones.

• People between the ages of 55 and 65 are drawn to traditional and trustworthy companies.

• Our research reveals that men show no inclination for either renowned or developing brands.

• Women favor well-known brands over more recent ones.

• 148 of the 301 participants chose new ventures, while 153 picked long-standing ones.

Our research reveals that as long as it fits the needs of your target audience, you are free to represent your brand as a modern or conventional business.

How to Make the Most of Our Survey

Our analysis showed that millennials favored youthful, contemporary, daring, and inventive businesses, whereas boomers and Gen Xers were more inclined to choose well-established and respected businesses.

To attract a younger audience to your business ensures you build a lively, modern, and creative brand image for your business like Slack; however, if you want to engage an older audience, ensure that your business has a strong traditional identity like Apple.

Questions such as, “How can you engage with an older demographic that has been found to prefer established, known firms?” may emerge. One solution is to symbolize attributes such as trust, expertise, and testimonial that older, recognized organizations in your field possess.

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 such as Nestle, Dell, Nuskin, and AutoNation.