To test brand perception before its wide launch

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Testing (Brand Testing)
Objective:
The Brand Testing stage is a test of the effectiveness of the created brand elements before their final implementation. It helps to ensure that the brand identity and communication are perceived by the target audience as intended and correspond to the stated goals. This stage allows you to minimize the risks of unsuccessful decisions and improve the elements before their official launch.

Objectives of brand testing
Check the perception of the target audience: To what extent do the elements (logo, slogan, messages) evoke the desired associations.
Assess the clarity and memorability of elements.
Understand whether the brand meets audience expectations sweden email list and positioning.
Identify weaknesses and improve them.
Testing steps
1. Defining testing objectives
Before you begin, it's important to understand what exactly you need to test and why:

Visual elements (logo, color scheme, packaging design).
Verbal elements (slogan, tone of communication, messages).
Perception of the brand as a whole (associations, emotions, loyalty).
Functional aspects (website usability, packaging legibility).
Example: A coffee shop tests its new logo to make sure it evokes coziness and quality.

2. Selection of testing methods
At this stage, appropriate research methods are determined:

Focus Groups: Gathering a small group of representatives of the target audience for a discussion. Participants share their impressions of the logo, colors, slogan. Example: An organic food store holds a focus group to find out whether their packaging is perceived as “green.”
Surveys and questionnaires: Distributing questionnaires to the target audience. Questions about what the logo evokes, how clear the slogan is. Example: A small business selling handmade jewelry asks customers which of the proposed logos they remember more.
A/B testing: Shows different variations of brand elements (e.g. two logos or two website designs) and analyzes audience response. Example: A medium-sized water delivery business tests two ad variations with different messages: “Clean water in 1 hour” and “Freshness at your doorstep.”
Social Media: Posting test materials (e.g. two logo designs) and analyzing user engagement. Example: A hair salon posts two logo designs on Instagram and asks followers to choose the best one.