How do you test and validate your brand promise with your target audience?

1 Define your brand promise

Before you can test your brand promise, you need to define it clearly and consistently. Your brand promise should be a concise statement that summarizes what your brand stands for, what benefits it provides, and how it differs from others. It should also be aligned with your brand vision, mission, values, and personality. To craft your brand promise, you can use tools such as the value proposition canvas, the brand archetype wheel, or the brand personality spectrum.

3 Conduct qualitative research

Once you have defined your brand promise and your target audience, you need to conduct qualitative research to get feedback and insights from your potential and existing customers. You can use methods such as interviews, focus groups, surveys, or online reviews to ask questions about their awareness, perception, and experience of your brand. You should also test your brand promise by presenting it to them and asking for their reactions and opinions. You can use tools such as the lean canvas, the value proposition tester, or the brand promise evaluator.

4 Analyze quantitative data

In addition to qualitative research, you need to analyze quantitative data to measure the performance and impact of your brand promise. You can use metrics such as brand awareness, brand recall, brand recognition, brand loyalty, brand advocacy, or brand equity to assess how well your brand promise is communicated, delivered, and perceived by your customers. You can use tools such as Google Analytics, social media analytics, or customer satisfaction surveys to collect and analyze data.

5 Iterate and improve

Finally, you need to iterate and improve your brand promise based on the results of your testing and validation. You should identify the strengths and weaknesses of your brand promise and look for opportunities to enhance it. You should also monitor the changes in the market and the customer behavior and adapt your brand promise accordingly. You can use tools such as the business model canvas, the lean startup cycle, or the agile methodology to implement and evaluate improvements.