Brand and Communication
Strengthening the brand through what audiences perceive and value
At VALORE, we investigate where a brand stands among its alternatives, which associations define it, and how people respond to its messages and advertising. We connect these perceptions with business priorities to guide positioning, strengthen preference, and develop communication that is relevant to its audiences.
Intelligence for your decisions
A brand needs to be recognized, communicate relevant benefits, and offer reasons to be chosen. Its communication helps build that position with every audience interaction. Our research explores the relationship between what the organization seeks to convey and what people interpret, remember, and consider when deciding.
Define or refine positioning
Identify the attributes and benefits that are relevant to audiences and the areas in which the brand can build a differentiated, credible position.
Strengthen consideration and preference
Understand what leads people to include the brand among their alternatives and what limits its chances of being chosen.
Refine messages and communication arguments
Assess what is understood, what generates interest, and what is convincing to guide the content and expression of the brand’s benefits.
Guide advertising decisions
Evaluate creative ideas, materials, and campaign response to identify adjustments that support communication objectives.
Manage the brand’s evolution
Identify changes in its presence, image, and competitive position to establish priorities and monitor marketing initiatives.
Our research areas
Brand awareness and consideration
We analyze which brands audiences recall and recognize, how familiar they are with them, and which they consider when choosing. This perspective identifies gaps in presence and opportunities to move from awareness to consideration.
Image and positioning
We investigate the associations, attributes, and evaluations that define the brand relative to its competitors. We compare intended positioning with audience perceptions to identify strengths, factors that weaken its image, and opportunities for differentiation.
Brand value and preference
We examine which benefits people attribute to the brand, how credible they find it, and which reasons they have for preferring it. The analysis reveals what sustains its perceived value and which factors encourage or limit choice.
Messages and communication
We assess how audiences interpret messages, how relevant they find them, and which associations they generate. We identify arguments, content, and forms of expression that enable clearer communication and stronger connections with intended audiences.
Advertising and brand evolution
We analyze responses to advertising ideas and materials, considering their ability to attract attention, convey the message, and connect it with the brand. We evaluate campaigns and monitor brand indicators to interpret their evolution and guide subsequent communication decisions.
What does your organization receive?
Depending on the project’s objectives and scope, your organization will receive:
- An assessment of brand presence and perception, to understand what audiences know, associate with, and value about the brand.
- An analysis of its position relative to relevant alternatives, to identify strengths, gaps, and opportunities for differentiation.
- An evaluation of messages and communication materials, when included in the scope, to identify what they convey and which adjustments are needed.
- An analysis of differences across audiences, to guide positioning and communication according to their needs and perceptions.
- Priorities and recommendations linked to the brand, messages, and advertising decisions.
- An executive presentation and a working session to discuss the implications of the findings and next steps.
The VALORE approach
We start with the brand’s objectives and the decisions marketing and communication teams need to make. We define the audiences, competitive alternatives, and aspects to be evaluated, drawing on the information available.
We interpret perceptions and responses to messages in light of the category context, people’s experiences, and the brand’s stage of development. This helps clarify what the results mean for its positioning and its chances of being chosen.
We work with your team to translate findings into criteria that guide which attributes to strengthen, which messages need adjustment, and which indicators are useful to monitor.
Frequently asked questions
Can we evaluate a new brand or a change in positioning?
Yes. We can investigate the relevance and credibility of the intended positioning, the associations it generates, and its differentiation from other alternatives. For an existing brand, we can also analyze how the change relates to current perceptions.
Can messages and materials be evaluated before launch?
Yes. Research can take place during creative development or with materials that are close to publication. We assess aspects such as comprehension, relevance, credibility, and connection to the brand to identify adjustments before release.
Can we include people who do not know or use our brand?
Yes. Audience selection depends on the project’s objectives. Including users, non-users, and people with different levels of awareness helps clarify growth opportunities and barriers to consideration.
How are campaign results evaluated?
We define indicators according to the campaign’s objectives and the evaluation design available. We can analyze recall, comprehension, association with the brand, and changes in perception or consideration. Estimating effects attributable to the campaign requires a design that can distinguish them from other influences.
What do we need to request a proposal?
The decision you want to inform, the relevant audiences, the category and reference brands, the materials available, and when you need the results. This provides the basis for defining the appropriate scope and research design.
Contact us
Let’s discuss your next project
Whether you want to review your positioning, refine your messages, or evaluate a campaign, we can help you understand how your audience responds and where there are opportunities to strengthen your brand.