Product-market fit is a concept commonly used in the startup world. As the name of the concept suggests, it is used to evaluate how well a product fits its target market. Branding is an excellent tool to maximize the chances of early-stage business success and secure a good product-market fit from the beginning. This article will break down why it is so important to listen to target customers and develop a positioning, product presentation, and brand personality that fits the expectations of potential customers.

First-time entrepreneurs and founders seem to believe that they have developed the next best thing after…

​Brand optimization is a key part of any business that wants to become or remain an attractive choice for their potential customers. This article is about the importance of keeping your brand in line with customer expectations, collecting insights, and how to optimize for increased sales.

Ask the right questions: how to make your target customers like your brand?

People buy from brands that they like. It is common sense, but very important to understand and accept this. If your potential customers like your brand, you will get more leads, more prospects, and the entire sales process will become significantly smoother.

It is not possible to substitute liking with reasoning. You can have…

What is a customer perception analysis?

Customer perception analysis in business is the process of measuring and understanding what people think about your brand, business concept, or products. This analysis is an important part of a marketing strategy, as the results provide clear indications regarding how to optimize branding and marketing communications.

Preparing your analysis

To conduct a customer perception analysis, collecting feedback from potential customers will be required. Relying on first-hand data is highly recommended, as collecting data yourself will generate significantly more reliable and relevant results.

The quality and value of the analysis rely on the following three factors:

1. Questions you ask from your respondents
2. Number of…

Keller’s definition of a brand audit, from 2003:

A brand audit is a comprehensive examination of a brand, involving activities to assess the health of a brand, uncover its sources of equity, and suggest ways to improve and leverage that equity.

​Today, in 2021, brand audits can be carried out entirely online. Based on thousands of feedback and responses from in-market customers, it is possible to measure what people think about a brand. …

Brand Auditor pricing

​Brand audit costs depend on several variables, typically on the scope of the audit, level of details, and amount of data required to conduct the research. Popular marketing agencies, sought-after consultants, and branding experts might also charge a hefty premium.

Our pricing is purely dependent on the market research size, data acquisition costs, and the number of aspects a client would like to analyze.

A typical brand audit by Brand Auditor costs somewhere between $1000 to $1500. This includes over 10,000 feedback records from 2,000+ survey responses — from your target audiences. …

As per basic economics, people who have more money than they need are looking for investment opportunities. The easily available options like bonds, saving accounts are just enough to cover inflation rates, so it makes people look for higher-yielding options.

Most investors like to diversify. The motivation behind diversification is to achieve optimal security and returns at the lowest possible risk. Angel investors typically invest their own money for the above-explained reasons.

To approach investors successfully one needs to understand that these people do not want to save your business or donate money to you, neither to sponsor your idea…

Based on my experience as a consultant, it is fairly easy to sell good products that are actually in need — that are useful to solve real problems.

New businesses with a great lineup of products and services typically have no issues generating sales, even through word of mouth, recommendations, and other organic, free, non-techy ways.

Why making sales gets difficult for new businesses?

Things start to become complicated than people don’t need your products, or your marketing is ridiculously bad.

In most cases when a company has difficulties with sales, the main issue is that the business concept, products, or branding are irrelevant for the target customers…

Imagine yourself sipping your tea or coffee while working on a project, and all of a sudden your phone goes beep beep. You check your notifications and see that a not-so-close contact of yours has sent a message like:

Hey, I need your help. There is this project, blah blah blah…

The message goes on and on about how important the project is, and it would be great if you could help out. …