Brand services
Brand Research

IE Brand’s a great listener. We listen to what our clients have got to say, then we speak to audiences to see what they really believe. Then we compare the two – always on the lookout for any gaps or misperceptions. Sometimes we only need to speak to a handful of people, but other times we may need to consult with dozens, or even hundreds of stakeholders. We can be researching small organisations with big ambitions, or large and complex clients who need help to wrestle with their brand architecture. Whether qualitative or quantitative, or a healthy mix, it’s audience insight that drives every one of our projects.

Research offers a number of benefits for not-for-profits:

  • It establishes a baseline to measure success from – invaluable for monitoring future progress against targets.
  • It can help to justify a project – if you’re convinced there’s a problem, but you’re struggling to communicate that message to key decision makers within your organisation, nothing is as compelling as hearing your problems described, first-hand, by your audiences.
  • It enables you to take your stakeholders with you – offering people the chance to articulate their views before a rebrand, helping to frame any changes that occur as a result. It allows you to show that you asked the world for their feedback, and that you listened and acted accordingly.
  • It de-risks the process – by listening to stakeholders, and translating that insight into the work that follows, it allows you to mitigate the risk of a backlash – both externally and internally. There’s a time and a place for creative thinking, and acting on a hunch, but it provides precious little recourse further down the line, if things go wrong.

Explore our thoughts on Brand Research below, and read a selection of our research-driven case studies.

David Crichton, Creative Director and Brand Consultant at IE Brand
David Crichton
How much brand research is enough? Here at IE Brand it’s our firm belief that any rebrand MUST be led by the research. In this article adapted from our white paper “Not-for-profits: why, when, and how to rebrand”, David Crichton takes a look at why research is important for any…
Sexwise A sex-positive new campaign brand for sexual health charity FPA with a fun, universal appeal. IE Brand conducted stakeholder research to ensure the campaign’s audience had their say, before crafting the campaign’s messaging and tone of voice. We…
Cranfield University Cranfield University is a postgraduate and research-based university specialising in science, engineering, technology and management. Cranfield commissioned IE Brand to rebrand the university. Based at a former RAF site in Bedfordshire, Cranfield…
Denise Atkins
Free not-for-profit branding white paper Veteran brand consultants Ollie Leggett and David Crichton have distilled their 35 years of combined branding experience into a practical, accessible guide to why, when, and how to successfully refresh, reposition or rearticulate your brand…
Ollie Leggett
Minimising the student backlash - getting your university rebrand right IE Brand has been working with a leading UK university on a major piece of rebranding work. A number of recent uni rebrands have elicited a critical backlash from students and alumni, which got us talking about the ones that “went wrong”, and the…
CSH Surrey Central Surrey Health appointed IE Brand to create a distinctive new brand to reflect their core values and overcome poor recognition levels. CSH Surrey was the first independent social enterprise to emerge from the NHS. They had ambitious…