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Branding Series Stage 02 of 04

Brand
Research

Why research matters, what to look for, and how to stay focused — without getting lost.

Rohit 6 min read

Narrative Asia founder, brand strategist, TEDx speaker, Rohit Varma brings over 25 years of experience in building powerful narratives that connect brands, people, and culture through meaningful storytelling.

Recap In the previous blog, I wrote about Brand Discovery — Stage 01: what it is, why it matters, and how to do it effectively through stakeholder conversations.
Often we get lost when we start researching — and it happens because we are not clear on what we are actually looking for. The key is to define your outcome before you begin.
01

Why Research?

We need insights — and research is the only way to get them. On their own, neither discovery nor research is enough. Together, they give you a complete picture of the audience, the competition, and the industry.

Research also helps you understand the current perception of the brand — critical for rebranding or a brand refresh — or to identify the narrative you want to create for a new brand.
02

Primary Research

Discovery covered stakeholder conversations. Now it is time to talk to customers — the people who actually experience the brand. Here is what you want to understand from them:

Customer Questions
— Why are they working with this particular brand?
— How do they see this brand?
— What do they like or dislike about this brand?
— What do they expect from this brand?
— If given a choice, what would they change?
— What is their perception of the product or service?
03

Secondary Research

This is where most people get lost — jumping into competition and industry research without a clear destination. Before you start, define the outcome you are working towards. Once you know what you need, the research stays focused.

Secondary research is not about consuming everything. It is about finding the specific signals that will inform your brand strategy.
Secondary Research
Competition
Brand story
Articulation
Vision & mission
Brand campaigns
Tone of voice
Logo & architecture
Archetype
Secondary Research
Industry
Growth pillars
Colours associated with the industry
Innovations
Industry size
Evolution

These are not exhaustive lists — they are starting points. The combination of Discovery and Research will give you enough insights to begin building your brand strategy.

Have questions about brand research?
I am happy to help. Just drop me a mail.

rohit@narrative.asia
Let’s make research purposeful.