Relaunching the Share To Buy brand

Ahead of a forthcoming brand refresh and comprehensive website refresh, Share To Buy wanted to better understand how their users engaged with their brand. Specifically, Share To Buy wanted to better understand both the motivations of their users for using their website and how the current brand made them feel.

Luminance Insight helped them gain a deeper understanding by exploring their existing data and conducting online focus groups of audience members recruited from Share To Buy's mailing list based around the UK.

Key questions included:

How well do participants recognise and recall the STB brand?
What associations do they have with the brand?
What feelings does the website and brand elicit?
How trustworthy is the information provided across website/newsletters/social?
How does the brand stand out compared to competitors?
What is the impact of brand messages and calls to action
How does the brand voice align with user expectations?

The insights from this work gave Share To Buy a deeper understanding of what was working well, what could be improved and what design hunches were right. This gave Share To Buy the confidence to proceed with their rebranding journey.