Situation

A U.S.-based company was preparing for a corporate refresh and sought to build a cohesive, credible, and differentiated narrative about its identity and direction as a company. Their corporate communications team needed clarity on which themes and materials resonate most with key stakeholders, how to create stronger cohesion across communications, and how to positively differentiate from competitors. Having partnered with the client on previous branding research, Illuminate Research emerged as a natural partner to generate the insights necessary to guide this next stage of brand evolution.

Engagement 

Illuminate conducted eight focus groups across three major U.S. markets with a diverse set of company-aware stakeholders, including finance professionals, policy professionals, informed citizens, and adult consumers within relevant product categories. Participants reviewed a range of narrative concepts and foundational corporate statements, marking up language they found compelling or concerning and indicating their overall reactions. This interactive approach enabled candid feedback and deeper exploration of the specific words, themes, and framing devices that shaped perceptions of credibility, authenticity, and differentiation. Conducting these focus groups in person allowed for nuanced discussion, real-time document review, and observation of nonverbal reactions.

Results 

The research revealed a unifying theme that meaningfully strengthened stakeholder receptivity to the company’s broader narrative and long-standing strategic priorities. The findings also underscored the importance of transparent, straightforward communication to establish credibility. The research surfaced both meaningful areas of differentiation and notable knowledge gaps, revealing opportunities to clarify complex topics and elevate underrecognized aspects of the company’s efforts to strengthen its overall positioning. These insights are now informing the company’s corporate refresh, shaping both its overarching brand strategy and the development of future communications to ensure alignment with stakeholder perceptions and priorities.