Brandlaboratorier

Brandlaboratorier, or brand laboratories, are dedicated environments, processes, or frameworks used to develop, test, and validate branding concepts. They combine research, creative development, and evaluation to help organizations shape a brand's strategy, identity, and communications. The approach can be a physical facility, a project-based setup, or a virtual space that supports iterative exploration and measurement of concepts with target audiences.

Typical activities include concept testing of positioning statements, value propositions, and brand stories; testing of naming options, taglines, and slogans; evaluation of visual identities—logos, color palettes, typography—and of tone of voice and messaging across channels. Teams may perform perceptual mapping, brand personality modeling, and early consumer journey mapping. Data from interviews, surveys, focus groups, and online testing are used to select concepts and refine them before broader rollout.

Brandlaboratorier are used across corporate brands, consumer products, services, and employer branding. They aim to align strategy, creative execution, and consumer perception, and to shorten the feedback loop between idea generation and market reality. While not a substitute for broader market research, they provide rapid prototype cycles and structured learning that informs branding decisions.

The term is common in Swedish marketing practice and literature, and may describe either dedicated physical labs or systematic internal processes that emulate laboratory-style testing of brand concepts.