To help ensure that your company’s brand identify has depth and texture, it is essential to carry out an in-depth brand analysis. During this process you need to consider your brand as a product, an organisation, a person and a symbol. Each of these perspectives is distinct and needs detailed consideration to help you clarify, enrich and differentiate your brand from the competition.
Strategic Brand Analysis involves…
Customer Analysis
In this stage of the brand analysis process you need to establish who your primary and secondary audience are. What are the existing perceptions of your brand and what are the prevailing trends of your business? Can you categorise your brand? Consider the below factors:
- Trends
- Motivations
- Segmentation
- Unmet needs
Competitor Analysis
When analysing your competitors you needs to establish your market position, brand position, brand promise and brand personality. Who are your biggest threats? What values do you possess that are unique to your biggest competitors? At this stage, the following factors need to be taken into account:
- Brand image
- Brand identity
- Brand strengths & strategies
- Vulnerabilities
Self-Analysis
This stage of the brand analysis process involves analysing your current brand position/promise as well as the history, threats and values of your business. Take into consideration your:
- Existing brand image
- Brand heritage
- Strengths & capabilities
- Organisation’s values
Benefits of the Brand Analysis Process
When performing brand analysis it is not essential to carry out all of the steps outlined above. However, the more in-depth your analysis is the more likely you are to find your truest brand and to articulate what that brand should stand for in your clients’ minds.
For an effective brand analysis it’s always recommended to obtain the advice and guidance of a leading marketing agency, such as 8 Ways Media. 8 Ways Media has abundant experience advising businesses of all shapes and sizes on how to increase leads through effective brand analysis.
8 Ways Media focuses on providing a bespoke service for each of its clients by analysing and studying the ins and outs of that business to develop new concepts that comply with the brand’s identity and legacy.
Through effective brand analysis you will be able to develop a leading brand that inspires brand awareness and long-term loyalty, bringing you increased clientele and revenue streams.
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