A brand analysis can help you identify and understand your differentiators so that your messaging, services and products, and customer outreach efforts are in line with your customers’ needs, whether you’re looking to rebrand your business or are just looking for areas of improvement. The trick is to not think of your brand as a fixed concept; rather, it should be constantly developing and expanding. It can be simple to veer off your strategic course, but routine brand analysis can put you back on course.
Dior – Brand Analysis
What’s included in a brand analysis?
Your branding analysis can be tailored to your organization’s specific objectives and existing brand strategy. You could include the following typical components in your brand analysis:
What is brand analysis?
An evaluation of your company’s branding strategies and tactics is done through brand analysis, a marketing process. Branding involves your companys identity and personality. Your message is what you convey to current and potential clients. You can evaluate your company’s current branding strategies using a set of steps and techniques called brand analysis. This analysis can help you find your marketing strengths and pinpoint areas for development.
Importance of brand analysis
Designing a successful branding strategy requires conducting a brand analysis. A brand analysis may have the following benefits:
Strategies for conducting brand analysis
The following are some of the most popular brand analysis techniques you can use:
Contact your team members first
Making initial contact with your team members is one tactic for collecting analysis data. They might give you prompt feedback and assist you in making plans for your branding analysis’ upcoming steps. You can design additional inquiries and steps to address this in your analysis if, for instance, your team members describe your brand differently than your current branding voice.
Think about planning a meeting or creating a survey to find out how your current team members feel about the brand. They might offer insightful comments you can use for your branding analysis. You could also interview your team members to find out how they feel about your brand. Picking a third party or outside expert to lead the interviews is something to think about. This can help you gather objective feedback.
Gather customer feedback
Consider also gathering feedback from customers. You can use statistics and quotes about how customers view your brand in your analysis. You can send a mass survey to all customers or a set of devoted customers when conducting customer surveys. You can also ask questions through emails or social media. Think about polling your audience to find out how they feel about your current brand and how they would feel if you changed something. This can help you identify the components that are effective and areas where your brand can be improved.
Assess your internal branding
Reviewing your company’s objectives, values, and ideal branding message should be part of your branding analysis. Samples of your brand, such as a picture of your company’s logo and branded goods, can be gathered. This procedure may be known as a brand audit by marketers.
Consider how your current brand compares to your ideal brand and company values after collecting your branded items. This can help you identify areas of improvement.
Structure your analysis
You can select from a number of formats as you gather feedback to compile your analysis data. Consider creating a structure or template that categorizes various components of your analysis, like customer surveys and interviews. A visual tool, like a bulletin board or an online presentation, is another option. Select a format that reflects your style and clearly presents your data. This can make it simpler to review and comprehend the results of the analysis.
Evaluate your competition
A brand analysis often contains a competitive analysis. You can find out what branding tactics are effective in your current market by researching the brands of your competitors. To perform this analysis, you can follow these steps:
Perform a market analysis
Think about reevaluating your market and target market during your brand analysis. Try to gather information related to your current marketing campaigns. For instance, if your team utilizes social media, you can gather information on the number of views or followers your team attracted as a result of a particular campaign. Additionally, you can collect information about website clicks and sales.
Try to gather data on your current audience so that you can contrast it with your ideal audience. You can use this information to update your brand strategy, for instance, if you want to reach people across the nation but are only succeeding in doing so in a particular region.
Document your findings
After gathering your data, you can write a report to summarize your findings. Think about presenting the data in a simple yet attractive manner. For instance, to help organize data and make it simpler for everyone on the team to understand, you might include charts or graphs. You can review and make changes to your brand identity and strategies using the finished document.
Schedule time to reanalyze your brand
After you’ve completed your brand analysis, you might want to schedule time to periodically go back and reevaluate it. Your branding message may alter as your products and customers do. You can help change your brand to reflect your clients’ evolving tastes by routinely reviewing your data and customer perceptions.
FAQ
How do you Analyse a brand?
- Step 1: Consider Using a Third Party. …
- Step 2: Create a Framework. …
- Step 3: Obtain Customer Feedback. …
- Step 4: Analyze Marketing Efforts. …
- Step 5: Analyze Website Traffic. …
- Step 6: Analyze Social Media. …
- Step 7: Identify the Customer Journey. …
- Step 8: Putting it All Together.
What is brand characterization?
- Brand Audit. As you start the branding process, evaluate how you currently represent your brand.
- Internal & External Interviews. Interviews are frequently a crucial first step in brand analysis.
- Surveys. …
- Competitor Analysis. …
- Findings Report.
