Having a strong brand is vital in attracting and retaining a committed clientele. Without a solid brand you run the risk of losing current and potential clients. To understand the strength of your brand you need to perform brand analysis.
What is Involved in the Brand Analysis Process?
The brand analysis process enables you to establish the current conditions of your business. During this process you will discover exactly who your primary and secondary audiences are to ensure that you are appropriately appealing to them through your brand strategy.
The brand analysis process also establishes who your key competitors are. This is crucial in ensuring that the entire brand strategy and brand management process are appropriately executed and remain competitive.
- Current Trends
- Business Needs
- Brand Positioning
- Brand Promise
- Strengths and weaknesses
- Brand personality
Finally, the ‘awareness’ of your brand is established by measuring the perceptions of your brand from the general public. The depth of analysis will make your brand better and stronger.
Measuring Brand Awareness
One way to measure brand awareness is to measure the perceptions of your brand on the general public. This is achieved by asking a small group of people what they think about your brand, and can be a very valuable tool in gaining insight into the perception of your brand.
What are the Foundations of a Good Brand?
The foundations of good branding start with the employees. It is paramount that you have committed employees who believe in your brand. When you have sensitive staff who have a good sense of the strength of your brand, then you have without doubt entered the initial phases of a strong brand strategy.
What are the Benefits of Brand Analysis?
The purpose of the brand analysis process is to evaluate a business from within to assess how competitive it is within its industry. This enables an effective brand strategy to be drawn up and delivered.
The brand analysis process is advantageous because it ensures that the brand strategy is competitive and profitable. It helps a business to establish and implement clever, sharp strategies that complement the industry’s environment.
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