For your brand to turn into a well-engineered machine that gives your business a competitive advantage, you have to know which buttons to push.
If you take the first steps into building your brand, you have a growing business or if you have a stable, consolidated business, it’s important to have clarity on its current status to know what brand actions can serve your business in the future.
From our experience in brand strategy this kind of clarity results only after a detailed analysis of the brand.
So here are 5 reasons why you should start an analysis of your brand:
1. You discover what unique elements your brand possesses, following the analysis of its manifestations
From the brand name (if it helps the brand to be distinguished in the category, but also to say something essential about it and its purpose), to the brand logo (if it creates business-relevant associations), to the way the brand is communicated (the tone of the communication, communication messages etc.). After a detailed analysis, BIS (Business Information Systems) realised that the name of the brand meant an entire category of services and did not help to differentiate it. Thus, we created the name Allevo (comes from the Latin “ad + levo” — to pick up, to grow) that supports the brand idea: a business accelerator for its customers. More details in the Allevo case study.
2. See what your brand could do in the competitive landscape, following competition and market analysis
You understand who are the relevant competitors with whom you fight for customer attention and loyalty, as well as what each of them offers different and unique. By doing so, you find out where their brand is in the minds of consumers and, at the same time, in their purchasing decision. Also you understand what opportunities and trends the industry offers you and how you can secure a competitive advantage that lasts over time. The analysis of the competitors and their promises helped Annabella a retailer from Valcea county to assume the positioning of “The 100% Romanian Network”, once entering the Bucharest market. More details in the Annabella Retail case study.
3. See if your brand meets your customers needs and expectations
By better understanding a number of elements from your customer’s universe (priorities, needs, expectations, purchasing and consumption behavior), you will be able to decide whether you need to make changes at the brand level promise so you can meet your customers’ needs. Consumer analysis revealed a new brand promise for Mirodenia, around the idea of 100% natural. We redesigned the packaging according to the new promise in order to meet the needs of the health-conscious modern housewives.
4. Find out if your team understands the brand values and shares your vision, following the company’s internal analysis
You will find out what brand elements are perceived as valuable by the people in the organization (brand attributes, differentiators) and what aspects (products / services) the organization should focus on. You will discover what is the core idea of the business that inspires people in their daily work. The internal analysis revealed Symmetrica a basic human feature — valuing lasting, trust-based relationships. Later, we included this value in the new brand structure and highlighted it in the slogan. More details in the Symmetrica case study.
5. Get an informed opinion on the current state of your brand from a team of branding specialists
You will have the opportunity to find out our findings and recommendations, based on our 13-year expertise in branding services, in which we analyzed, in over 10,000 hours of consultancy, the performances of some of the top Romanian brands in their category. Among the champions who continue their expansion, taking inspiration from the brand analyzes made by our team, we mention: Austral, Axel Soft, Eversted, Glas Expert, Global Plast, Râureni, Symmetrica, Unicarm etc.