Brands are a valuable business asset. Understanding a company’s business strategy – vision, mission, markets, competitors, target audience and offerings – ensures the brand strategy and visual identity is aligned with company goals and objectives. Brand insight involves early explorations and decisions about a brand’s purpose, point of difference and promise. Click the copy next to any red checkmark to learn more…
Brand research and measurement
Brand research is designed to reveal awareness and perceptions of customers, prospects and other key audiences. With a range of qualitative and quantitative methods to consider, brand research provides valuable information on brand awareness, customer expectations and internal perspective. Revealing and understanding key audience perceptions is the first step toward developing meaningful brand strategies and powerful visual branding solutions.
• Personal interviews
• Telephone interviews
• Small group discussions
• Focus groups
• Online surveys
Brand opportunity analysis
Identifying and evaluating the strategic business priorities, category trends, competitive landscape and target audience perceptions help isolate the areas of greatest opportunity for the business and the brand.
Competitive brand audits
Competitive insight provides the path to a relevant and credible competitive advantage. The review of competitive brand practices reveal how brands are organized and presented, who they are, and how they express themselves through messaging and design. Competitive brand audits include evaluation and comparisons of logo design, taglines, key messages, brand architecture and design strategy. The competitive brand audit produces valuable data for positioning opportunities and differentiation through design.
Brand benchmarking and best practices
What do great brands do well and how can we learn from them? Successful brand marketers demonstrate a relentless commitment to strategic brand management. Case studies and benchmarking research can reveal best practices in brand strategy, brand expression and brand culture.
Sometimes brand challenges and opportunities can benefit from a fast-track process and spontaneous input. Brand ideation sessions are short-term forums to spark new ideas and fresh thinking to strengthen collaboration, solve a problem or build the brand.
• Creative problem solving
• Team competitions
• Competitive mapping
• Name generation
• Team building
• Brand planning
The goal of every brand and marketing organization should be to communicate correctly and consistently with all key audiences. The purpose of a communications audit is to review a wide range of branded communications and conduct an objective evaluation of brand messaging and compliance with visual brand guidelines. Audits conducted on a regular basis can foster internal collaboration and improve brand alignment across all communications.