Brand analysis – develop your brand
With a brand analysis, it becomes easier to decide which direction your brand should take. A common question among companies today is: ”What do we need to do to develop the brand and how strong is it?” Strong brands are more important than ever and to succeed, specific goals and a good knowledge of your own brand are required.
When it comes to branding, it is not only one’s own that is interesting to look at, but also that of competitors. How do you stand in front of the competitors? What needs to be done to achieve what you want? That, and much more, a brand analysis can provide answers to.
The value of a brand analysis
There are many benefits to analyzing your own brand. On the one hand, you get a clear picture of which associations are connected to you, but also what brand awareness there is. You can also get to know your target group better and, based on that, plan different communication initiatives. Brand analysis is an important and central part for everyone involved in the company’s strategic work.
Based on the results of an analysis, you will then receive concrete recommendations that you can connect to in the work. In addition, you also get a well-founded picture of the current situation, so that you can then prioritize future steps in brand development. With the help of the analysis, you also get concrete suggestions on what must be implemented in order for you to be able to achieve the brand transfer that is sought.
Questions that a brand analysis can answer
- What brand awareness is there? Both the spontaneous and the helped.
- For which customers and suppliers are you the obvious choice
- What are the positive and negative associations with your brand?
- Which associations are most important? Why is it like that?
- What are the preferences and why?
- What level of loyalty is there and why is it so?
- What strengths and weaknesses do you have in different markets? Also regarding different products and in relation to different competitors.
- How big is the gap between the current situation and your desired situation
- What does the competition look like in all areas?
- What are the strengths and weaknesses of marketing communications?
- What are the identified and defined opportunities for improvement?
In addition, the analysis is also adapted to your goals and visions, so that it is right for you and so that you can base your decisions on facts. When it comes to brands, it is, among other things, the target group’s knowledge, associations and preferences that are facts. By understanding these, one can make informed and profitable decisions.
Customize your brand analysis
A common mistake many companies make is to conduct a brand survey where, with the help of interviews and / or surveys, they ask more or less standard questions to customers and prospects. The problem then is that the survey is not adapted to you and your needs, but is based on a template.
We believe that each situation is unique and the preparatory work is crucial for the result. In order to have a good basis for decision-making, it is important to clearly define which core questions you want answered, what the desired situation is, what movement you want and which target groups are relevant.
A proven method
We have been developing our fact-finding method for more than a decade. With the help of statistically significant questions, we obtain facts by having a dialogue with the selected target group. An important key to a statistically significant result is a random selection of respondents within clearly and clearly defined target groups.
At Hubbster, the interviews are conducted by experienced interviewers in all the languages of the world. The facts obtained are then analyzed by competent consultants with extensive experience in brand strategy, business development and marketing. We know that together with you we can tread new, better paths for your business.
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