Brand Analysis - 2nd Phase of the Corporate Identity Creation Process
This guide will cover the assessment of the brand's status, emphasising its positioning and examining the company's specific market, clientele and rivals
- Prepare for the brand analysis: understand the briefing
- Establishing tasks and developing standards for designing components of the company's brand identity
- Changes in the communication methods
- Changes to the organisation's internal framework
- Last phase of brand analysis: compiling references and creating mood boards
- Brand Analysis - FAQ
Beforehand, we thoroughly studied the first phase of working with branding - you can read about it in our article. To analyse the brand, we'll have to go back to this document and pay attention to the critical questions that can help us:
You should also pay close attention to how you communicate with your target audience. This will help you create the necessary brand design for your communication channels. But we'll talk about that later. After working through the essential information and refining the details, we move on to analysing the brand.
- Why does your company have this kind of name?
- Do you have a website? Do you intend to change it?
- How would you describe your consumer?
You should also pay close attention to how you communicate with your target audience. This will help you create the necessary brand design for your communication channels. But we'll talk about that later. After working through the essential information and refining the details, we move on to analysing the brand.
1
Prepare for the brand analysis: understand the briefing
In this section, we will analyse the brand's current situation, highlight its positioning and examine the company's niche, clientele and rivals. The phase will be categorised into five main sections based on specific conditions.
Identifying the type of market
It's important to identify our client's target audience in order to understand the distinction between the producer market and the consumer market: the former tends to be more emotive. The latter is more rigorous, with a greater focus on critical analysis and a clearer understanding of the data.
It's important to identify our client's target audience in order to differentiate the emotional nature of the producer and consumer markets. The next is more rigorous, with a greater emphasis on critical analysis and a clearer understanding of data interpretation.
Determine the basic communication tools for the market
The design is influenced by the tool selected, whether it's native advertising, social media content or partnerships with influencers.
Examining rivals
This part is the largest of the three presented, as it includes more specific information that will differentiate the brand. The selection of the colour space is the most important factor. Here, things are more complex than they seem: you can choose the perfect mix of colours, but it will probably also be chosen by others. Naturally, it's likely to fail. To avoid such occurrences, it's important to examine a specific market segment when selecting brand colours. After gathering this information, we can visually map it onto the colour wheel of our rivals to decide which niche we want to align ourselves with or distinguish ourselves from. It would be great if we could analyse colours based on their semantic elements and associate this information with each competitor. In this way, we can carry out a more comprehensive analysis of the market, all within a certain period of time.
Analysing products by customers
When it comes to a product, various characteristics are chosen for analysis based on the specifics. The most basic example is the product's popularity. When it comes to a well-known brand like water, which everyone knows how to use, our main goal is to find the right visual approach and delivery method. Of course, there are many other characteristics, but they are all interconnected based on the situation and the product.
The theory of brand positioning
In the last part of this section, its main objective is to establish the strategic orientation of the brand, identify the archetypes associated with it and emphasise the emotional and rational benefits in order to shape the brand's values.
Identifying the type of market
It's important to identify our client's target audience in order to understand the distinction between the producer market and the consumer market: the former tends to be more emotive. The latter is more rigorous, with a greater focus on critical analysis and a clearer understanding of the data.
It's important to identify our client's target audience in order to differentiate the emotional nature of the producer and consumer markets. The next is more rigorous, with a greater emphasis on critical analysis and a clearer understanding of data interpretation.
Determine the basic communication tools for the market
The design is influenced by the tool selected, whether it's native advertising, social media content or partnerships with influencers.
Examining rivals
This part is the largest of the three presented, as it includes more specific information that will differentiate the brand. The selection of the colour space is the most important factor. Here, things are more complex than they seem: you can choose the perfect mix of colours, but it will probably also be chosen by others. Naturally, it's likely to fail. To avoid such occurrences, it's important to examine a specific market segment when selecting brand colours. After gathering this information, we can visually map it onto the colour wheel of our rivals to decide which niche we want to align ourselves with or distinguish ourselves from. It would be great if we could analyse colours based on their semantic elements and associate this information with each competitor. In this way, we can carry out a more comprehensive analysis of the market, all within a certain period of time.
Analysing products by customers
When it comes to a product, various characteristics are chosen for analysis based on the specifics. The most basic example is the product's popularity. When it comes to a well-known brand like water, which everyone knows how to use, our main goal is to find the right visual approach and delivery method. Of course, there are many other characteristics, but they are all interconnected based on the situation and the product.
The theory of brand positioning
In the last part of this section, its main objective is to establish the strategic orientation of the brand, identify the archetypes associated with it and emphasise the emotional and rational benefits in order to shape the brand's values.
2
Establishing tasks and developing standards for designing components of the company's brand identity
We must now define the main technical responsibilities of designing a logo and determine the graphic software needed to implement it.
Co-operation with the client to define objectives and tasks is essential so that the client understands the correlation between the graphic elements and the tasks they are intended for. When examining values, it is advisable to use archetypes. In the article dealing with the archetype approach to brand development, we discuss our up-to-date working process and the various challenges addressed by each prototype.
Special attention should be paid to working with the logo to create different corporate brand identity materials. Depending on the various media of the corporate identity, there are subtle differences in the production of identity components. If a product requires packaging, it is more practical not to include the logo on it. Instead, it is more economical to print labels and decide on the best placement for them.
Sometimes it may be necessary to organise the corporate identity, such as when a pre-existing brand doesn't have the know-how to effectively combine its identical elements. Perhaps a single design is missing that can be filled in by the brand colours to create a useful scheme.
When we create a logo, we always create a corresponding Guide that provides detailed instructions on how to use the logo, which colours to use, the associated fonts and other related details.
Co-operation with the client to define objectives and tasks is essential so that the client understands the correlation between the graphic elements and the tasks they are intended for. When examining values, it is advisable to use archetypes. In the article dealing with the archetype approach to brand development, we discuss our up-to-date working process and the various challenges addressed by each prototype.
Special attention should be paid to working with the logo to create different corporate brand identity materials. Depending on the various media of the corporate identity, there are subtle differences in the production of identity components. If a product requires packaging, it is more practical not to include the logo on it. Instead, it is more economical to print labels and decide on the best placement for them.
Sometimes it may be necessary to organise the corporate identity, such as when a pre-existing brand doesn't have the know-how to effectively combine its identical elements. Perhaps a single design is missing that can be filled in by the brand colours to create a useful scheme.
When we create a logo, we always create a corresponding Guide that provides detailed instructions on how to use the logo, which colours to use, the associated fonts and other related details.
3
Changes in the communication methods
Corporate identity can be affected when a company enters the market and recognises a change in its target audience, possibly overtaking it or wanting to reposition itself. This raises concerns about the presentation of the brand and the creation of a new image.
When it comes to social media, it's important to think about tone, update content and add emotion and status. It's possible that, in the past, the brand didn't pay enough attention to the objects used to transport goods (such as a box or packaging).
However, it is now crucial and imperative to create more branded packaging in the conceptual design of the brand. Naturally, everything takes place in designated moderation. It's crucial to preserve the brand's heritage while designing new versions of the logo for different locations.
The same scenario can occur when entering a new market. However, in this situation, we focus on the target audience and create additional colour schemes for all elements of the brand identity.
When it comes to social media, it's important to think about tone, update content and add emotion and status. It's possible that, in the past, the brand didn't pay enough attention to the objects used to transport goods (such as a box or packaging).
However, it is now crucial and imperative to create more branded packaging in the conceptual design of the brand. Naturally, everything takes place in designated moderation. It's crucial to preserve the brand's heritage while designing new versions of the logo for different locations.
The same scenario can occur when entering a new market. However, in this situation, we focus on the target audience and create additional colour schemes for all elements of the brand identity.
4
Changes to the organisation's internal framework
When changes occur in a company, they should also be reflected in the brand. If a company undergoes a significant change in its market position after a period of growth, this must be demonstrated.
In this situation, specific problems also arise
In this situation, specific problems also arise
- It is essential to reflect on the company's previous state of mind. However, it needs to be brought up to date;
- We need to demonstrate a welcoming attitude and create a friendly team environment;
- Perhaps we should consider creating a system that can be adapted to various teams in the company. It is possible for each team to focus on a different company product, allowing them to select a model in various colours to ensure that each product fits in perfectly with the company's overall mood.
5
Last phase of brand analysis: compiling references and creating mood boards
There are three categories of reference collections:
The resources you turn to for references are important. They help ensure that tasteful and stylish choices are made. Then, as we work, we put the chosen samples on the table and start working in a certain way.
This was the second phase of the collaboration with the brand. In this article, we provide resources that can help you understand the material better.
If you want to create your own brand, send us a message.
- The standard version allows you to categorise collections based on various elements such as fonts, materials, techniques, etc;
- In the particular scenario, when choosing graphic techniques for specific tasks;
- Decisions made in experiments that could benefit your work.
The resources you turn to for references are important. They help ensure that tasteful and stylish choices are made. Then, as we work, we put the chosen samples on the table and start working in a certain way.
This was the second phase of the collaboration with the brand. In this article, we provide resources that can help you understand the material better.
If you want to create your own brand, send us a message.
6
Brand Analysis - FAQ
1. What is a brand analysis?
Brand analysis is the process of evaluating a brand’s current position in the market. It involves examining your brand’s strengths, weaknesses, market perception, competition, target audience, messaging, and overall performance to gain insights that can improve brand strategy and growth.
2. Why is brand analysis important?
Brand analysis is essential because it provides valuable insights into how your brand is perceived by your audience and how it performs in the marketplace. It helps you identify areas for improvement, find new opportunities, understand customer needs, and stay competitive in your industry.
3. What elements are analyzed during a brand analysis?
During a brand analysis, the following elements are typically evaluated:
4. How do I start a brand analysis?
To start a brand analysis, first define your objectives and goals. Understand why you’re conducting the analysis, whether it’s to improve brand perception, assess market performance, or prepare for a rebranding. Then, gather data from both internal (company records, surveys, customer feedback) and external (competitor analysis, market research) sources.
5. How do I assess my brand’s position in the market?
To assess your brand’s position, analyze how it compares to competitors in terms of pricing, quality, features, customer perception, and market share. A competitive analysis, including a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), will help you understand where your brand stands and how it differentiates from others.
6. How can I measure brand performance?
Brand performance can be measured using several metrics, including:
7. What is a competitive analysis, and why is it important?
A competitive analysis evaluates your competitors’ strengths, weaknesses, branding, products, and market strategies. It helps you identify opportunities for differentiation, uncover gaps in the market, and understand what works well (or doesn’t) in your industry. This analysis provides insights that help shape your own brand strategy.
8. How can I analyze my target audience during a brand analysis?
You can analyze your target audience by gathering demographic (age, gender, income) and psychographic (values, interests, behaviors) data. Tools like customer surveys, social media analytics, and website data help provide insights into who your audience is, what they need, and how they perceive your brand.
9. What is a SWOT analysis, and how is it used in brand analysis?
A SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to evaluate internal and external factors affecting your brand. It helps you identify:
10. How do I evaluate my brand’s reputation?
You can evaluate your brand’s reputation by analyzing customer feedback, reviews, and ratings across platforms like Google, Yelp, and social media. Sentiment analysis tools can also help assess public opinion and identify common themes in customer feedback. Additionally, monitoring media coverage or public relations mentions can offer insight into your brand's overall image.
11. How often should I conduct a brand analysis?
Brand analysis should be conducted periodically to ensure your brand remains relevant and effective in the market. It’s advisable to perform a comprehensive brand analysis at least once a year. However, more frequent check-ins (e.g., quarterly) are helpful for brands in fast-changing industries or those undergoing significant changes.
12. Can I do a brand analysis on my own, or do I need a professional?
You can conduct a brand analysis yourself if you have the necessary data and insights about your brand and industry. However, working with a branding professional or agency can provide an outside perspective, expertise in data analysis, and a more comprehensive evaluation, especially if you are considering a rebrand or entering a new market.
13. What tools or resources can help with brand analysis?
Several tools can help with brand analysis, including:
14. What are the next steps after completing a brand analysis?
After completing a brand analysis, you should:
Brand analysis is the process of evaluating a brand’s current position in the market. It involves examining your brand’s strengths, weaknesses, market perception, competition, target audience, messaging, and overall performance to gain insights that can improve brand strategy and growth.
2. Why is brand analysis important?
Brand analysis is essential because it provides valuable insights into how your brand is perceived by your audience and how it performs in the marketplace. It helps you identify areas for improvement, find new opportunities, understand customer needs, and stay competitive in your industry.
3. What elements are analyzed during a brand analysis?
During a brand analysis, the following elements are typically evaluated:
- Brand identity (logo, messaging, visual elements)
- Brand positioning in the market
- Target audience and customer perceptions
- Competitive landscape
- Brand messaging and communication
- Online presence and digital strategy (website, social media)
- Brand reputation and customer feedback
- Sales performance and growth trends
4. How do I start a brand analysis?
To start a brand analysis, first define your objectives and goals. Understand why you’re conducting the analysis, whether it’s to improve brand perception, assess market performance, or prepare for a rebranding. Then, gather data from both internal (company records, surveys, customer feedback) and external (competitor analysis, market research) sources.
5. How do I assess my brand’s position in the market?
To assess your brand’s position, analyze how it compares to competitors in terms of pricing, quality, features, customer perception, and market share. A competitive analysis, including a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), will help you understand where your brand stands and how it differentiates from others.
6. How can I measure brand performance?
Brand performance can be measured using several metrics, including:
- Brand awareness: How well your target audience knows your brand.
- Brand loyalty: Customer retention and repeat business.
- Customer perception: Sentiment analysis and feedback from surveys or social media.
- Sales and revenue: Trends in sales volume and overall market share.
- Market positioning: How your brand compares to competitors.
7. What is a competitive analysis, and why is it important?
A competitive analysis evaluates your competitors’ strengths, weaknesses, branding, products, and market strategies. It helps you identify opportunities for differentiation, uncover gaps in the market, and understand what works well (or doesn’t) in your industry. This analysis provides insights that help shape your own brand strategy.
8. How can I analyze my target audience during a brand analysis?
You can analyze your target audience by gathering demographic (age, gender, income) and psychographic (values, interests, behaviors) data. Tools like customer surveys, social media analytics, and website data help provide insights into who your audience is, what they need, and how they perceive your brand.
9. What is a SWOT analysis, and how is it used in brand analysis?
A SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) is a tool used to evaluate internal and external factors affecting your brand. It helps you identify:
- Strengths: What sets your brand apart (e.g., quality, innovation).
- Weaknesses: Areas where your brand can improve (e.g., customer service, brand recognition).
- Opportunities: Potential areas for growth (e.g., new markets, product expansion).
- Threats: External factors that could harm your brand (e.g., new competitors, changing trends).
10. How do I evaluate my brand’s reputation?
You can evaluate your brand’s reputation by analyzing customer feedback, reviews, and ratings across platforms like Google, Yelp, and social media. Sentiment analysis tools can also help assess public opinion and identify common themes in customer feedback. Additionally, monitoring media coverage or public relations mentions can offer insight into your brand's overall image.
11. How often should I conduct a brand analysis?
Brand analysis should be conducted periodically to ensure your brand remains relevant and effective in the market. It’s advisable to perform a comprehensive brand analysis at least once a year. However, more frequent check-ins (e.g., quarterly) are helpful for brands in fast-changing industries or those undergoing significant changes.
12. Can I do a brand analysis on my own, or do I need a professional?
You can conduct a brand analysis yourself if you have the necessary data and insights about your brand and industry. However, working with a branding professional or agency can provide an outside perspective, expertise in data analysis, and a more comprehensive evaluation, especially if you are considering a rebrand or entering a new market.
13. What tools or resources can help with brand analysis?
Several tools can help with brand analysis, including:
- Survey Tools (e.g., SurveyMonkey, Google Forms) for gathering customer feedback.
- Social Media Analytics (e.g., Hootsuite, Sprout Social) to measure engagement and sentiment.
- Website Analytics (e.g., Google Analytics) to track user behavior.
- Sentiment Analysis Tools (e.g., Brandwatch, Social Mention) for monitoring public perception.
- Competitive Analysis Tools (e.g., SEMrush, SpyFu) to evaluate competitors’ online presence.
14. What are the next steps after completing a brand analysis?
After completing a brand analysis, you should:
- Define actionable insights: Identify areas for improvement, growth, and market positioning.
- Refine your brand strategy: Based on your analysis, make adjustments to your brand messaging, visuals, and market approach.
- Set measurable goals: Create objectives to track progress, such as increasing brand awareness or improving customer satisfaction.
- Implement changes: Update your brand’s identity, communication strategy, or product offerings as needed.
