A Brand Review – do you need one?
A brand isn’t just a logo – it’s the entire identity of your business. That’s why it’s vital to know if your brand truly captures what you are; whether what you’re saying about yourself lines up with what your customers are saying about you. More importantly, can your target market easily recognise your brand, and identify with its values?
It’s worth analysing whether you know how your brand will grow: are there some strategic adjustments that would communicate your message more clearly?
Perhaps, overall, it’s time for a rebrand? Whether you decide to make minor adjustments to your marketing strategy or completely overhaul your brand, a Brand Review will help you gain a thorough understanding of your business strengths and challenges, leaving you with a clear idea of where to go next.
What is a Brand Review?
A Brand Review is an exploratory study that aims to understand your current brand’s effectiveness, evaluating your brand and combining a range of objective observations, factual data and marketing analysis to see how your brand aligns to its stated goals. It applies this data to the wider landscape, checking how the performance positions your business within the market.
A Brand Review will determine where you need to invest in your brand, and how much to invest. The goal is to save your company valuable time and unnecessary spending in the long term by making the changes you should make clear, right now.
What a Brand Review evaluates
- Internal branding Your brand values, mission and company culture.
- External branding Your business logo, printed collateral, website, digital marketing, PR, social media presence, email marketing and content marketing.
- Customer journey Your sales process, product lines or services, customer support and customer service.
The Brand Review process
A branding agency should cover these 4 keys areas in a Brand Review.
The process starts by gathering information from a client about the current state of their business, establishing immediate and long-term goals – using evidence from any existing marketing plans to identify the mission, USP and positioning of the company. In doing this, the agency can compare the objectives of the business against the motives, likes and dislikes of the target market, and identify the challenges the consumer faces and what your brand can promise them.
2. EVALUATE THE COMPETITION
In most cases, a business won’t be the only show in town. It may believe it offers the best in service, but the competition will believe they do too. A Brand Review looks at competitors and weighs up the potential implications of their branding and marketing – and, crucially, the impact that has on the client’s business.
3. EVALUATE THE PROPOSITION
By collecting and critiquing everything from a company’s logo, business stationery, brochures and sales sheets to its printed packaging, exhibition, display and other print materials, an agency can compare and contrast them against one another, as well as the company’s online presence. This includes websites, email marketing campaigns, digital newsletters, social media profiles and content marketing strategies.
4. IDENTIFY OPPORTUNITIES TO GROW
Investing in a brand is about positioning the business in the best possible place, where the target audience can clearly see it and understand what benefits it can offer them. Overall, a Brand Review is designed to highlight the challenges a business is facing and provide its owners with potential areas for improvement – whether it’s making strategic adjustments to an existing brand to enhance its performance, or taking the opportunity to refresh the branding completely.
Defining a direction for change
Change can be hard for any business owner, but sometimes the world shifts and forces a company to evolve with it. With a Brand Review, creative minds with decades of industry insight and design nouse can analyse your current brand offer and define not just where it sits right now, but where it could sit in the future – saving you time, money and effort in the long run.
What’s the biggest challenge your business has faced in the last 12 months?
- A change in business direction
- A shift in customer habits
- A change in physical or online sales
- A lack of identified growth opportunities
- A loss of revenue
If you want to carry out a Brand Review to understand exactly how your brand is currently performing, we’d love to hear from you. Get in touch by emailing Dora or use our enquiry form to connect with us.