But let’s face it, you can’t realistically ask every single customer how they feel about your brand. Luckily, the internet has made their thoughts public. By sifting through data from online conversations, you can uncover gold nuggets of insight into how your brand is doing. This whole pr...
Within the broader framework of brand essence, the brand promise represents a distilled and actionable expression of the brand’s core attributes, outlining the specific value proposition andexperience that customersanticipate. A brand promise is a clear and compelling statement that outlines the unique ...
Building a brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall brand and business goals. This can include a company's name, logo, and design; its style and the tone of its copy; the look and composition of its products; and its physical ...
Brands are not defined just by their products or services. A brand is made up of much more; it has its own personality (contributed to by its employees), its own mission statement, its own goals, its own ethos, even its own humour (see Innocent drinks for an example). However, a bra...
Brand intelligence is the collection and analysis of data related to customer sentiment and customer emotion about the brand. The term can be used to describe the actionable information gleaned through analysis or to describe the brand intelligence process, which involves: Collecting data from sources...
In this chapter, I define brands, deal with brand images, and explain how semiotics, the science of signs, is useful in analyzing brands. I deal with Saussure's theories and his notion that a sign is composed of a sound-object or signifier and a concept that the signifier generates. He...
Creating a positive brand experience at every touchpoint, ensuring that customers have enjoyable interactions with your brand, such as customer service and user experience that center your customers Ongoing brand monitoring and analysis of brand performance and customer feedback, such as tracking brand ...
And you won’t forget to size up the competition and see how you compare to them in a competitive analysis. Self-Reflection: What Does Your Brand Stand For? Self-reflection is an essential starting point in identifying your key brand attributes. It requires deeply exploring your brand’s miss...
Brand salience is the ease with which buyers identify and recall a brand when buying a product or service. Learn more here.
Market analysis and target audience These two elements define who your brand is for and what competitors are vying for the same audience’s attention. Market research will help you understand the gaps in the markets, the distinct brand voice and channels you need to hone in on, and your uniq...