Determining what your brand is can be a confusing quandary but our BRAND SNAPSHOT can help you cut through the clutter and get down to what really matters.
During our Brand Snapshot, we may discover that your business is saying one thing but doing another. This destroys customer loyalty and reduces sales. Or, you may find your brand has lost its sense of direction and what it stands for. If this is the case, revitalizing your brand is the next step.
The outcome of the Brand Snapshot will help ensure consistency in the way your business is promoted and perceived. This leads to a stronger brand and, therefore, a stronger company. We audit all your materials, listed below, and compare them against your customers perceptions to identify gaps between audience perception and your current story. These discoveries are the areas you need to focus on as you begin to develop your long-term brand strategy and short-term tactics that will help you reach your goals.
During a Brand Snapshot we will conduct the following:
Marketing brand audit: A complete review of the physical representation of your brand, which would include everything from advertising to search engine optimization and their consistency.
Internal brand audit: Conducting employee or management interviews to learn how they interact with your audience.
External brand audit: Research customers, target market and stakeholders to determine how the company is spoken of, or perceived, and conduct an internet-based search to see where you are missing opportunities or if there’s already conversation about your company
What will you receive?
A customized report that reveals the true essence of your business’ image. Your report will include:
True product offering, as your client or customer sees it, whether it’s business solutions, the latest and greatest gadget or a home cooked meal.
Portrayed point of view and how well you understand your audience. You know what you are trying to say but does your audience?Your collateral and internet presence reveals a lot about your business.
Personality. Are you considered the go-to service provider? Is your staff friendly and welcoming or are you seen as antisocial and elite? Do your customers enjoy a unique experience? Do you represent professionalism? This your true brand descriptor and where you connect with your audience.
Keyword descriptors. The words that best describe your business.
Once these words are determined we can use them for everything from collateral to search engine marketing. Our Brand Snapshot is just one of the many tools we use to help clients develop brand strategies. It's extremely effective in demonstrating that what you think about your brand is meaningless. All that matters is how your customer perceives your brand. That's because no one cares about you personally, they only care about how your branded products and services can help them solve their problems and make their lives easier. Of course, there is a lot more to developing a brand strategy, but this is one of the easiest ways to get started.