A brand assessment provides an opportunity to evaluate the strength of your brand, to confirm the value of your brand with customers, and to reposition the brand, if necessary, to align its relevance with the marketplace. What's more, it helps you and your staff recommit to the vision and goals of the business.
A brand assessment is not just about the name and the graphical representation of a business, although it will reveal any shortcomings of those. It evaluates the business through the interactions with your company or organization. It highlights the perceptions people have of products and services, and of the business as a whole.
Brand assessment identifies the links between actions/investments and the awareness, perceptions, and stakeholder behavior that they cause. By asking for feedback from customers and employees, or anyone that interacts with the business, new opportunities will emerge. Conducting a brand assessment will allow you to take a step back and get a more holistic view of how your brand is performing and give insight into what you can improve in your overall strategy. It will give you a clearer picture of how you are perceived in the marketplace and provide you with answers to how you can improve your brand positioning.
Ask these questions to determine if it is time to undertake a brand assessment.
Our brand assessment process encompasses the following steps.
Through our assessment process, several important strategic insights are delivered.
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