Profound tools for brand analysis
This set of universal tools and techniques allows brands to conduct research and analysis at a professional and in-depth level, thereby helping to build the right brand strategy and find the most in-depth insight for the consumer.
Empathy Map
When analyzing consumers, a whole combination of methods is often used: from field research, which includes surveys, focus groups, in-depth interviews, and mystery shoppers, to desk techniques.
One of the comprehensive tools – Customer Empathy Map – allows you to comprehensively analyze the consumer and understand their hidden motives, needs, and how they think. This gives a complete picture, will enable you to segment the audience correctly, and, more importantly, determine consumer insight.
Euler Circles
Strategic Workshop is an individually prepared session where we, together with brand representatives, perform various tasks aimed at helping decision-makers move away from «template thinking,» allowing them to think creatively and identify hidden brand insights. This tool gives us a solid foundation for developing positioning strategies, brand platforms, and brand communication strategies.
One example of tasks used at the workshop can be Euler circles – this technique aims to identify characteristics that serve the UTP brand and are in demand for the market.
Strategy Explorer
Strategy Explorer is an advanced analysis of the company and the environment, which includes a step–by–step analysis of the internal environment of the brand, competitors, opportunities, threats, and environmental factors that may affect the development of the brand.
At the same time, this technique allows you to present a complete picture of the brand’s situation and reflect the interrelationships between various aspects, revealing insights into how one factor influenced another, thereby causing inevitable consequences.
Evidence-based design
Evidence-based design is a technique when the development of identity or packaging is strategically approached, excluding any subjectivity from the client or agency. We have developed a methodology, «evidence-based design,» in the creative design agency Moloko.
We analyze color, shape, fonts, and ideas if it’s a logo. All data is collected in a separate table to see the temperature throughout the market immediately. By forming a conclusion, we get undeniable facts that allow us to talk more confidently with the customer and help him build a strong product.
Brand Pyramid
The brand pyramid is a final document structure that includes the main provisions of the brand platform.
This guides the company on the brand’s image, mission and positioning, values, and functional and emotional advantages. What is the brand’s character, and how should it be used in communication? What is the target audience? What attributes and RTB should be used?
The brand pyramid and platform are actively used by all company departments: the brand needs to have a single image and message in communication and clearly understand and move in the designated development vector.
