Performing a Brandscan

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Find completely new approaches that can make your brand even more appealing.
It can contribute to an even clearer brand differentiation and ultimately add value.
Here are some tips for conducting a brand scan.

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Performing a Brandscan

  1. 1.
  2. 2. <ul><li> A brand, even in the B2B sector, can account for up to 40% of the value of a company.
  3. 3. It is advisable to assess and scan its effect and its function on a regular basis.</li></ul> Why Conduct A Brand Scan?<br />
  4. 4. The Benefits?<br /><ul><li> A brand scan can suggest completely new approaches that can make the brand even more appealing.
  5. 5. It can contribute to an even clearer differentiation.
  6. 6. And ultimately add value.</li></li></ul><li> Two Spheres influence a Brand:<br />:<br /><ul><li>The internal environment of the company </li></ul> (primarily, the staff) <br /><ul><li>The external environment (market, customers </li></ul> and competitors)<br />
  7. 7. A Brand Scan involves an analysis of:<br />1. Relationship<br />2. Realignment<br />3. Relevancy<br />4. Reward <br />
  8. 8. 1. Relationship<br />The relationship analysis is carried out both internally and externally.<br /><ul><li> Which brand building measures are being associated with the brand?
  9. 9. Which are perceived as its added value? </li></li></ul><li>2. Realignment<br />The realignment analysis focuses on two factors: <br />technology and convenience.<br /><ul><li> To what extent can the brand capitalise on technological developments?
  10. 10. How much credit does the brand get for doing so?
  11. 11. How convenient is it to work with the brand?
  12. 12. What benefits does such a convenience bring?</li></li></ul><li>3. Relevancy<br />This analysis throws up very useful information on differentiation potentials that have not yet been tapped into. <br />And gives an opportunity to assess the merchandising of the brand.<br /><ul><li> To what extent does the brand expresses the company's experience and knowledge?
  13. 13. and what kind of evidence does it provides for this?</li></li></ul><li> 4. Reward <br />Reward takes the form of prestige and time: <br /><ul><li> Prestige stands for generation of an emotional added value for all those who come into contact with the brand.
  14. 14. Time is closely related to the aforementioned convenience.</li></li></ul><li>Visual Identity<br />The final stage is devoted to an assessment of the visual identity of the brand in the light of the results of the 4R analysis. <br />It is about finding out:<br /><ul><li> Whether the core messages of the brand accurately reflect the activity
  15. 15. Whether the brand promise really highlights its decisive competitive edge
  16. 16. And whether the communication initiatives create a clear brand image.</li></li></ul><li>Conclusion<br />The more disharmonious the brand scan results, the lower the motivation potential for people to adopt the brand, enter into a relationship with it or collaborate with it to create innovations. <br />By exploiting motivation potentials, you will increase the value of your business.<br />
  17. 17. Richard.bush@baseonegroup.co.uk<br />www.baseonegroup.co.uk/beyond<br />

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