THOROUGH

HANDBOOK
FOR
ANALYZING

BRANDS

V.V.S.Sivanvita
Challapalli
 V.V.S.Sivanvita
Challapalli

WHAT IS
BRAND
ANALYSIS?

Brand analysis evaluates a

company's branding strategies
using data.
It looks at identity, persona, and
communication with customers.
Measures performance in
messaging, audiences, and channels.
Identifies areas for improvement in
the brand strategy.
Studies competitors to set
benchmarks and find
strengths/weaknesses.
 V.V.S.Sivanvita
Challapalli

WHY IS BRAND
ANALYSIS
ESSENTIAL?
Brand analytics is crucial for every
company to avoid flawed strategies and
inevitable failure. Here's why it's
essential:
Understand Your Customers:
Analyzing customer feedback helps you
grasp their needs, preferences, and
pain points, guiding market
innovations.
Identify Your Competitors: A
competitor analysis reveals strengths
and weaknesses, aiding in developing a
unique market position for increased
profitability.
 V.V.S.Sivanvita
Challapalli

Data-Driven Marketing: A brand

analysis offers actionable insights,
allowing adjustments to messaging,
creative, and digital channels for an
effective marketing strategy.
Improve Brand Awareness: Through
message testing and brand health
assessments, a brand audit
compares your performance against
competitors, enhancing brand
awareness.
Strengthen Brand Loyalty: Brand
marketing analysis uncovers the
reasons behind brand loyalty,
helping build a strong connection
with customers who love your
brand.
 V.V.S.Sivanvita
Challapalli

7 STEPS TO BUILDING
A BRAND ANALYSIS
Step 1: Define Your Brand
Step 2: Conduct a Brand
Sentiment Analysis
Step 3: Analyze your Target Audience
Step 4: Facilitate a Competitive
Analysis
Step 5: Conduct a SWOT Analysis
Step 6: Building a Social Media
Brand Audit
Step 7: Measure your Brand’s
Performance
 V.V.S.Sivanvita
Challapalli

STEP 1: DEFINE
YOUR BRAND
Clearly understand your brand by
defining core values, crafting a brand
narrative, and establishing a unique
selling proposition (USP).
Core values serve as the foundation
for your brand's identity, tone of
voice, and messaging.
These values guide decision-making
and influence all aspects of your
business, including customer
interactions.
Prioritize practices aligned with core
values, such as eco-friendly
operations for sustainability.
Internal alignment and collaboration
are crucial, extending beyond
marketing efforts.
 V.V.S.Sivanvita
Challapalli

BRAND NARRATIVE
MATTERS
A strong brand narrative conveys who
you are, your values, goals, and purpose,
providing a quick overview to
stakeholders.
Your unique selling proposition (USP)
sets you apart from competitors,
showcasing special features like
innovation or exceptional customer
service.
Identifying your USP empowers sales
and marketing to highlight why your
brand is the best choice.
For example, a clothing brand's
emphasis on ethically produced and
sustainably sourced garments
distinguishes it from fast-fashion
competitors relying on cheap labor.
 V.V.S.Sivanvita
Challapalli

STEP 2: BRAND
SENTIMENT ANALYSIS
Brand sentiment analysis reveals
people's feelings and attitudes toward
your brand, providing valuable insights
into public perception.
Done with tools like TalkWalker or
Brandwatch, it tracks mentions and
evaluates sentiment (positive, negative,
or neutral) using natural language
processing.
Positive mentions might include phrases
like "excellent service," while negatives
could contain words like "poor customer
support."
 V.V.S.Sivanvita
Challapalli

Analyzing this data helps you

understand how your audience perceives
your brand and identify areas for
improvement.
Enables data-driven decisions to
enhance customer satisfaction and
strengthen your brand image.

Source: Britopian.com
 V.V.S.Sivanvita
Challapalli

ACTIONABLE
SENTIMENT ANALYSIS

Brand sentiment analysis is actionable

and helps you address issues
proactively.
Reveals trends in customer feedback;
for example, addressing shipping delays
promptly can minimize brand reputation
impact.
Collaboration with colleagues in
operations is essential for effective
resolution.
Combining sentiment analysis with
primary research provides insights into
the reasons behind customer
sentiments.
 V.V.S.Sivanvita
Challapalli

STEP 3: ANALYZE
YOUR TARGET
AUDIENCE
Understand your target audience by
analyzing demographic traits,
psychographics, and behavioral patterns.
Demographic data includes age, gender,
income, education, and location, helping
create an ideal buyer persona.
Psychographic data explores interests,
values, and lifestyles, revealing motivations
behind purchasing decisions.
Behavioral analysis focuses on interactions
with your brand, examining search engine
use, social media activity, and
responsiveness.
Use audience analysis to customize brand
messaging and refine marketing strategies
for better engagement and conversions.
 V.V.S.Sivanvita
Challapalli
STEP 4: FACILITATE
COMPETITIVE ANALYSIS
Metric Description
Measure of brand’s popularity
Brand Recognition
and visibility
Customer retention and repeat
Brand Loyalty
purchases
Return on investment for
Marketing ROI
marketing campaigns
Metrics like social media
Customer Engagement
engagement and website traffic
Market Share Percentage of market
Customer Satisfaction Customer reviews and ratings
Engagement and conversion
Content Performance
metrics for content marketing
Performance analysis of
Advertising Effectiveness
advertising campaigns
SEO rankings, website usability,
Digital Presence
and online reputation
Brand’s standing in comparison
Competitive Positioning
to competitors
 V.V.S.Sivanvita
Challapalli

Analyze your competitors just like you do

for your own business.
Examine their brand messaging, marketing
channels, and online presence.
Learn from their unique selling propositions,
brand sentiment, and communication
strategies.
Identify strengths and weaknesses in their
messaging to differentiate your brand.
For example, if competitors highlight low
prices, emphasize superior quality in your
messaging.
 V.V.S.Sivanvita
Challapalli

COMPETITIVE
INTELLIGENCE
INSIGHTS

Evaluate competitors' digital channels,

including social media, email, content, Google
ads, and TikTok.
Identify areas where they underutilize or
over-saturate specific channels.
Optimize your marketing by focusing on
high-potential channels for engagement and
conversion.
For instance, if competitors neglect TikTok,
establish a strong presence to engage a
new audience.
Assess online presence, including websites,
search rankings, and social media, to gauge
visibility and user experience.
 V.V.S.Sivanvita
Challapalli

Make informed decisions by recognizing

competitors' strengths and weaknesses.
Improve your online presence, such as
enhancing website design and implementing
SEO, based on competitive analysis.
Competitive intelligence provides a
comprehensive view of competitors across
industry benchmarks and metrics.
Examine competitors' websites, search
engine rankings, and social media profiles for
insights.
Gauge competitors' online visibility, user
experience, and overall positioning in digital
marketing.
Identify areas where competitors excel or
fall short, informing strategies to gain a
competitive advantage.
 V.V.S.Sivanvita
Challapalli

STEP 5: SWOT
ANALYSIS

Strengths:
Internal advantages that give your brand a
competitive edge (e.g., legacy, superior
product design, leadership, brand
reputation).
Identify and leverage strengths in marketing
and business operations.
Example: Efficient supply chain for faster
delivery or lower prices.
 V.V.S.Sivanvita
Challapalli

Weaknesses:
Internal factors that hinder brand
performance and growth.
Recognize weaknesses to implement
measures for improvement.
Example: Invest in training programs for
better customer service.

Opportunities:
External factors that can benefit your
brand (e.g., emerging trends, tech
advancements, shifts in consumer behavior).
Seize opportunities to expand market share,
enhance products, or enter new markets.
Example: Respond to demand for eco-
friendly products with a sustainable goods
line.
 V.V.S.Sivanvita
Challapalli

Threats:
External factors that could negatively
impact your brand (e.g., competitor actions,
market fluctuations, regulatory changes).
Identify threats and develop contingency
plans.
Example: Differentiate from new
competitors through unique features,
quality, or exceptional service.
 V.V.S.Sivanvita
STEP 6: Challapalli

BUILDING A
SOCIAL MEDIA
BRAND AUDIT
Assess your brand’s marketing
channels, especially social media, for
effectiveness and audience engagement.
Conduct a brand audit by examining
platforms like Facebook, Instagram,
Twitter, LinkedIn, and Pinterest.
Analyze performance metrics such as
engagement rates, follower growth, and
conversion rates.
Ensure consistency in brand voice,
visuals, and messaging across all
platforms for recognition and trust.
 V.V.S.Sivanvita
Challapalli

Monitor competitors’ social media

presence to identify trends, strategies,
and content that resonates with their
audience.
Adjust marketing efforts based on
audit data; allocate more resources to
successful platforms and test new
tactics.
Conducting a social media brand audit
is crucial for informed decisions and
effective use of your marketing budget.
 V.V.S.Sivanvita
Challapalli

STEP 7: MEASURE YOUR

BRAND’S PERFORMANCE
Metric Description

Measures brand
Brand Health awareness, reputation,
market share

Tracks retention, NPS,

Customer Loyalty
lifetime value
Examines revenue,
Sales Metrics
margins, growth
Sets specific goals,
Brand Objectives
reviews progress
 V.V.S.Sivanvita
Challapalli

Evaluate overall brand performance in

the final brand analysis phase.
Monitor vital indicators like brand
health, customer loyalty, and sales
metrics.
Identify areas needing improvement and
ensure brand goals are achieved.
Brand health includes awareness,
reputation, and market share; use tools
like surveys and social media
monitoring.
Measure customer loyalty through
retention rates, NPS, and customer
lifetime value.
 V.V.S.Sivanvita
Challapalli

Sales metrics examine financial

performance, including revenue, profit
margins, and growth rates.
Set specific, measurable objectives for
brand success, such as market share
expansion or improved customer
retention.
Regularly review progress toward
objectives to keep the brand on track.
Net Promoter Scores (NPS) provide
insights into customer satisfaction and
loyalty.
Customer Lifetime Value (CLV) helps
estimate the long-term value of a
customer to the brand.
 V.V.S.Sivanvita
Challapalli

CONCLUSION
Brand analysis evaluates
branding strategies for
insights into identity
and communication.
Identifies strengths, weaknesses, and
growth opportunities.
Examines customer preferences,
competitors, and current brand status.
Prioritize customer orientation and
stay updated on market trends for a
strong brand identity.
Use analytics tools to gain vital
insights into brand performance across
dimensions, channels, and metrics.
 V.V.S.Sivanvita
Challapalli

THANKS FOR
TAKING THE TIME
TO READ IT.
 V.V.S.Sivanvita
Challapalli

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