What To Consider When You’re Creating Or Refining A Brand

Alfaro Recoba

Kobi Ben-Meir is the CMO of KEB Media and an award-winning marketer and author.

In today’s market, many companies are looking to tighten up their brand or even create a new brand to fit the changing environment. Your brand is your identity, so what steps should you take? Creating a brand can be a straightforward but complex process. We need to ask ourselves a few questions during this process:

What Do We Do And Why?

We need to answer what it is exactly that we do. What do we offer? Why are we doing it? This is how we start to build our story.

Who Are We?

What is our mission? What are we trying to change? What are we trying to solve?

What Makes Us Different?

We define our value proposition: How are we unique in our field? This must be connected to our what and why in a way that makes sense for our target customer profile or profiles and should be exclusive to our brand and products.

What Are Our Values?

This is what makes us human. It’s a crucial part of a successful brand. What is our brand personality, and how will our customers connect with our brand emotionally?

What Can Make A Brand More Successful?

A brand should have the ability to stay clear and focused. A brand should know its target audience and have a defined mission. A successful brand knows its competitive landscape and can identify the brand’s key values easily. The other crucial part of a successful brand is an amazing ability to tell the brand story and having a strong brand identity. Doing this consistently is the key.

Identifying Your Target

One of the most important aspects is to identify the target audience profiles. There are few steps we should take to do this:

Analyzing Your Existing Customer Database

This is the most valuable asset existing brands have. Analyze the database of users to get insights into the best-performing customer profiles, industries and segments. Assess engagement levels and lifetime value. With this data, we can create initial target profiles that are based on actual performance data.

Analyzing The Competitive Landscape

While we are trying to change the landscape and inject a new process or technology into the market, our competition is doing an amazing job we can (and should) capitalize on. It’s important to analyze our competitors, assess their marketing approach to identify the target audience, run an analysis of their paid media approach to get more accurate data, and if they are public, analyze their public reports to get useful data. All of this will help us add more data points on the path toward creating our ideal target profiles.

Considering Exclusions

It is always very useful to define who is not part of our target user profile. By knowing who we are not going after, we can better focus our profiles, content and strategy.

Analyzing Our Value Proposition

When we’re looking at the value proposition our product or service presents to any potential customer, we need to try and identify what benefits the customer gets by choosing our brand. It’s important not to mix benefits with features. Once we have this list, we can gain a better view of our target profiles.

Conducting Market Research And Trend Analyses

The most comprehensive and traditional research strategy is to conduct market research, wide or narrow, to get insights into what the potential target profiles should be. The market research should include many of the previous points while looking at a wider range of variables and actions. In addition, a market trend analysis can be useful for identifying the top trends among customers to match our profiles.

When we try to create a brand or reposition one, it is important that we look at as much data as possible but also remember to focus on our target customers’ needs. Creating demand is what is likely to make or break the brand we are aiming to build. Don’t take on a long-term branding strategy without focusing on demand generation early on. Create the brand and then build demand. This will help you with improving your messaging, profiling and content.


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