The findings from secondary and primary analyses allow a clear view of the company and its environment. For solid, long-term brand development, there is another important field: the most precise description of customers, along with their wishes and needs. There are several ways to find this out. The findings are always to be placed in relation to the competition. This permits “white areas” to be found on the customer map.
Milieu studies — especially in the B2C environment — are helpful, as they deliver a picture of a diverse society which is as close to reality as possible. This includes values, life goals, and lifestyles along with sociodemographic characteristics. In a B2B analysis, clear descriptions of target groups, partly in combination with persona profiles, are helpful for better describing the individual decision-making groups. For later consulting, brand analysis focuses on behavior related to how these groups search for and obtain information, who has the ability to make decisions, decision-making and purchasing processes, budget, and influential factors. What connects social environments and personas is understanding branding and marketing oriented to the target groups.
Long-term trend analyses bring a completely different aspect to brand development. This is about understanding how possible developments will change a market, industry segment, or an application which is usual today. Legal questions at a national and international level are also relevant, along with societal trends, scientific developments, trends in technology, and megatrends. These fields yield indications for where the brand currently is and its potential to develop.
Brand perception by customers looking from the outside in is a helpful starting point for brand assessment. This concerns following the customer journey, identifying customer touchpoints, and understanding what the customer experiences today and ought to experience in terms of aspects of the brand.
Individual observations or the sum of these brand analyses yield a clear picture of where a B2B brand currently stands, where there is a need for action, and at which points the important starting points for consulting on brand development are.