3. The third step is a formal analysis designed to explore the three or four
major drivers revealed during the second step. This is done to uncover the derivation and intensity of the prospect’s needs, and to get a clear picture of the competitive environment. 4. The fourth step in the brand strategy development process is to conduct
a content analysis of traditional, digital and social media originating in those media with the highest penetration among the target audience. The purpose is to determine the extent to which the three or four winning brand attributes are delivered by your company and your competitors. Smart brand planners give the highest priority to those attributes that are important to the target audience, viewed as favorable aspects of the sponsoring company, and are not associated favorably with competitors. 5. The fifth step is evaluation to drive incremental learning and
continual improvement. Similar to Steps 1-4 in miniature, evaluation should be continuous and consistent to ensure that past decisions remain effective in the constantly evolving marketplace. Periodic pulsechecks provide useful input for tactical execution to ensure that investments made in branding continue to yield positive results over time, versus competitors and in light of best-practice.
Attributes important to the profitable customer
Opportunity
Credible attributes for your brand 48
Attributes not associated with competitors