The Purpose of a Brand Analysis

This week one of my business partners presented a FORGE brand analysis to a client of ours. Our analysis in this case consisted of 2 internal surveys (for both company divisions) and an external survey (of the company’s customers). Then, based on the responses received, we summarized problem areas, noted areas where they were succeeding, and offered a strategy to solve the problems they were having.

It was quite interesting to sit in the meeting and try to process the data from our client’s perspective. Presentations of these kind sometimes seem to produce some uneasy feelings from the client because in most cases you’re telling them where their brand is failing.