Data analytics for brand health
What is a brand assessment?
No matter your business, your brand is one of your most valuable assets. A strong brand can help represent and define your company culture. It can create employee pride and customer confidence while attracting new business. Unfortunately, it may also have the opposite effect when poorly defined or unmanaged. So, how do you measure your brand value? How can you know your strengths and weaknesses?
Understanding your brand health
Tailfeather brand assessments are designed to help clients understand their overall brand health. We evaluate a company’s internal and external branding and customer experience through focus groups, surveys, data analytics, and multipronged competitive reviews. The results give leaders a holistic view of their brand and help inform their strategy and decision-making process
05 ― Brand Assessment and Consulting
Application — Company Brand Assessments
Our brand assessments include quantitative analysis of the following factors against the competitive landscape:
/ Brand Perception — how focus groups view your brand
/ Brand Visibility — positive and negative search results
/ Brand Reach and Engagement — social media activity
/ Brand Tone — public-facing communications
/ Brand Attractiveness — visual identity
Company Brand Assessments ―
Our Process- A Three-Point Check-Up
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First, we’ll evaluate your company culture and the level at which employees and stakeholders understand and share your mission, vision, and values through surveys and analysis of internal corporate communications.
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Then, we’ll analyze how your services, products, and reputation are represented to your customers, investors, and stakeholders. Our assessments focus on various components, including your visual and verbal brand identity, paid advertisements, website(s), and social media presence.
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Finally, we’ll look at how your target audience engages with your brand and branded content and how effectively your external branding communicates who you are and your brand’s value proposition. For a commercial company, this may include customer service and sales processes.
Process ―
Who Needs a Brand Assessment?
While everyone could benefit from a brand health check-up, there are a couple of specific client types who stand to gain the most:
/ Legacy Companies Ready for Change— When change is needed, a brand assessment can pinpoint what’s working and not, so you know where to focus your efforts.
/ Assessing Brand Hierarchy - A parent company might have several subsidiaries or "child" brands that have been launched from within or acquired. A brand assessment can help determine if it’s necessary to restructure the brand family tree or to evolve/augment elements to make all the brand family members look and feel more related.
/ Mergers and Acquisitions —When two companies evaluate whether to create a new entity or fold one company into another, a brand assessment can highlight strengths and weaknesses to provide valuable insights into the most effective brand strategy.
Application ―
Outcomes and Next Steps
When we complete a brand assessment, our team of consultants provides strategic, concrete recommendations to solve any challenges around your brand health and digital presence. Our recommendations may include fixes that Tailfeather or our Haystack Needle partners can address - other solutions may fall out of our scope.
What are common solutions to brand challenges discovered during a brand assessment?
A brand identity evolution (New and Improved Visual identity)
Development and implementation of a mission, vision, and values statement
Social media support - strategy and content development
A website overhaul and redesign
Developing and implementing a consistent brand tone of voice
