In order for a product or service to excel, it needs to have an appropriate, relatable brand profiling. Additionally, it is important that the business holds a detailed understanding of customers, clients and potential investors.
Arguably, many business owners hold an understanding of their brand, customers and competitors. However, this is often a generalised understanding that requires more depth and consideration.
To gain a thorough understanding of customers, it is important that brands follow a brand profiling process. This will permit business owners to consider the brand persona associated with the stakeholders within the organisation.
Brand Profiling: A Misunderstood Process
Brand profiling can be a misunderstood. It is essentially the process wherein an organisation discovers and develops a brand personality. In this process, it is important to create a brand profile that will not only represent your brand in an appropriate way but also in a manner that will engage with and resonate with your target audience.
A brand profile should embody what your brand has to offer and clearly outline the reasons why it offers a particular product or service.
When should my business conduct Brand Profiling?
When it comes to brand profiling, organisations must conduct this as regularly as possible. Doing this ensures that your brand profile is up to date, as well as your knowledge of customers, clients and stakeholders.
At Kaizen Brand Evolution, we carry out brand profiling on a regular basis. This is conducted multiple times a year and particularly when we introduce a new service into our brand.
Kaizen Brand Evolution: Brand Profiling
At Kaizen, we are an experienced team of experts when it comes to all things branding. We have conducted brand profiling for many businesses across numerous sectors, including PLCs, FMCG consumer brands and private organisations.
We would advise that businesses who operate in a B2B and B2C market, as well as those in third sector organisations invest in brand profiling. This will enable a boost in communication with their customers, clients and stakeholders.
The Importance of Getting it Right
When brand profiling, it is important to dedicate time to research and development. It is paramount to design a brand profile that relates to the organisation it represents. When researching, it is beneficial to consider your brand strategy and concept, including core values, goals and mission statement.
Brand Profiling Process
At Kaizen Brand Evolution, our clients are at the heart of everything we do. We involve our clients to ensure the best possible outcome. When conducting brand profiling, we initially speak to the client to find out what you want. The vision of the client will be evolved through looking at how a business acts both internally and to its customers.
When the research is concluded and all of the relevant information is obtained, the team at Kaizen begin to research how the brand functions. This covers how team members communicate for the brand, how they act and how they react.
This observation will be carefully curated into the company brand guidelines. This will ensure that all organisation members are on the same page, using the correct language, tone and actions. This also avoids team members going “off-brand” which can be damaging for brand identity and reputation.
Think, Feel, Say & Do
Using techniques trained in by IBM, we develop our core personas across an avatar or multiple avatars. We use the distinct areas of Think, Feel, Say & Do to fully understand the factors that affect our personas decisions to use or buy from us, or otherwise. This process is usually conducted as a workshop whereby our commercial and design team leads prompt and shape the process of brand profiling.
This process is incredibly powerful in removing any doubt of who our customers are and it incredibly worthwhile to engage in, regardless of the stage you are in with your branding.
Start Brand Profiling Today
At Kaizen Brand Evolution, we have an esteemed design team in Belfast. Omagh and Dublin, with widespread experience. Our designers understand both the functional and technical requirements and can use their expertise to blend the two into a beautifully executed brand.
To start a project with Kaizen Brand Evolution, please get in touch with our team on 028 9507 2007.