Customer Brand Analysis

Definition

Customer brand analysis is the digital branding task during which the development organization analyzes the brand identity of the business enterprise of the customer organization.

Objectives

The typical objectives of the customer brand analysis task are to:

• Determine and analyze the customer's current brand.
• Determine the customer's digital branding requirements.

Preconditions

The customer brand analysis task can typically begin when the following preconditions hold:

• The business strategy phase has started.
• The digital branding team has been staffed and trained in the customer brand analysis task.

Completion Criteria

The customer brand analysis task is typically complete when the following postconditions hold:

• The customer brand analysis has been completed and passed inspection.

Steps

The customer brand analysis task typically involves the branding team performing the following steps:

• Obtain and evaluate the customer's existing brand materials:
  • Mission Statement
  • Core Values Statement
  • Branding documentation:
    • Corporate identity materials
    • Corporate logo
  • Marketing materials:
    • Print advertisments
    • Video advertisements
    • Audio advertisements
    • Marketing event literature
  • Communications materials:
    • Corporate stationary with letterhead
    • Business cards
• Read the relevant project branding work products:
  • Customer Analysis
  • Business Vision Statement
  • Competitor Brand Analysis
• Document the results of the analysis in the customer brand analysis:
  • Read the associated content and format standard.
  • Obtain the associated template.
  • Fill in the front matter and introductory material.
  • Document the current brand identity.
  • Document any planned changes to the current brand identity.

Techniques

The customer brand analysis task can typically be performed using the following techniques:

• Interviews
• Reading

Work Products

The customer brand analysis task typically results in the production of the following work products:

• Customer Brand Analysis

Guidelines

• Only perform this task if:
  • The solution requires a user interface with a brand identity.
  • The customer organization's business enterprise has an existing brand identity.