To manage your brand properly, you must allocate a chunk of time ahead of each financial year to conduct a good brand diagnosis, the process for mapping the battlefield.

Your diagnosis can help you discover, test, and track the steps and conversion rates within your purchase funnel, establish positive or negative brand associations that need addressing, define key emotional and rational purchase triggers, measure the strength of your design codes and more.

Your diagnosis should also mitigate your marketing investment risk by removing any subjectivity, ensuring your decisions are evidence-based to enable a beautifully effective strategy to be developed. Consider using some, or all, of the following in your annual diagnosis.

• Brand heritage
• Founders vision
• Secondary insights
• Qualitative research
• Quantitative research
• Market segmentation
• Brand tracking survey

Marketing Lab is a brand management and marketing consultancy working with regional, national, and international businesses to mitigate marketing investment risk, ensuring more informed decisions are made with a view to improving sales and profitability, growing market share, and building brand equity. Request a FREE 30-minute brand management consultation.