How can you use brand experience measurement to identify your competitors' strengths and weaknesses?

Before doing anything else, you have to decide which components of the brand experience, such as customer satisfaction, brand loyalty, or general brand perception, you wish to assess. After you've defined that, you can start gathering information. This might involve carrying out focus groups, surveys, or even simply examining social media to find out what people are saying about your competition. Examine the data for patterns and trends: what makes customers consistently satisfied or dissatisfied? Are there any particular areas where competitors routinely outperform you? You can utilise the knowledge you've gained from identifying these advantages and disadvantages to guide your own brand strategy.

This is where many businesses go wrong. They think about features and products, not the deeper reasons people connect with a brand. Don't just list 'quality', think about whether you want to convey quality through craftsmanship, innovation, or social responsibility. This deeper level is where brands excel or falter.

I think initiating your strategy by defining the dimensions of your brand experience is a crucial step. This involves identifying and selecting aspects such as functional quality, convenience, emotional trust, satisfaction, social engagement, community involvement, and sensory aesthetics. These dimensions should be chosen based on their relevance to your audience, and how they align with your positioning. You're better equipped to understand the unique facets of your brand's interaction with consumers by pinpointing these key areas. This provides a solid foundation for developing strategies that enhance your brand's strengths and address any weaknesses, ensuring your brand resonates deeply with your consumers.

Customers are brutally honest, IF you ask the right questions and listen without defensiveness. Don't just focus on your brand. Ask "What's one thing your competitor does really well that we could learn from?

The magic of the matrix isn't just where you land, but the conversation it sparks within your team. Do you all agree on what's most important to customers? Is there a disconnect between your intent and how you're perceived? "High-Quality, Low Satisfaction" might mean stellar products let down by poor service, opening up a whole new area for improvement.

No tool is useful if your strategy doesn't adapt. Be ready to pivot if you're addressing a 'weakness' that customers don't actually care about. "Brand Experience" isn't just for marketing. Share insights with operations, R&D, etc., to make sure the whole company is pulling in the same direction.