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How can data inform your brand identity evolution?

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Your brand identity is not static. It evolves over time, influenced by changing customer needs, market trends, and competitive forces. But how do you know when and how to update your brand identity? How do you avoid losing your core values and differentiation while adapting to new realities? Data can help you answer these questions and guide your brand identity evolution. In this article, you will learn how to use data to:

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1 Assess your current brand performance

Before you decide to change anything, you need to understand how your brand is performing in terms of awareness, perception, loyalty, and advocacy. You can use various data sources, such as surveys, social media analytics, web analytics, and customer feedback, to measure these metrics and identify your brand strengths and weaknesses. You also need to benchmark your brand against your competitors and your industry standards to see how you stand out or fall behind.

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Lindsey A.

Strategic Intelligence Manager | AI-Driven Brand & Business Risk Mitigation | Empowering C-Suite with Data-Driven Insights | Cornell MBA
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Before making changes, thoroughly evaluate how your brand is perceived both inside and outside the company. Ensure that there's alignment between what stakeholders believe and what customers actually feel. Often, the main issue I've seen with clients is this mismatch in perceptions. Such misalignments can undermine the brand's central promise and purpose. When you achieve this harmony between internal and external perceptions, customers don't just buy — they become brand advocates!

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Vaishali Sanjay

Co Founder | Entrepreneur | Strategist l Brand Builder | Growth & Business Transformation
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Data is like our brand's compass. It tells us what our fans love, what's trending, and how people see us. With this info, we can evolve our brand to keep everyone smiling and stay in tune with the times.

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2 Understand your target audience

Your brand identity should reflect the needs, preferences, and values of your target audience. You can use data to segment your audience based on demographics, psychographics, behavior, and attitudes. You can also use data to create buyer personas, which are fictional representations of your ideal customers. By analyzing data from sources such as CRM, email marketing, online reviews, and customer interviews, you can gain insights into your audience's pain points, motivations, goals, and expectations.

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Dan Crask

I guide brands to clarity | Brand Strategist | Brand Consultant | Creator of Vibe, Tribe, & Why?
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This is your brand's Tribe, and it should be a short list of 2-3 idea customer personas/profiles. It's often helpful to think of a few long-time customers whom you just click with and then jot down what their goals, motivations, and blind spots are. Thriving brands have just 2-3 of these personas, yet because they are so clear on why the brand is perfect for them, it attracts others too.

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3 Define your brand purpose and values

Your brand purpose and values are the core of your brand identity. They communicate why you exist, what you stand for, and how you make a difference. You can use data to validate or refine your brand purpose and values based on your audience's needs and values. You can also use data to test how your brand purpose and values resonate with your audience and how they influence their perception and behavior. For example, you can use A/B testing, focus groups, or surveys to measure the impact of different brand messages or visuals.

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Paul Lutz

Head of Operations at Get Golden | Natural Products Advocate
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A purpose-driven CPG brand serves as a rallying point, actively galvanizing a committed consumer community. Data amplifies this effect by providing actionable insights. SKU-level data identifies unintentional market gaps, ensuring inclusivity without diluting your core message. Focus on KPIs from campaigns that highlight your brand values; these metrics guide you in refining your message and product offerings. Employ targeted surveys or A/B tests to validate the alignment of your ethos with consumer needs. While your brand's purpose can ignite consumer passion, data allows you to leverage your purpose and values as quantifiable assets for maximum impact and reach.

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Dan Crask

I guide brands to clarity | Brand Strategist | Brand Consultant | Creator of Vibe, Tribe, & Why?
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There are two ways that are helpful to define purpose and value. The first is to simply state the answer to this question: What is the challenge your brand exists to solve? That's your purpose, aka your "Why." Or, secondly, finish this statement, "We believe…" Feel free to make that thing as long-winded as you want, but then edit, edit, edit. You want concise. You want pithy. Because no one cares about your brand as much as you do. They care very little, in fact, so get to the point. That's your brand's value.

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4 Align your brand elements

Your brand elements are the tangible and intangible aspects of your brand identity that convey your brand purpose and values. They include your name, logo, tagline, color scheme, typography, voice, tone, and personality. You can use data to evaluate how your brand elements align with your brand purpose and values and how they appeal to your target audience. You can also use data to optimize your brand elements for different channels, platforms, and formats. For example, you can use heat maps, eye tracking, or click-through rates to measure the effectiveness of your brand elements on your website or social media.

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5 Monitor and measure your brand evolution

Your brand identity evolution is not a one-time event. It is a continuous process that requires constant monitoring and measurement. You can use data to track how your brand evolution affects your brand performance, audience engagement, and business outcomes. You can also use data to identify new opportunities, challenges, or trends that may require further adjustments or innovations. For example, you can use dashboards, reports, or alerts to monitor your brand evolution across different metrics and dimensions.

Data is a powerful tool that can inform your brand identity evolution. By using data, you can make informed decisions that align your brand identity with your audience's needs, your market's dynamics, and your business's goals. You can also use data to test, validate, and improve your brand identity over time.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Dan Crask

I guide brands to clarity | Brand Strategist | Brand Consultant | Creator of Vibe, Tribe, & Why?
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Dark Mode is still a big factor that is often not considered until there’s a problem. Smartphone data suggests Dark Mode is becoming the norm for a lot of people, especially very active users. This bed the question: how does your brand identity system perform in Dark Mode? Was it created in a traditional white background environment without Dark Mode considerations? It’s a detail that can have massive implications.

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How can data inform your brand identity evolution?

1

2

3

4

5

6

1 Assess your current brand performance

2 Understand your target audience

3 Define your brand purpose and values

4 Align your brand elements

5 Monitor and measure your brand evolution

6 Here’s what else to consider

Brand Development

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How can data inform your brand identity evolution?

1

2

3

4

5

6

1 Assess your current brand performance

2 Understand your target audience

3 Define your brand purpose and values

4 Align your brand elements

5 Monitor and measure your brand evolution

6 Here’s what else to consider

Brand Development

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