If you are looking for a partner to boost your brand identity, you need to evaluate how well they can align with your vision, values, and voice. But how can you measure their brand identity growth and potential impact on your audience? In this article, we will share some tips and tools to help you assess a potential partner's brand identity development and performance.
Before you start looking for a partner, you need to define your own brand identity criteria and goals. What are the key elements that make your brand unique, recognizable, and trustworthy? How do you communicate them to your audience through your logo, name, slogan, design, tone, and story? How do you measure your brand identity success and improvement? You can use tools like the Brand Identity Prism, the Brand Archetype Wheel, or the Brand Personality Scale to help you define and visualize your brand identity dimensions and attributes.
In every relationship, self-reflection is key. Identify your strengths and explore your partner's unique qualities. Together, fill gaps and grow. You should regularly assess and enhance collaboration. Focus on delivering better products or services — that's what truly counts.
Im agree with mr Vega, written above. We should assure that our branding is align with partner's branding. We need to maintain our branding.
You can also use focus groups/do small group testing to survey and get data/feedback about branding (feelings evoked, placement, etc.).
Partnerships in corporations are similar to those in humans. Respect for each individual's strengths and the ability to enhance each other's strengths and compensate for each other's deficiencies are the foundation of a good, long-lasting relationship. The first step in building the best partnership is to understand your company's characteristics, strengths, and limitations. Then, compare your brand identity and philosophy with the reality of your company and identify in detail what is missing or divergent. Finding strengths is relatively easy, but accurately identifying weaknesses is difficult, and if you make a mistake here, you will make a design mistake down the road.
Once you have a clear idea of your own brand identity, you can research your potential partner's brand identity and compare it with yours. How do they present themselves to their audience and the market? What are their strengths and weaknesses in terms of brand identity? How consistent and coherent are they across different channels and platforms? You can use tools like the Brand Audit Checklist, the Brand Perception Survey, or the Brand Health Scorecard to help you collect and analyze data on your potential partner's brand identity status and performance.
Become a customer or a follower to understand the customer experience or prospect journey - what tools are being used, the information being shared, and understand what data points the partner is collecting and how they are using this data to in future engagement.
When matching brand identities, it is important to understand not only the strength of the brand, but also the exact direction of the brand. Brand direction refers to the brand's emphasis on how it is handled, the occasions in which it is used, and the demographics of its target users. If these are not aligned, it is difficult to create synergy between the brands, and in some cases, the brands will spoil each other's relationship.
After you have gathered enough information on your potential partner's brand identity, you can evaluate how well they fit with your brand identity and where there are gaps or conflicts. How compatible are your brand identity elements and attributes? How do they complement or contrast each other? How do they affect your audience's perception and expectations of your partnership? You can use tools like the Brand Fit Matrix, the Brand Identity Alignment Model, or the Brand Partnership Scorecard to help you visualize and quantify your brand identity fit and gap.
Once the brand identity fit is at a certain level of discernment, we will quantitatively and qualitatively evaluate situations in which both brands would be used together from the user's perspective. While desk-based evaluation methods such as the balanced scorecard are effective, feasibility tests and depth interviews with users should also be considered for the actual evaluation.
If you decide to partner with someone who meets your brand identity criteria and goals, you need to monitor their brand identity growth and impact over time. How do they evolve and adapt their brand identity to changing market conditions and customer needs? How do they leverage your partnership to enhance their brand identity and value proposition? How do they contribute to your brand identity and reputation? You can use tools like the Brand Growth Tracker, the Brand Impact Dashboard, or the Brand Partnership ROI Calculator to help you track and measure your partner's brand identity growth and results.
You can also watch a partner's social media engagement (followers, topics posted, who else is mentioning them, etc.) to help gauge brand identity growth.
In addition to the direction and philosophy of the brand, the brand identity is formed by the reputation of the users and customers who actually come into contact with the brand. Since the people who are interacting with the brand are human beings, their perceptions and evaluations are constantly changing, and are greatly influenced by other brands in the market. Therefore, it is necessary to continuously check whether the brand's current reputation and market position are in line with the brand's direction and philosophy.
Finally, you can learn from your partner's brand identity best practices and apply them to your own brand identity development and improvement. What are the key lessons and insights that you can gain from their brand identity strategy and execution? What are the best practices that you can adopt or adapt to your own brand identity? How can you share and exchange feedback and ideas with your partner to foster mutual learning and innovation? You can use tools like the Brand Identity Benchmarking Report, the Brand Partnership Case Study, or the Brand Identity Masterclass to help you learn and grow from your partner's brand identity experience and expertise.