What are the key tools for analyzing brand identity?

1 Vision and mission statements

A vision statement is a concise and aspirational description of what your business aims to achieve in the long term, while a mission statement is a clear and specific statement of how it will fulfill its vision. Together, these statements form the foundation of your brand identity and guide your decisions and actions. To ensure their effectiveness, ask yourself if they are relevant and inspiring for your target market, reflect your core values and differentiators, communicate your unique value proposition and benefits, and are consistent and coherent across all your touchpoints.

3 Brand archetype

A brand archetype is a symbolic representation of your brand's personality, values, and attributes based on a universal model of human behavior and psychology. There are 12 main archetypes, such as the hero, the rebel, the lover, the explorer, and the sage. Each one has a distinct role, motivation, and tone of voice that can help you create a consistent and memorable brand identity. To analyze your own archetype, you should ask yourself what is the core desire and purpose of your brand? How does it relate to customers' emotions? What are its key traits and characteristics? How does it express itself visually and verbally? Answering these questions can help you identify your brand's archetype.

5 Brand identity prism

A brand identity prism is a visual tool that helps you define and illustrate the six facets of your brand identity, including physique (physical and tangible aspects such as logo, color, shape, and style), personality (human and emotional characteristics such as tone, voice, and attitude), culture (values and beliefs that guide behavior and actions such as vision, mission, and ethics), relationship (type and quality of connection with customers and stakeholders such as trust, loyalty, and satisfaction), reflection (image and impression projected to customers and how they identify with it such as status, lifestyle, and aspirations), and self-image (ideal image customers have of themselves and how your brand helps them achieve it such as goals, needs, and motivations). By using the brand identity prism you can analyze your brand identity from different perspectives to ensure consistency across all facets. It can also help identify any gaps or conflicts between your brand identity and customer expectations so that they can be resolved.

6 Brand touchpoints

Brand touchpoints are the points of contact and interaction that your customers have with your brand throughout their journey, from awareness to advocacy. These touchpoints include various channels and platforms, such as website, social media, email, advertising, packaging, and customer service. To analyze your brand touchpoints, you need to map out all the touchpoints that your customers encounter before, during, and after their purchase. Additionally, you should evaluate the quality and effectiveness of each touchpoint in terms of delivering your brand identity and value. Furthermore, it is important to identify and prioritize the touchpoints that have the most impact and influence on customer satisfaction and loyalty. Finally, you should optimize and enhance the touchpoints that need improvement or innovation.

7 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?