Branding Gap Analysis:
IDENTIFYING THE CURRENT STATE
The purpose of identifying the current state in a branding gap analysis (according to BABOK) is to accurately understand how your brand is perceived and performing today, and to clearly define what brand success looks like for your business in order to determine what must change to achieve the desired future outcomes. At Logogy, we engage quickly, professionally, and decisively with our clients through the following processes:​
Clarify Overall Brand Goals
For example: Strengthen brand recognition, improve market positioning, expand into new customer segments, increase brand loyalty, and elevate perceived value.
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Define Current Branding Objectives
For example: Ensure brand consistency across all channels, refine messaging to better resonate with target audiences, update visual identity to reflect current market relevance, and enhance emotional connection with customers.
Identify Brand KPIs (Key Performance Indicators Tied to Those Goals)
For example: Brand awareness levels, brand sentiment scores, customer loyalty and retention rates, social media engagement, share of voice, and Net Promoter Score (NPS).
With a clear understanding of the current state, rooted in defined brand goals, branding objectives, and performance baselines, the foundation is set for meaningful comparison. The next step is to envision the desired future brand state, allowing you to pinpoint exactly what needs to change to bridge the gap between where your brand is today and where you want it to be.