Branding Gap Analysis:
DEFINING THE DESIRED FUTURE STATE
The second step in a branding gap analysis focuses on defining the desired future state, which is what success should look like for your brand. This means setting clear goals for brand performance, outlining the capabilities needed to achieve them, and aligning with evolving audience expectations and market trends. By establishing a measurable and strategic vision, this step provides a clear target for improvement and guides all future branding initiatives toward achieving meaningful business outcomes. At Logogy, we work with our clients through the following processes:
Identifying Target Brand Performance Metrics
For example: Increased brand awareness, stronger market positioning, higher brand loyalty scores, improved customer advocacy, and greater share of voice in your industry.
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Defining New Capabilities or Brand Improvements Needed
For example: Refreshed visual identity, refined messaging frameworks, consistent tone of voice across channels, enhanced storytelling assets, or expanded brand guidelines for internal and external use.
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Clarifying Expectations, Benchmarks, and Trends
For example: What do your customers and stakeholders expect from your brand experience; how does your brand’s image compare to leading competitors; and what are the latest branding, design, and consumer behavior trends shaping your market.
According to BABOK®, this step aligns with determining what your brand wants to become and identifying the changes required to realize its full business value. In a branding context, this process gives direction and focus to future brand-building efforts by making the desired state measurable, strategic, and actionable, providing a clear target for closing the gap.