Branding Gap Analysis:
CREATE AN ACTION PLAN
The third step in a branding gap analysis involves identifying the gaps between the current state and the desired future state. This means pinpointing the specific areas where brand strategy, identity, and/or execution fall short of business goals. Whether it’s low brand recognition, inconsistent messaging, outdated visual identity, or missed opportunities to connect emotionally with your audience, this step highlights the obstacles that must be addressed. By clearly mapping these gaps, businesses can prioritize actions, allocate resources efficiently, and develop targeted strategies to close the distance and strengthen brand impact. At Logogy, we work with our clients through the following processes:
Comparing Current Brand Performance Metrics with Target Goals
For example: The goal is to achieve 70% brand awareness in the target market, but current awareness is only 40%, indicating a significant gap that limits market influence and customer acquisition.
Identifying Underperforming Brand Elements, Tools, or Tactics
For example: Inconsistent use of brand colors and typography, unclear brand voice across platforms, ineffective brand storytelling, or low engagement with brand campaigns.
Highlighting Missing Capabilities or Resources
For example: Absence of a comprehensive brand style guide, lack of internal brand training, insufficient market research on audience perceptions, or limited visual and content assets for campaigns.
Revealing Misalignments
Between Audience Needs and Current Brand Experience
For example: Brand messaging focuses heavily on technical features, while customer insights show the target audience values emotional benefits and relatable storytelling, creating a disconnect that weakens engagement.
According to BABOK®, each of these activities surfaces actionable insights, guiding the organization toward focused improvements in its branding strategy and helping bridge the gap between where the brand is today and where it aspires to be.