Brand Evaluation Framework → Framework Guide → Getting Started → Stage 1 → Stage 2 → Stage 3 → Stage 4 → Stage 5
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Documenting an internal audit of what your organization is or isn't doing to support its brand is the first stage of the Framework. An audit, in this scenario, is finding any existing internal and external data, analytics, brand related research, assessments, or other activities that relate to your brand.
In Brand Development, you will be looking at your organization's Brand Elements, Brand Support and Brand Activities.
Brand Elements: Points of differentiation of the organization's brand that are communicated to the marketplace.
The five Brand Element groupings are:
Brand Support: The financial and non-financial resources of what the business is doing to support the brand.
Examples:
<aside> 📍 Research & Development
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<aside> 📍 Store turnaround time
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<aside> 📍 Marketing budget
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Brand Activities: Public activities that the business and its competition are or are not doing*
Examples:
<aside> 📍 Involving local university students in helping with research projects
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<aside> 📍 Installing self-serve stations to speed up the process of serving your customers
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<aside> 📍 Creating YouTube training videos for customers
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<aside> ❗ *Note: Although Brand Development is an internal audit, you still need to document what actions you are not taking in your Brand Activities in comparison to your competitors.
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🚧 Coming soon! 🚧