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brand analysis for internet applications

| Brand analysis and brand audit of a web site

This analysis reveals the web site actual personality, the market position and awareness .  Brand analysis of a web site produces, just as a brand analysis in the material world the market position and the brand equity, providing a clear snapshot of the online brand presentation and success of a site, compared to direct competitors on the Internet and the web site current condition is revealed.

Conducting a brand audit before a web site has a make-over is necessary, to avoid loss of loyal web site users due to their dissatisfaction with major changes to the web site. Additionally, what in the users' opinion really needs to be improved or changed should be the outcome of a user group research.


Assessment of the internet position

First step is to focus on the current position of your web site versus the competition. Based on the number of visitors, returning visitors, registered members and processed sales, the competitive share of the market your brand owns online is revealed.

Studying the status quo and then the projections of your industry on the internet, delivers the advantage that the online brand strategy can be adjusted to gain more sales and brand awareness. Additional measures can be taken, to avoid loosing terrain at the internet market. Without this research the market position of the web site will be unclear and the brand strategy pretty much based on assumptions.

The differentiation factor

The differentiation factor is reviewed during the second step. Evaluation of the presence of the unique personality each brand should express online and which one of the web sites compared with each other is clearly standing out and why, is stated. Brand presentation is compared to the presentation of the competitors brands online, on hand of the visual presentation, choice of images, structure of the site and offered content and information. The service and/or product offerings are checked. Questions as: who offers a broader or better quality choice and who presents it best is answered.


Usability test

Step three, exploring how the user see and experiences the web site. This information is gained by inviting users to conduct an usability test and by surveys on the web site.
The usability test will include the following user groups:
  • loyal users
  • members returning irregularly
  • users of the target group but no members yet
  • users and members of most competitive web sites
The usability factor is revealed during a usability test.
By having a usability test conducted the sections for improvement of a web site are defined and you will know how your competition scores and where exactly they are ahead of you, or where you score better.

Web site survey

A specific set of questions to get to the bottom of what needs to be done to improve the site for the purpose to expand membership numbers, sales and active users, is developed. Each web site is different and so is the solution, therefore surveys for the specific web site are rolled out. One cannot base solely the decisions on this outcome, as the above mentioned steps are essentially important and the survey serves to fill the gaps by collecting additional information from common users surfing your site.

Analysis of the brand communication

Visual Orange will proceed to examine if your practiced brand communication on the internet is consistent with your brand communication of all other media channels.

Deliverables of the Brand Analysis

The results of this brand analysis will be evaluated, documented and then presented as a comprehensive study to the client. It will reveal only facts of your web site - not fiction. It will identify weak points and where the web site lacks strength and could be improved. It provides an overview of the strong points. All of this is necessary in order to develop a comprehensive
>> online brand strategy as the next step of online branding process and execution. The brand analysis is absolutely necessary to handle further >> online brand management of the web site in a proper way and to win more loyal users.