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What’s Your Brand Space?

All brands live in the market with customers, prospects and competitors. The brand audit will show that all brands have a certain “space” where they are allowed to operate by those customers, prospects and competitors.

Some people refer to this as your brand’s permissions and limitations, but it is critical to understand where your brand is acceptable and where it is not.

Why Do You Need To Understand Your Brand Space?

One of the key benefits your brand delivers to your organization is the ability to leverage it into new products, new geographies or new target markets. But your brand’s permissions and limitations may keep you from leveraging your brand against some new opportunities.

The marketplace is littered with new product introductions that failed because their owners did not understand their brand space and decided to enter into uncharted waters. Can Gerber sell adult foods? Could Schwinn manufacture a car? Can Bic sell kayaks? Introducing new products is too expensive to guess at this critical element. Do the marketing research to know the dimensions of your brand space before you move too far into new product development.

Contact us to learn more about brand space and brand audit research.