Who should use this package?

This package is ideal for new businesses launching their brand as well as established businesses needing to determine their brand's perception in the market place.

Why do you need it?

A basic truth of doing business these days is that there is very little that your competitors can't duplicate. Great ideas and trade secrets can be copied and eventually patents expire. Your ideas can be expanded on and improved and even sold at a lower price. However, the one thing that provides a competitive edge and cannot be copied is your brand. Your brand creates lasting value even after many of the elements in your business change. Having a brand that customers trust means they will keep coming back and will be prepared to pay a premium for your products. That is why it is so important to build and nurture your business brand.

What does the SpySee Brand Builder Package entail?

The SpySee Brand Builder Package provides valuable feedback on how your business is tracking with regard to the key elements that go to building a strong brand.
We use a combination of surveys, focus groups and mystery shopping to examine the following:

Consistency

Consistency is a key component to successful branding.

1. Do you have a logo?
2. Is the logo consistent on all marketing collateral e.g. brochures, email signatures, website, stationery etc.?
3. Do you use your logo at every contact point with your customer e.g. website, email, packaging etc.?
4. Do you have standardised colours that you use on all promotional pieces?
5. Is your font or typeface consistent?

Communication

It is important to reinforce your brand values at every opportunity and therefore we look at:

1. Do you use publicity to help build your brand?
2. Do you use advertising to help maintain your brand?
3. Do you strive to own a word in your customer's mind e.g. Volvo owns "safety"?
4. Do you consistently put forward your credentials on all marketing collateral e.g. the leading supplier of ......?
5. Do you have a website?
6. Do you use your website to get a better understanding of your customer?
7. Do you answer the phone the same way every time?
8. Do you have an elevator pitch?

Focus groups

We use focus groups to provide you with insights about your brand and the brand category it exists in. For example, we ask questions such as:

Brand recall
1. Please name all the brands in the (example: children's clothing) category.
2. Please name all the brands in the (example: children's clothing) category that you would purchase from.

Brand recognition
1. Here are a list of brands in the (example: children's clothing) category. Have you seen any of these brands recently?

Brand image
1. What does (client) brand bring to mind? What do you think of when you see (client) brand?
2. Who do you think would buy the (client) brand?
3. If (client) was a person, what would they be like?

How do we do it?

SpySee mystery shoppers come from all walks of life. Our extensive database covers the requirements of our customers whether they would like feedback from a shopper who represents their current customer or one who represents a target market they would like to move into. Shoppers can be educated in the background of the project or they can be given minimal instructions as required. We use questionnaires, focus groups and mystery shops depending on the project goal.

When should you do it?

Your brand is an asset and should be assessed periodically to keep you informed about any changes in perception amongst your target market. SpySee recommends an annual brand audit for best results.

What if you're an online business?

Just think "Google" and how that brand name has become synonymous with searching. It is just as important for online businesses as well as offline businesses to build their brand.

How much does it cost?

SpySee packages are tailored to meet the needs of our clients. We take into account your budget and the sections of this package that will provide you with the information you need. We then tailor a package specifically to suit your business. Our programs are used by both large businesses and start-up companies, so why not contact SpySee for an obligation free quote.