Brand InsightsTM: Connect with Your Ideal Customers

The Brand InsightsTM takes an in-depth qualitative and quantitative analysis of your brand from both your team members’ and customers’ perspectives. It uncovers data around your company’s S.W.O.T., goals, internal/external perspectives, differentiators, expectations, customer buyer’s journey, and perceived value and benefits.

With this data, marketing recommendations are tailored and created for your unique business. Letting your brand go without periodic brand audits can often lead to missed messages and opportunities when it comes to reaching and engaging your ideal customers.

What information does Brand InsightsTM offer?

SWOT Analysis: A SWOT (Strengths, Weakness, Opportunities, Threats) analysis is a tool used to help obtain a better understanding of the overall internal and external existence of your organization. Understanding the strengths and opportunities from both your team members and customers will help form targeted marketing and messaging strategies while uncovering weaknesses and threats that challenge your business to necessary change for growth.

Internal Perception Summary: Each team member has a personal perception of your company brand and deliverables and articulates this information uniquely. The Brand InsightsTM will uncover relevant trends associated with the team members’ perceptions while adding value to the overall messaging strategy.

External Perception Summary: The customer interviews and surveys shed light on perceptions of your brand and deliverables from many different viewpoints. To avoid homogenous answers, interview a diverse customer base in the qualitative research and follow with quantitative research to uncover true statistical trends.

Internal and External Perception Gaps: Qualitative and quantitative data uncovers the perception gaps that exist between your company and your customers. These gaps often cause missed expectations, confuse your audience, and hinder sales.

Company Goals: It is important that your whole team understands where the company is headed and what they are all working towards. This report will uncover if the team is aligned or not with the growth direction of the company.

Setting the Customer’s Expectations: Most businesses have about 25 seconds to either hit or miss when it comes to connecting with a new customer. The Brand InsightsTM will aid in setting clear and honest expectations and will uncover messaging and visuals strategies that will resonate with your leads and customers quickly.

Ideal Customer: Uncovering who your ideal customer is and developing a customer persona is a great way to develop marketing and messaging campaigns for the diverse consumer base your company is trying to reach. Through qualitative and quantitative research, the Brand InsightsTM process is able to identify what your ideal customers are looking for and how they articulate their pains/needs and to develop strategy directions to better connect with them as they go through their buyer’s journey.

Marketing recommendations and opportunities

To better engage with your ideal customers, here are some practical ways to apply the Brand InsightsTM to some areas of your business.

Integrated Marketing Communications: The Brand InsightsTM will help uncover what integrated tools, platforms and advertising outlets will work best to reach your intended audience. The goal is to have your marketing streamlined and targeted to make the most impact.

Ongoing Marketing Messages: The saying, “content is king,” in marketing couldn’t be more true. Through this process your team and customer feedback is analyzed to help develop your brand story with the right message, terms, and position, resulting in relevant engagement with your audience.

Website: The Brand InsightsTM is the best first step in gathering the right data to develop a meaningful and targeted website. It will provide real team and customer feedback on what is most important, to aid in site navigation strategy, content development, imagery selection, correct calls-to-action, and appropriate resources that will reach and engage viewers, moving them from a lead to a loyal customer. Your website should be built for your customers, so be sure your customers are contributing to your website strategy.

Branding Strategy Campaigns: Most small- to mid-sized companies only focus on advertising their products or services, while overlooking the importance of marketing their brand. Building a brand goes far beyond just selling products and services. It is building a relationship and loyalty and sometimes a lifestyle with your customers and community. The Brand InsightsTM will uncover your full story, enabling the ability to develop marketing campaigns for your whole company’s products, services, brand, etc.

To learn more about Brand InsightsTM, visit

To inquire about Element212’s marketing services, visit

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.