Here at Brilliant Metrics, we define “brand” as the perception of your organization by individuals outside of it, allowing those individuals to make associations between their needs, beliefs and values and your identity (logo and name), as well as vice-versa.
WHAT IS A BRAND VECTOR?
As an organization, you position yourself somewhere on each of these and a million more spectrums. When your position is perceived by the consumer, there is an opportunity for the consumer to make an association in their brain between your position and their need, belief or value.
Brand vectors are a tool to graphically map the perceptions of your organization on these spectrums, both from within the organization as well as external to it.
Take the following brand vector for example:
SELECTING YOUR VECTORS
- The left and right extremes are both positions a brand would reasonably take in the marketplace.
- The position your organization takes on the vector is central to the shared identity of the organization or it is key to the success of your product or service.
- A clear understanding of your position on the vector will either help a consumer make a buying decision or will determine if they have an affinity for your brand.