Kaleidoscope Marketing & Communications Incorporated

Measuring your brand, or share of market is not a short term initiative. It takes years to build a strong brand and a long, concentrated effort to measure it. Ideally, you should develop a baseline by defining the four critical success factors of:

Differentiation – How does your brand differ from the competition in your service or value proposition

Awareness – Defined as the number of consumers aware of your brand – whether they purchase or not

Relevance – How consumers, suppliers, employees, and investors relate personally to your product or service. This can often be measured by tracking market share

Sustainability – The staying power of your brand that will allow it to continue to grow as a viable brand

Kaleidoscope can develop a brand that incorporates these factors or test your existing brand to determine its strengths and weaknesses. A strong brand addresses all 4 focuses – differentiation, sustainability, relevance and awareness to all stakeholders as indicated below:


	Constant attention must be given to brand building if it is to continue to grow. The value of a brand will depreciate over time if there is no continual benefit to the stakeholders. Once in a leadership position, brands are vulnerable. Maintaining the leadership position requires a growth strategy that continues to bring value to the market. The ideal position to be in is to have a high level of differentiation combined with high awareness:





	Kaleidoscope will work with you to assess your brand positioning and to develop a plan to strengthen its position in the market place.