Identify your brand maturity stage

Business benefits

Create a more effective brand strategy by mapping your brand to one of the stages of brand maturity.

Measure your brand awareness, brand sentiment, and brand affinity.

Unbranded Reference Personality Icon
Brand awareness Low Medium High High
Brand sentiment Low Low Medium High
Brand affinity Low Low Medium High

Ask, Is the brand new to the market?

Brands that are new in the market are typically in the unbranded stage.

Ask, Does the brand drive choice?

Brands in the unbranded stage aren’t yet driving consumer buying choices.

Investigate how well your product meets utilitarian needs by comparing it to competing mature products or validating it with product-market fit research.

If your product provides a clear advantage over others, it might have moved beyond the unbranded phase and into the reference phase of brand maturity.

Research whether customers can differentiate your brand on basic factors and by identifying your intangible uniqueness.

If your customers can easily differentiate your brand from others based on basic factors, yet have trouble identifying your intangible uniqueness, you are in the reference stage of maturity. Define both tangible and intangible differentiators to keep moving forward in your brand maturity.

Audit your brand personality and narrative. Check that they are clear and easy to understand, and aligned with your audience’s core values.

Brands with a clear, well-aligned personality are more likely to be in the personality or icon maturity stages.

Purpose-driven brands, such as Tom’s, do this well and enjoy greater customer affinity.

Assess your brand’s societal impact by asking, Does our audience believe society is different because of our brand or product?

If your core audience believes that society is different because of your brand or product, you have reached the icon stage of brand maturity.

Last edited by @hesh_fekry 2023-11-14T10:13:45Z