Creating ABI Projects

Overview

Creating a project with Brandergate's ABI platform is a simple and straightforward process. The platform offers a step-by-step wizard that guides users through seven steps to help them define and develop their Brand Analytics or entire Brand Platform.

Industry

At this first stage, you choose and define your industry and can choose a secondary NAICS code optionally. The system decides and illustrates the primary NAICS code when you select the industry from the first drop-down.

Competitor

At this stage, you choose your primary, secondary, and tertiary competitors based on the industry defined by the system. You can also select the secondary NAICS code, country (currently only serving the US, with Canada coming soon), and states (now, only general data is available, so the consumer must choose all states). Additionally, you must select a sales range and the number of consumers.

Consumer

At this stage, you select and define your consumer groups: private consumers (B2C) or business consumers (B2B). If B2C is selected, you can determine age, sex, education, marital status, personal and household income, and geography (either all over the US or by a particular State).

At this stage, If you are creating ABI Analyst Project, click Finish, and you'll be redirected to the Project Dashboard. If you are creating ABI Brander Project, click next, and you'll be redirected to the next stage.

Brand Type

At this stage, you choose your brand type.

Brand Values

Based on the 3D Brand Values Framework, you score your value elements (3 dimensions, six value elements in each) in this stage. You have a maximum total score of 800 and a maximum score for each value element of 100, so you must carefully consider how to rate each value element.

Brand Personality

At this stage, based on the 4D Brand Personality framework, you score your personality traits (4 dimensions, eight personality traits in each). You have a maximum total score of 1500 and a maximum score for each Personality Trait of 100, so you must carefully consider how to rate each.

Brand Identity

At this stage, you already work with the AI modules. Firstly, you define your brand name (an AI Brand Name generator is coming soon). Then, the system generates primary and secondary color selections and color palettes for you based on the above-mentioned primary and secondary colors. The system generates colors based on the user's prior inputs (about the Industry, Brand type, values, etc.) and based on the analysis and studies of thousands of brands in the user's industry. The user must choose one color palette. 

The system then proposes typography, mainly selected fonts (categorized by their type and style). The AI model works in the same way as it does with colors. The system then proposes a logomark and logo (a combination of the logomark and wordmark). The selection of logomarks and wordmarks is also based on a similar AI model as with colors and typography.

Based on the project type you create (ABI Analyst or ABI Brander) you will finish it after the "Consumer" step (if you are creating ABI Analyst Project) or go through all the steps (in ABI Brander Project).

Once you finish the project, you are redirected to the Project Dashboard.

Industry

Defining your brand industry is critical in creating a successful brand platform. It refers to the classification of your brand based on the products or services it offers and the market it operates in. A clear understanding of your brand industry helps identify your target audience, competitors, and industry trends. This information is crucial in developing an effective brand strategy, determining your unique selling proposition, and creating a brand image that resonates with your target audience.

Why is defining your brand industry important? First, it helps to create a clear and concise understanding of your brand and its place in the market. It lets you identify your target audience and what they seek in a brand like yours. This information can create a brand message that resonates with your consumers and sets you apart from your competitors. Additionally, knowing your brand industry lets you stay up-to-date with the latest industry trends and changes and adapt your brand strategy accordingly. It helps you remain relevant and competitive in the market.

The process of defining your brand industry involves researching your market, competitors, and target audience. This research should include an analysis of industry statistics and trends, as well as a review of your competitors' branding strategies and positioning. It would help if you also considered factors such as product offerings, target audience demographics, and brand personality when defining your brand industry.

In conclusion, defining your brand industry is essential in creating a successful brand platform. It helps to establish a clear understanding of your brand, its place in the market, and the target audience you are trying to reach. This information is crucial in developing an effective brand strategy, determining your unique selling proposition, and creating a brand image that resonates with your target audience. So, take the time to research and define your brand industry, and you will be well on your way to creating a successful brand.

We are continuously updating the list of industries we analyze. Below is the list of industries we serve (as of March 2023):

- Augmented Reality

- Beauty

- Child Care

- Cloud Infrastructure

- Delivery Service

- Digital Marketing

- EdTech

- Family

- FinTech 

- Fitness

- Travel 

- Venture Capital 

- UX/UI Design 

about NAICS

The North American Industry Classification System (NAICS) is a standardized system for categorizing businesses in the United States, Canada, and Mexico. It is used by government agencies, businesses, and other organizations to classify and collect data on the economic activity of companies.

Every business is assigned a primary NAICS code based on its main product or service, while secondary NAICS codes can be used to describe additional products or services offered. For example, a company that primarily sells clothing but also offers accessories would be assigned a primary NAICS code for clothing retail, with a secondary NAICS code for accessory retail.

Knowing your NAICS codes is important for brand platform and strategy development because it can help you understand your place in the market and the competitive landscape. For example, it can help you identify your target audience, analyze market trends, and determine the best channels to reach potential customers. Additionally, understanding your NAICS codes can also help you determine which government regulations and industry standards apply to your business, allowing you to make informed decisions about your business operations.

Competitor

Defining and understanding competitors is crucial for the success and growth of any brand. Competitors are other companies or brands that offer similar products or services to the same target audience. By analyzing competitors, a brand can gain a deeper understanding of the market, the competition, and its own strengths and weaknesses.

Competitor analysis helps a brand determine its unique value proposition, differentiate itself from competitors, and develop a competitive positioning strategy. It can also help a brand identify areas for improvement and growth, such as increasing its online presence or improving its distribution network. This analysis is critical for shaping the brand's marketing, advertising, and sales strategies and making informed decisions about product development and pricing.

Competitor analysis can also help a brand stay ahead of the competition and stay competitive in the market. By keeping track of competitor strategies, product offerings, and market trends, a brand can quickly respond to changes in the market and adjust its own strategies as needed.

Overall, defining and analyzing competitors is an essential part of brand development and growth. It helps brands understand the market, the competition, and their strengths and weaknesses and allows them to develop effective strategies for growth and success in the market.

Primary, Secondary, and Tertiary Competitor groups are a way of categorizing a brand's competition in the market. Primary competitors are direct competitors that offer similar products or services to the same target audience. Secondary competitors offer similar products or services but to a different target audience. Finally, tertiary competitors offer different products or services that may appeal to the same target audience. It is essential in branding to define these competitor groups to gain a better understanding of the market and the competition. By doing so, brands can identify their strengths and weaknesses and opportunities for growth and improvement. Additionally, this information can be used to develop a competitive positioning strategy, create a unique value proposition, and differentiate the brand from its competitors. Understanding the competitive landscape is critical for businesses looking to succeed in the market and build a strong brand.

Primary Competitor

Primary Competitor groups are a Brand's direct competitors. These brands offer similar products or services to the same target audience and, thus, directly compete with each other for market share and consumer attention. Defining primary competitors is crucial for brand development because it allows a company to understand better the market, the competition, and its strengths and weaknesses. By analyzing Primary Competitors, a brand can determine its unique value proposition, differentiate itself from competitors, and develop a competitive positioning strategy. This information is critical for shaping the brand's marketing, advertising, and sales strategies and making informed product development and pricing decisions.

Finally, primary competitor analysis can help a brand identify areas for improvement and growth. For example, suppose a primary competitor has a more substantial online presence or a more efficient distribution network. In that case, a brand can improve its online presence or distribution network to better compete in the market. This kind of analysis also helps brands keep up with market trends and customer demands and stay ahead of the competition.

Secondary Competitor

Secondary Competitor groups are brands offering similar products or services to a different target audience. These competitors are not as directly comparable to a brand as primary competitors, but they still threaten the brand's market share and customer base. Defining secondary competitors is important for brand development because it provides a comprehensive view of the market and the competition. A brand can gain insights into new target audiences, alternative market segments, and untapped growth opportunities by analyzing secondary competitors.

For example, if a brand primarily sells products to younger consumers, its secondary competitors may sell similar products to an older demographic. By understanding the needs and preferences of this different target audience, a brand can expand its reach and potentially expand its customer base. Secondary competitor analysis can also help a brand identify potential market gaps or unmet needs and develop new products or services to fill those gaps.

Additionally, secondary competitors can serve as a source of inspiration for brand development and improvement. For example, suppose a secondary competitor has a strong online presence or a successful loyalty program. In that case, a brand can analyze these strategies and consider incorporating them into its own business model.

Tertiary Competitor

Tertiary Competitor groups are brands that offer different products or services but still appeal to the same target audience. These competitors do not directly compete with a brand but still threaten its market share and customer base. Defining tertiary competitors is important for brand development because it provides a comprehensive view of the market and the competition and helps a brand understand the needs and preferences of its target audience.

For example, if a brand sells athletic footwear, its tertiary competitors may sell athletic apparel or sporting equipment. By understanding what these competitors offer and why their products appeal to the same target audience, a brand can expand its product offerings and increase its market share. Tertiary competitor analysis can also help a brand identify any potential market gaps or unmet needs and develop new products or services to fill those gaps.

Additionally, tertiary competitors can serve as a source of inspiration for brand development and improvement. For example, suppose a tertiary competitor has a strong sustainability program or a successful social media presence. In that case, a brand can analyze these strategies and consider incorporating them into its own business model.

Consumer

Consumers are individuals or businesses who purchase goods and services for personal or commercial use. Understanding who consumers are, what they need and want, and how they make buying decisions is critical for the success of any brand. Brands that are able to effectively target and engage with their target audience are more likely to see growth and success in the market.

Consumers can be divided into two main categories: private (B2C) and business (B2B). Private consumers, also known as B2C consumers, are individuals or households who purchase goods and services for personal use. Business or B2B consumers are businesses or organizations that purchase goods and services for commercial use.

Defining both private and business consumers is important for brand development and success. By understanding the needs and preferences of private consumers, a brand can develop marketing and sales strategies that resonate with them and increase consumer engagement and loyalty. Understanding business consumers' needs and purchasing habits can help a brand develop effective business-to-business marketing and sales strategies and increase sales to other organizations.

For example, a B2C consumer may be looking for a high-quality product at an affordable price. In contrast, a B2B consumer may be more concerned with cost-effectiveness and the ability to integrate the product into their existing processes. By understanding these differences, a brand can tailor its marketing and sales strategies to meet the specific needs of each type of consumer.

To conclude, defining private and/or business consumers is crucial for the success of any brand. It helps brands understand their target audience, develop effective marketing and sales strategies, and ultimately, increase sales and growth in the market.

At this stage, If you are creating ABI Analyst Project, click Finish, and you'll be redirected to the Project Dashboard. If you are creating ABI Brander Project, click next, and you'll be redirected to the next stage.

Brand Type

If you are creating ABI Brander Project, the next step after defining your Industry, Competitors, and Consumers is to select your Brand Type.

Brand Types are a crucial aspect of branding and brand development. Defining the type of brand a company or organization wishes to create is an important step in creating a successful and effective brand platform. There are several different types of brands, each with its own unique characteristics and best practices.

Product Brand

One type of brand is the Product Brand. Product brands are focused on selling physical goods and products. These brands are often consumer-facing and rely on strong marketing and branding strategies to build awareness, interest, and loyalty with their target audience. Product brands may sell a wide variety of goods, from consumer packaged goods to high-end luxury products. Companies like Procter & Gamble and Apple are examples of successful product brands.

Professional Service Brands

Professional Service Brands are another type of brand. These brands focus on offering their clients professional services, such as consulting, financial, or legal services. Professional service brands often target business-to-business (B2B) customers and rely on building a reputation for expertise, reliability, and professionalism. Brands like McKinsey & Company and KPMG are examples of successful professional service brands. 

Classic Service Brands

A classic service brand is a type of brand that is associated with a business that provides traditional services, such as hotels, restaurants, and retail stores. The classic service brand represents the identity and reputation of the business and creates an impression of quality, reliability, and customer service in the minds of consumers. The classic service brand is critical for building customer loyalty, as customers are more likely to return to businesses that they trust and have had positive experiences with. Examples of classic service brands include Hilton, Starbucks, and Nordstrom, which use their brands to create a consistent and high-quality customer experience and to differentiate themselves from their competitors. The classic service brand often includes elements such as friendly and knowledgeable staff, personalized service, and attention to detail, which are essential for creating a positive customer experience.

E-Brands

E-Brands are a brand focused on building an online presence and selling goods and services through e-commerce platforms. E-Brands often have a direct-to-consumer (DTC) focus and may sell a wide range of products, from fashion and beauty products to home goods and electronics. Brands like Warby Parker and Glossier are examples of successful e-brands.

Media Brands

Media Brands focus on creating and distributing content, such as news, entertainment, or information. These brands may operate in various media, including print, television, or online. In addition, media brands often strongly focus on audience engagement and building a loyal following. Brands like CNN and The New York Times are examples of successful media brands.

Event Brands

Event Brands focus on creating and organizing events, such as concerts, festivals, or trade shows. In addition, event brands often strongly focus on creating memorable experiences and building brand awareness through events. Brands like Coachella and CES are examples of successful event brands.

Tech Brands

Tech Brands are focused on creating and delivering technology products and services. Tech brands often have a strong focus on innovation and may operate in a variety of technology-related industries, such as software, hardware, or telecommunications. Brands like Google and Microsoft are examples of successful tech brands.

Investor Brands

Investor Brands are focused on attracting and managing investment capital. Investor brands often have a focus on building a reputation for expertise, reliability, and professionalism in the financial services industry. Brands like BlackRock and Goldman Sachs are examples of successful investor brands.

If you can not find your brand type, choose "Other." We are constantly adding new brand types, so once we have yours, we will inform you, so you can define it and rethink your Brand Platform.

Defining the type of brand a company or organization wishes to create is an important step in creating a successful brand platform. Each type of brand has its own unique characteristics and best practices, and choosing the right type of brand is an important consideration in the brand development process. Whether a company is focused on selling physical goods, offering professional services, creating and distributing content, or attracting investment capital, understanding the type of brand they wish to create is a crucial step in building a successful and effective brand platform.

Brand Values

In the Brand Values stage of creating a project with the ABI Brander, you will score and define your brand's values using the 3DBV framework. This framework consists of three dimensions, each containing six value elements.

To score your brand's values, you must think about how your brand approaches each of the six value elements within each dimension. You will have a total score of 800, with a maximum score of 100 for each value element. It is essential to remember that each value element contributes to a brand's overall approach.

By scoring each value element within each dimension, you will understand your brand's approach to innovation and productivity, affordability and convenience, and service and trust. This information will help you make informed decisions about your brand's values and how you communicate these values to your customers. It will also help ABI understand your values better and propose and predict exact and unique matching with your Brand identity.

Please click here to learn more about Brand Value dimensions and Elements.

Brand Personality

At the next stage of developing your brand platform, you will score and define your Brand Personality based on the 4D Brand Personality Framework. This framework consists of four dimensions and eight Personality Traits that together make up your brand's unique Personality.

To begin, you will be given a maximum total score of 1500 and a maximum score for each Personality Trait 100. As you consider each Trait, you will rate them based on how accurately they reflect your brand's Personality.

As you rate each Personality Trait, consider how they align with your brand's values and how your target audience will perceive them. Remembering that a brand's Personality should be consistent and clearly communicated across all touchpoints is important.

Finally, defining your Brand Personality is crucial in developing your brand platform. By scoring and defining your Personality Traits based on the 4D Brand Personality Framework, you will be able to communicate your brand's unique Personality to your target audience and establish a consistent and memorable brand identity.

Please click here to learn more about Brand Personality Dimensions and Traits.

Brand Identity

Creating a strong and recognizable brand identity is crucial in developing a successful brand. The Brand Identity stage of the ABI Brander project is where you will bring together all the elements of your brand, including your values, Personality, and visual elements, to create a cohesive and memorable image for your brand.

Brand Name

The first step in defining your brand identity is to choose your brand name. While the ABI does not currently include an AI brand name generator (coming soon), you must choose a name that accurately reflects your brand values, Personality, and target audience.

A brand name is a word or phrase that identifies and distinguishes a company, product, or service from its competitors. A well-crafted brand name can create a strong brand image, evoke positive emotional associations, and establish customer loyalty.

Defining a brand name in the right way is crucial for businesses because it can affect the success or failure of their products or services. A poorly chosen brand name can confuse or deter potential customers, fail to differentiate the brand from competitors, or even harm the brand's reputation. In contrast, a well-crafted brand name can enhance brand recognition, create a lasting impression on customers, and support brand expansion into new markets and product lines.

Furthermore, a well-defined brand name can also have legal implications. The trademarking of a brand name can protect the brand's unique identity and prevent competitors from using similar names or causing brand confusion. A strong brand name can also increase the overall value of a company and its products, making it more attractive to investors, partners, and customers.

Below is a comprehensive list of Brand Name Types with examples:

Generic

These names directly describe the product or service being offered, like Toothpaste (for a toothpaste brand), Biscuits (for a biscuit brand), or Bottled Water (for a bottled water brand).

Descriptive

These names provide some information about the product or service but are more creative than generic names (e.g., "Booking.com" for an online booking platform, "General Motors," automotive manufacturer or Toys "R" Us, toy retailer)

Suggestive

These names hint at the product or service's attributes or benefits without directly describing them (e.g., "Netflix" for an internet streaming service, "Microsoft," a technology company, or "TripAdvisor," a travel website).

Arbitrary

These names are existing words that have no direct connection to the product or service (e.g., "Pinguin" for a publishing company, "Camel," a cigarette brand, or "Shell," an oil and gas company)

Invented

These names are made-up words or phrases created specifically for the brand (e.g., "Kodak," camera company, "Spotify," music streaming service, or "Xerox," document technology company)

Acronyms

These names consist of the initial letters of a longer name or phrase (e.g., "IBM," International Business Machines, a technology company, "GE," General Electric, a multinational conglomerate, or "UPS," United Parcel Service, a package delivery company)

Compound names

These names combine two or more existing words to create a new, meaningful word (e.g., "Facebook," social media platform, "Snapchat," social media platform or "YouTube," video-sharing platform)

Geographical names

These names include a reference to a specific location or region (e.g., "New York Life," insurance company, "Philadelphia Cream Cheese," food brand, "Bank of America," banking and financial services)

Founder names

These names are based on the name of the founder or a key person associated with the brand (e.g., "Ford" for an automobile company named after Henry Ford, "McDonald's," a fast-food restaurant chain named after the McDonald brothers, or "Hewlett-Packard," technology company, named after its founders Bill Hewlett and Dave Packard).

Foreign words

These names use words from other languages to convey a specific image, feeling, or association (e.g., "Volvo," which means "I roll" in Latin, "Häagen-Dazs," ice cream brand, a made-up name that sounds Scandinavian, or "Audi," automaker, derived from the Latin word "audire," meaning "to listen"; it is also a play on the founder's last name, August Horch, which means "listen" in German).

Neologisms

These names involve newly coined words or expressions, often created by altering existing words or combining word elements (e.g., "Wikipedia" derived from "wiki," a Hawaiian term for 'quick,' and the word "encyclopedia," "Skype," voice-over-IP and messaging platform, or "Google," search engine and technology company)

Portmanteau names (a sub-category of Neologisms)

These names blend parts of two or more words to create a new word that conveys the essence of the original words (e.g., "Groupon" derived from "group" and "coupon", "Instagram," photo-sharing platform, derived from "instant" and "telegram" or "Pinterest" for a social media platform, a blend of "pin," as in pinning images and "interest").

Misspelled words

These names intentionally use misspellings or creative variations of existing words (e.g., "Flickr" for a photo-sharing platform, "Tumblr," microblogging and social networking website, or "Lyft," a ride-hailing company).

Numeric or alphanumeric

These names incorporate numbers or a combination of letters and numbers (e.g., "7-Eleven" for a convenience store chain, "3M," a multinational conglomerate known for products like Post-it notes and Scotch tape, or "99designs," online graphic design platform)

Puns or wordplay

These names use humor, puns, or clever wordplay to create memorable brand names (e.g., "Pita Pit," pita sandwich restaurant, "Dunkin' Donuts," coffee and doughnut chain, a play on "dunking" doughnuts into coffee, or "The Container Store," retail chain specializing in storage and organization products).

Experiential

These names focus on the experience or feeling associated with using the product or service (e.g., "Airbnb" for a home-sharing platform, which combines "air" as an air mattress and "bnb" for bed and breakfast).

Emotional / Arbitrary

These names evoke an emotional response but have no direct connection to the product or service (e.g., "Amazon" for an online retailer, which suggests vastness and exploration, "Apple", for a technology company, which evokes emotional responses, such as simplicity, freshness, and innovation, or "Dove," personal care brand that evokes positive emotional associations such as purity, gentleness, and peace, aligning with the brand's mission to promote self-care and self-esteem).

Emotional / Suggestive

These names aim to evoke an emotional response while also hinting at the product or service's attributes or benefits. They create an indirect connection between the brand and the emotional impact it may have on customers (e.g., "Nike," athletic apparel and footwear company, is named after the Greek goddess of victory, which suggests triumph and achievement. The name evokes a sense of accomplishment and aspiration for athletes and fitness enthusiasts; "Visa" - The financial services brand name suggests worldwide accessibility, convenience, and acceptance. The word "visa" is commonly associated with travel documents that permit entry into foreign countries, and the brand name evokes a sense of global freedom and connectivity; "Energizer" - The battery manufacturer's name suggests long-lasting power and energy, which are essential attributes for batteries. The name evokes a sense of endurance, reliability, and strength.

Emotional / Expressive

These names focus on conveying a specific emotion, feeling, or attitude associated with the brand without directly describing the product or service. Instead, they aim to create an emotional connection with customers by tapping into their feelings or aspirations (e.g., "Serenity" for a spa or wellness center, evoking a sense of peace and relaxation, "Harmony," musical instrument brand, evoking a sense of balance and pleasing combination of sounds, or "Tranquility," a brand for relaxation products or services, suggesting a sense of peace and calmness).

Brand Color

Brand color refers to the specific hue, shade, or tint of a particular color that is chosen to represent a brand. This color is usually a part of the brand's visual identity, which is the way a brand presents itself visually to the world. The choice of brand color is important because it helps to differentiate the brand from others, create an emotional connection with its audience, and evoke certain feelings and associations. The use of brand color can be seen in logos, packaging, websites, advertising, and other brand materials.

Once you have chosen your brand name, the ABI Brander will generate primary and secondary color selections and color palettes based on your previous inputs, including your brand type, values, and Personality, as well as the analysis of thousands of brands in your industry. You will then select the color palette that best represents your brand.

Brand Typography

The next step in defining your brand identity is to choose your typography. Brand typography refers to the design and use of typefaces, font styles, and font sizes within a brand's visual identity. It is an important aspect of branding as it helps to convey the brand's tone of voice, personality, and overall aesthetic.

The choice of typography can greatly impact the perceived quality and credibility of a brand, and therefore, should be carefully considered and consistently used across all of a brand's materials.

The ABI will generate font suggestions based on your previous inputs and the analysis of brands in your industry. These fonts will be categorized by type and style, making it easy to select the font that best represents your brand.

Brand Mark

On this stage, ABI will generate Brand Mark suggestions based on your previous inputs and the analysis of brands in your industry.

A brand mark is a graphical representation of a brand that is used to identify and differentiate the brand from others. It is typically a symbol, icon, or emblem that represents a company or its products and services. A brand mark is often used in combination with other elements, such as typography and color, to create a complete brand identity. Unlike a brand logo, which is a more comprehensive representation of a brand, a brand mark is a simpler and more abstract visual representation that is used to quickly and easily communicate the brand to its target audience.

Brand Logo

A Brand Logo is a visual representation of a brand that usually combines a Brand Mark and Wordmark. A Brand Mark is a symbol or emblem that represents a brand while a Wordmark is a stylized text representation of a brand's name.

A Brand Logo is designed to be distinctive and memorable and is used to identify and distinguish a brand from other brands. It serves as the face of the brand and is used across various brand touchpoints such as websites, packaging, and advertising. The Brand Logo is an essential component of a brand's visual identity and should accurately reflect the brand's values, personality, and essence.

Finally, you will select your logo, consisting of a combination of your Brand mark and Wordmark. Once you have finished your project, you will be redirected to the Project Dashboard, where you will find all of the project components.