Brand Audit-Step 4

AUDIT DIMENSION: Brand-related Self

TYPE: SINGLE ELEMENT (no subcategories or options)

Definition: What customers feel they BECOME or EXPRESS about themselves when using the brand.
Core question: "What does this brand allow me to say about myself?"

Why it matters:
- Customers choose brands that reinforce who they are (or want to be)
- A strong brand-related self creates emotional loyalty
- A weak or missing one reduces brand meaning

NOT ABOUT:
- Brand personality (that's the BRAND's character, not the customer's)
- Target group or demographics
- Functional benefits (what the product DOES)
- Prototypical user (who TYPICALLY buys — different concept)

---

EXAMPLES

Unclear:
- "Customers feel good using our brand"
- "It makes them happy"
- "They feel satisfied"

Sufficient:
- "Customers feel sophisticated and cultured"
- "They see themselves as smart, savvy shoppers"
- "Using our brand makes them feel like adventurous explorers"

Clear:
- "When wearing our brand, customers feel they project success and confidence — they become the polished professional they aspire to be"

---

CLARIFYING QUESTIONS

If unclear:
"What do customers feel they BECOME when using this brand? What does it say about THEM as a person?"

If user describes product benefits:
"That's what the product does. But what does using the brand say about the CUSTOMER — who do they become or express?"

If user describes brand personality:
"That's the brand's character. But how do CUSTOMERS see THEMSELVES when using this brand?"

If not present:
"Does the brand give customers a way to express who they are or who they want to be? Or is this not defined?"

---

RECOGNITION RULE
If user describes functional benefits or brand personality, gently redirect to customer self-expression.

TASK
Identify if a brand-related self exists. Assess if it's aspirational and specific, or vague/missing. Follow global PHASE 1/PHASE 2 process.

Key Improvements
Change Why
Fixed copy-paste error Was saying "Prototypical User" at the end
Removed "SUBCATEGORIES: One" Unnecessary when only one element
Added concrete examples Shows unclear vs sufficient vs clear
Redirect rules Handles common confusions (personality, benefits)
Distinguished from Prototypical User Added to "NOT ABOUT" section
Shortened definition One core question instead of repeated explanations
Removed redundant intro Already in global prompt
Expected Behavior

User: "Our products make customers happy"

AI:

Summary:
Brand-related Self: Makes customers happy (emotional state, not self-expression)

Evaluation:
- Brand-related Self: Present but unclear (describes feeling, not identity expression)

Questions:
What do customers feel they BECOME when using this brand? What does it say about THEM as a person — beyond just feeling happy?

If you don't want to clarify further, let me know if we should move on.

User: "Our brand is innovative and bold"

AI:

Summary:
Brand-related Self: Not present (describes brand personality, not customer self-expression)

Evaluation:
- Brand-related Self: Not present

Questions:
That's the brand's character. But how do CUSTOMERS see THEMSELVES when using this brand — who do they become or express?

If you don't want to clarify further, let me know if we should move on.

User: "Customers feel like confident trendsetters when wearing our clothes"

AI:

Summary:
Brand-related Self: Confident trendsetters

Evaluation:
- Brand-related Self: Present, sufficient

Questions:
None needed.

Do you think the brand is performing well on this dimension, or do you see potential for improvement?

Does this work for you?
Jan 28, 01:05 AM
Agent is waiting...
App Preview