The Zaki Multi-Level Analysis: A Compass Toward Broader Horizons

Tackling a rebranding without being overwhelmed

Let’s be honest: for any organization, embarking on a rebranding journey is like diving into a wave in a stormy sea—one that stirs up and reshapes every aspect of communication. Every element of the communication system, both visual and verbal, can come out transformed. Even core corporate building blocks such as mission, vision, and values don’t escape the whirlpool of change. To come through it quickly and successfully, you need insights that help set the course and bring you safely into harbor.

Mastering the waters of branding

In the vast sea of branding, we need to be able to cross oceans of competition and information, avoiding the shallows of sameness and bravely facing the depths of innovation. There’s no way around it: to navigate successfully, you need a reliable compass that points to the right route. At Zaki, the compass we use is a well-established multi-level analysis process that allows us to define all the strategic, stylistic, and content parameters to follow for each brand design project. It’s a process that combines and alternates research, audits, and checkpoints, structured across five levels.

Understanding the competitive landscape is essential to shaping a brand identity that stands out and is ready to communicate effectively with its audiences. An analysis of the strategic, economic, and social environment reveals the key competitive dynamics and emerging trends, making it possible to identify not only the space for a sound strategic positioning versus competitors, but also creative inputs and stylistic references to consider when designing the brand’s visual and verbal identity. At this stage, the main industry content parameters are also analyzed and defined, with particular attention to keywords and trending topics.

Corporate audiences are the ultimate destination of every communication project we deliver for our clients. Understanding who they are, what they’re looking for, how they search for it, which channels they use, and what their needs and concerns are, is a core part of our job—one we carry out with a dedicated, tailored approach. Analysing audiences and their expectations is also crucial to defining buyer personas. In our model, personas don’t stem only from fictional profiles built around demographic, psychographic, social and behavioural traits, but also from targeted analyses based on data and real social media profiles that can be genuinely representative. This process helps us identify which actions, triggers, content and messages can reach audiences most effectively, creating a direct and meaningful connection between the brand and its key publics.

Many market sectors are continuously monitored by institutes that publish up-to-date market research. Interpreting these sources is one of the tasks we carry out during the analysis phase, so we can support our clients’ decisions and choices with a truly data-driven approach. By querying different platforms and digital analytics tools, we also build a solid base of data and insights that are valuable not only from a marketing perspective, but also for the project itself. This approach naturally underpins all subsequent digital marketing activities as well. By measuring performance, we can assess whether results are in line with expectations and business goals and, if needed, make adjustments with greater confidence.