Semiotic analysis from Brand Valley has helped us decide on the right position in several ways. The insight Brand Valley provided gave us confidence and courage to make large changes, it gave us direction, and not least empowered us when facing decision makers.
— Ina Christin Halseth Ravnanger, Category Manager Brandy, Arcus

Understanding what is important to the customer, why they are buying the product and in what way the product is part of their life is essential before you start developing a new product, or service.

For a strong brand to continue to grow in line with the brand strategy, a design process should start with a proper analysis of current products and services. To guide companies in this work, Brand Valley has developed a service participatory semiotic analysis.

Semiotic analysis is a study of ‘signs’. A sign consists of three elements; the intended message, the manifestation (for example colours, shape etc.), and the interpretation of these elements. A branded product consists of multiple signs and these needs to be understood in the context of the market, the heritage, the use and society.

When doing an analysis of a specific product we interview current customers and ‘expert users’. Through this we uncover what the product means to the customer, and which elements/features are important to maintain. Based on this information we establish a set of ‘rules’ to build upon when the new design project commence.

We deliver: participatory semiotic analysis, guidelines, new design

Questions we may ask in the process

  • What are your current products and services?
  • What are your aims?
  • Why would you like to change? 
  • What are your previous products and services? 
  • How has the product developed?
  • Who are the stakeholders? 
  • Who is your customer?
  • Who are your competitors?
  • What is the dynamic in the market? 
  • What is the product life cycle? 
  • What resources do you have? 
  • What are the current structure that influence your products or services? 
  • Which trends and major drivers of change influence your product development process?