A brand diagnosis covers four areas: market and competitor scan, brand asset audit, customer perception research, and internal interviews. Each must produce a checkable deliverable, or the diagnosis becomes subjective opinion. The only real test is whether the conclusions point to specific actions. In Guangzhou, a full diagnosis typically takes 5-8 weeks and costs RMB 80,000-150,000 (approx. USD 11,000-21,000).
1. Market and competitor scan: a comparison table, not adjectives
This section answers where you stand on the shelf and in search results. Start by selecting 5-8 direct competitors and 2-3 cross-industry references, then compare them on fixed dimensions. Typical timeline is 2-3 weeks, cost RMB 30,000-60,000.
- Quantify every dimension: price band in RMB, SKU count, dominant color, headline word count, number of core selling points. Fill each cell with a number, not a description.
- Channel sampling: online, take the first two pages of e-commerce results and 90 days of Xiaohongshu posts; offline, photograph at least 10 images per store across 3 stores in core Guangzhou commercial areas.
- Pass/fail test: after the scan, if you cannot clearly state which price band is most crowded and which is unoccupied, the scan has failed.
- Deliverable: a one-page competitor comparison table plus a one-page conclusion on visual crowding, including specific white space opportunities.
2. Brand asset audit: a list marking what to keep and what to replace
The audit covers six asset types: logo, brand colors, typography, packaging layout, store identity, and communication guidelines. It is most valuable for high-frequency touchpoint industries like media and retail chains.
- Inventory count: number every asset in use. A regional company typically has 40-80 items. Tag each with usage frequency (high/medium/low).
- Tiered judgment: sort into three tiers: keep, refine, replace. High-recognition, high-frequency items should generally be kept to avoid losing existing brand awareness.
- Pass/fail test: no "pending" allowed outside the three tiers. If more than 10% of items are pending, the audit is incomplete.
- Deliverable: an asset list table plus a replacement roadmap (phase 1, 2, 3 with timelines).
For a practical example, see how Xigua Media's brand upgrade and visual identity redesign started with an audit of existing assets to decide which anchors to keep and which to rebuild, avoiding a complete teardown.
3. Customer perception research: conclusions that answer three questions
This research prioritizes actionable conclusions over sample size. The usual approach is 15-30 in-depth interviews or surveys with real customers, over 2 weeks, costing RMB 20,000-40,000.
- Ask three questions: What do we do that first comes to mind? What is the biggest difference between us and competitors? When would you not choose us?
- Sample structure: 60% current customers, 20% lost customers, 20% competitor customers. The latter two often provide the most useful gap information.
- Pass/fail test: if more than half of respondents cannot articulate a difference, your brand positioning is not established with customers. That should take priority over visual redesign.
- Deliverable: a perception conclusion page with three columns: current perception, desired perception, and source of gap.
4. Internal interviews: a consensus list to align before acting
Internal interviews cover four roles: decision-makers, sales, customer service, and frontline staff (store or service). Interview 2-4 people per role for 60-90 minutes each. It takes 1-2 weeks and is usually included in the fees for the first three sections.
- Three must-ask questions: What will make us money in three years? Is what we say externally consistent with what we say internally? What must never change?
- Pass/fail test: after interviews, you should be able to list 5-8 points of internal consensus and no more than 3 points of disagreement. Disagreements must be resolved by decision-makers on the spot.
- Deliverable: interview notes and a consensus list to serve as input for brand positioning and creative briefs.
Completing all four sections usually takes 5-8 weeks in Guangzhou, with a total cost of RMB 80,000-150,000. If you only do the competitor scan and asset audit, it can be compressed to 3 weeks. This work is part of the front-end of brand consulting; the diagnosis output directly determines whether you next focus on positioning, visual identity, or packaging.
Frequently asked questions
How many pages should a brand diagnosis report be?
Page count is not the measure; structure is. A usable diagnosis report typically includes four parts: competitor comparison table, asset list table, perception conclusion page, and internal consensus list, totaling 25-40 pages. Fewer than 20 pages usually means missing data; more than 60 often means piled-up materials without conclusions.
Can we do just the brand diagnosis without the upgrade?
Yes. The diagnosis deliverables are themselves an actionable checklist: which assets to keep, which to replace, and which customer perceptions to correct. You can implement the findings yourself or commission work in phases. In Guangzhou, a standalone diagnosis usually costs RMB 80,000-150,000.
What is the relationship between a brand diagnosis and a full brand project?
The diagnosis is the first phase of a full brand project. A full project includes diagnosis, positioning, visual identity, packaging, and application rollout. The diagnosis only answers: what is the current situation and where are the problems? When budget is limited, start with the diagnosis to avoid spending on visual design before the direction is set.
Can the diagnosis be compressed to two weeks?
Yes, but you must cut scope. Two weeks only allows for a competitor scan and internal interviews; customer perception research typically needs 10-14 days for sample collection and cleaning. Before compressing, decide which section to drop. Do not expect all four sections to shrink and still produce reliable conclusions.
To judge whether a brand diagnosis is worth the money, skip the page count. Check whether all four deliverables are present and whether each conclusion points to a specific action. If any section is missing, you will likely rework positioning and visual design later.
Xingkong Dahai's core team has 4A agency experience and over 15 years in the industry. Based in Guangzhou, we have served clients including Poly Developments, Midea Group, Yantang Dairy, Pien Tze Huang, and Guicha Group. We can take you from diagnosis to implementation under one standard.
To assess the scope and budget for your brand diagnosis, visit our brand consulting service page or call our project line at +86-400-6619-020.