How and Why You Should Conduct a Brand Audit
- Helps you to determine the positioning of your business and to plan corrective strategies.
- Empowers you to discover the strengths and weaknesses of your business.
- Guides you to align your offerings more accurately with the expectations of customers.
Why is it important to conduct a brand audit?
Brand audits help a business to recognize its strengths and weaknesses, create opportunities for improvement, and find new ways to help the business stay relevant and move forward. It also helps to determine how you can sharpen your image so that you stand out among your competitors.
How do you conduct a brand audit?
Follow these 10 steps for a successful brand audit.
- Know what you’re measuring.
- Assess your external marketing materials.
- Review your business website.
- Review your social media data.
- Survey your customers.
- Survey people in your target demographic who aren’t customers.
- Survey your employees.
How do you diagnose a brand?
Understand the current state of your brand and your business. Evaluate your existing products/services and those in your pipeline in terms of perceived value, differentiation, and long-term viability. Assess your current capabilities, assets, and resources (human, financial, etc.) and identify underleveraged ones.
What should you consider when auditing your current branding approach?
Ascertain the strengths, weaknesses, opportunities, and the strengths of the brand. Develop and align the business strategies more closely to match the expectations of the customers. Intrinsic Factors of the Brand:
- Tone of voice.
- Logo and mascot.
- Creative artworks.
What does a brand audit entail?
A brand audit is a thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of your brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments.
How often should you do a brand audit?
A brand audit will help you stay on brand and engaged with your audience. How often you should perform an audit will vary, but a good rule of thumb is at least once each year. In this article, I’ve given you a 9-step framework for conducting a brand audit.
How do you conduct a brand inventory?
How to Take a Brand Inventory
- STEP 1: List your target audience and goals. Your why should guide your brand.
- STEP 2: Start with your brand guideline.
- STEP 3: Assess your website.
- STEP 4: Find all your brand touch points.
- STEP 5: Make a to-edit list.
- STEP 6: Create a schedule.
What do brand analysts do?
A brand analyst performs market research for an organization to improve upon a brand’s existing sales strategies or to develop new strategies for a business.
What is brand audit PPT?
Failure to properly balance consistency and change with the brand 7. Failure to understand complexity of brand equity measurement and management 15.23.
What are the brand elements?
The 8 universal branding elements every brand needs —
- Logo. Every brand needs a logo.
- Color palette. Colors are another key ingredient in any brand identity.
- Shape. Shape is another part of an overall branding strategy.
- Tagline. “Eat fresh.”
- Tone of voice and vocabulary.
What is a diagnosis in marketing?
Modern Marketing Model Diagnostic is a forward-looking framework and assessment that helps you identify where you need to transform your marketing function to unlock growth. Marketing-led growth is critical in today’s hyper-competitive and changing consumer environment.
Why brand evaluation is performed?
Performing a brand evaluation provides an objective sense of your brand’s value and gives you a sense of what your brand is worth. It also can allow you to identify potential problems with your brand.
How to Conduct a Brand Audit?
Brand audits provide you with a wealth of information that can be used to design a more successful brand strategy for your organization. The following is the objective of a brand audit:
- Find out where you are in the market and what you can do to enhance your position
- Investigate the expectations of your consumers and tailor your product or service to meet those expectations
- Evaluate your social media presence and identify the most appropriate venues for your activities. Perform a health check on your company’s brand
- Carry out a SWOT analysis to determine the strengths and weaknesses of your company. Identify and analyze the feelings that your brand is evoking among its target buyers.
A brand audit may be carried out by an external firm, but if you choose to carry out the audit yourself, this article will give you with a full brand audit framework to follow.
- What is a brand audit
- Why should you perform a brand audit
- And how can you get started. What is the process of doing a brand audit
- The advantages of conducting a brand audit
What is a brand audit?
As a brand, you should conduct an audit to determine your position in the market, how you compare to your rivals, and how effective your entire business plan is. As a result, you may better understand your target market, boost customer loyalty by providing products and services that are targeted to their requirements, and ultimately increase the return on investment for your company through brand audit. When performing a brand audit, the first step is to assess the current state of affairs inside your organization.
You evaluate the organization’s advantages and disadvantages.
Begin by doing a brand audit.
In order to do a SWOT analysis and establish the path in which your firm should evolve, you need conduct a brand audit first.
Why conduct a brand audit?
At first look, a brand audit may appear to be an unnecessary step in the marketing process. There is a massive quantity of data that has to be analyzed since you need to take a more in-depth look at different areas of your brand’s existence, both offline and online. In order to establish a powerful brand, it is vital to conduct a brand audit. Strong brands generate more revenue and are more resistant to economic downturns. A strong brand has better levels of brand recognition, which translates directly into increased sales and fewer turnover for the company.
Customers who purchase from healthy companies are also more likely to come back.
All of the factors listed above are components of a healthy brand.
The first step in building a healthy brand is to conduct a brand audit.
How to conduct brand audit process?
In order to execute an effective brand audit that will yield actionable findings, you must first establish a framework. A brand audit framework can assist you in completing the process quickly and efficiently. Brand audits are divided into two categories: internal audits and external audits. You can choose to conduct only one or both of them at the same time. Of course, combining them will provide you with the most comprehensive perspective of your organization, but it will also be the most time-consuming endeavor.
The process of conducting a brand audit may be broken down into branding components. The internal portion of a brand audit consists of the following examinations:
In order to execute an effective brand audit that yields actionable insights, you must first establish a framework for the audit process. Using a brand audit framework can make the process much easier for you to complete. Internal and external audits are the two components of a brand audit. You have the option of conducting only one or both. In addition to providing you with the most comprehensive image of your organization, integrating them will take a significant amount of effort. It is possible to break down the brand audit process into its constituent parts.
- Your website
- Social media
- Public relations initiatives
- Content marketing
- And more.
1. Create a framework
Before you begin collecting data and doing research, you must choose which parts of your company’s operations will be covered by your brand audit. Is it more important for you to concentrate on internal or external factors? What do you want to know is how well your company’s infrastructure is functioning in comparison to its goals, or are you more concerned with how well your rivals are performing? Organize all of the material into a single document. You will have a better understanding of your existing circumstances as well as the objectives you wish to reach.
It is not necessary to create a formal document.
As a control freak, I enjoy using Excel spreadsheets to organize my thoughts, although mind-mapping or storyboarding may also be beneficial techniques.
2. Examine web analytics
I can’t emphasize enough how critical it is to do frequent analysis of your website’s metrics. We take a look at the statistics from our Google Analytics account. At Brand24, we do this every two weeks, and we begin by looking at the source of our traffic. If you want to target certain geographical areas, the source is critical. If the majority of your traffic is coming from sources that you are not interested in, you should reconsider your marketing plan. When it comes to your website, you should pay attention to the bounce rate.
The conversion rate of a website is yet another important aspect of website analytics.
Examine the traffic-generating avenues that direct people to your website.
3. Talk to your customers
Your consumers are a veritable treasure of information. After all, who understands your product better than you do when it comes to its positive and negative aspects? There are several avenues via which you can obtain the information you want. To ask questions via phone or email, you can conduct a poll, an online survey, or run a survey on your website. The qualitative evidence you’ll obtain will be an excellent complement to all of the quantitative data. It will provide you with solutions to questions that cannot be answered by analytics, such as the satisfaction rate of the customer service experience or the reasons why consumers pick your brand over your competitors’ brands.
The shop is visited by an employee who is dressed as a customer in order to examine how clients are handled.
Testers might be chosen at random to evaluate the usability and performance of your website and offer comments.
Don’t forget about other important considerations such as security and privacy settings, simplicity of data import/export, and the overall functionality of the website (there’s nothing more frustrating than a website that is unusable due to a server breakdown).
4. Look at sales data
When you examine your customers’ buying funnel, you may identify particular places that are discouraging them from making a purchase. You’ll be able to anticipate and resolve issues before they arise, resulting in a more positive client experience. We encountered a similar issue at Brand24, and Mike can tell you how we resolved it. One of the most significant challenges we faced last year was a decrease in sales inside a worldwide edition of Brand24. We were baffled as to why so many clients were abandoning our “Pick a plan” page, and we had no idea why.
It turned out that we had utilized a strikethrough typeface to highlight things that were not included in the lower-level drawings.
No, I’m not one of them.
5. Look at social data
Social data is the icing on top of your brand audit, and it should not be overlooked. Customer insights regarding your product are made available to you in this way, which is not possible through any other means. It has never been easier to get all of the information. With a media monitoring platform, such as Brand24, you can gather all of the information you need to conduct a brand audit in a matter of minutes. Begin by putting together a project. Select the keywords that you want to monitor from the project creation wizard and click Finish.
In the event that you want assistance in setting up your account, our customer care representatives will be more than pleased to assist you.
A common limitation of internet monitoring programs is the lack of historical data.
Check out Brand24 to take advantage of their 14-day free trial.
The context of a discussion
When it comes to brand audits, social data is the icing on the cake. Because of this, you may gain valuable knowledge into your product from customers that would otherwise be unavailable to you. It has never been easier to get all of the data. With a media monitoring platform, such as Brand24, you can gather all of the information you need to conduct a brand audit in one place. Create a project to get things started. You may choose the terms you want to track using the project creation wizard.
When it comes to setting up your account, our customer care representatives will be more than pleased to assist you.
Historical data is not typically provided by internet monitoring technologies. Brand auditing should be carried out. To get started, sign up for a Brand24 free trial. There is no need to use your credit card.
The examination of dissension is one of my favorite aspects. It provides you with an overview of public sentiment about your brand, campaign, or product. Furthermore, you’ll be able to tell in an instant which aspects of your presentation captured the attention of your audience and on which you should concentrate your efforts. Carry out a brand audit! Begin your risk-free trial today. By default, Brand24 displays all types of remarks, including negative ones (positive, negative or neutral). Simply shift the slider to the right or left if you simply want to analyze negative or positive comments for your brand audit (understanding what your competitive advantage is is critical!).
Moreover, this is a great development.
People that may contribute value to your marketing initiatives can be identified by using social media listening tools to find their brands’ influencers. You’ll be able to see straight immediately who is connecting to your website and what their influencers’ score is if you use Brand24’s dashboard. You could believe that influencer marketing is not something that should be considered throughout your brand audit process. However, the manner in which you convey your product or service is a critical component of the brand audit framework.
Make your first project a reality!
Monitor your competition
Monitoring the internet may also be a valuable technique for keeping tabs on your rivals’ activities. In order to monitor what their consumers are saying on the Internet, you may set up different projects for each of your top competitors. Recognize and close gaps in the customer experience in order to generate repeat business. The social media sites on which they are active, as well as whether or not they have launched a new marketing campaign, will all be revealed to you.
The benefits of brand audit
There are several advantages to doing a brand audit. A brand audit should result in a collection of actionable findings that can be used to boost your bottom line in the short and long term. Typical outcomes of a brand audit include the following:
- Detailed information on how to assess brand awareness and what adjustments could be necessary
- Improved marketing communications methods
- Increased brand recognition
- Gave guidance for future development brand positioning, brand architecture, and company structure insights
- Increasing the total value of your brand by adopting suggestions based on a comprehensive collection of data
The consequence of a successful brand audit should be a plan of action that identifies and addresses the issues that need to be improved. The program should outline the objectives you wish to achieve as well as a timetable for when you anticipate to see results. The brand audit is a valuable tool for staying on top of the latest trends and staying one step ahead of the competition. In addition, it will supply you with information that is relevant to your company.
The environment in which we operate is continuously changing, which is why it is critical that we make it a continuous process. Marta works as a Content Manager at Brand24. I’m a voracious reader and a novice baker. Mountaineering, traveling, and jazz are some of my favorite things.
Five Signs You Need a Brand Audit
In today’s hyperconnected world, companies are continually developing to meet the needs of consumers. Brands must represent a company’s goal and values, which is why we establish integrated marketing communications plans to assist businesses in building brands, becoming thought leaders, and gaining or defending their market position in the marketplace. Our integrated communications strategy has assisted businesses of all sizes and across a wide range of sectors in determining what their brand is, defining their message, and delivering it to the correct target audience through the most appropriate platform to achieve their goals.
“The rest of it is simply a bunch of background noise.” Geoffrey Zakarian is a well-known author.
Or perhaps you are just unsure whether your brand’s message, which you developed some years ago, is still relevant in today’s society.
Using a brand diagnostic, a firm can better identify its branding posture and design an integrated marketing and branding strategy that will position them for maximum short- and long-term success.
- A new administration– Changes in leadership have the potential to cause significant disruption. Learning about your brand’s impressions from both internal and external sources may help you identify and close any gaps in perceptions about your company. Your company is expanding– Expansion is a positive development, but it may also dilute your brand’s goal and vision if it is not preserved and marketed appropriately. It is vital to ensure that all workers understand the company’s vision and values in order to eliminate any perception gaps regarding your brand. The nature of your services has changed– Whether you’re broadening your skills, releasing a new product, entering a new market, or narrowing your emphasis, it’s critical that you maintain a brand that accurately represents your organization. Your target markets have moved — and so have you. Maintaining your brand’s relevance is essential in order to overcome new environmental elements such as shifting demographics and reach existing and future customers. A brand diagnostic will aid in the examination of your present market position and can give you with fresh insights into your brand in order to best position yourself for a successful rebrand.
if your firm finds itself in any of the five circumstances I described in this article, you should seriously consider doing a brand diagnostic or audit. A brand diagnostic is performed by our senior consultants in partnership with your organization’s top corporate management and marketing professionals, as well as to a chosen number of external stakeholders. Your entire marketing and business development activities will benefit from a thorough examination of your brand messaging, followed by the formulation of strong, defendable marketing recommendations that best represent your organization’s strengths as well as the possibilities that are accessible to you.
The end consequence of this procedure is an overall proactive, integrated marketing strategy and an executable plan that can be implemented.
Send me an email [email protected] if you have any questions.
Tiffany is responsible for directing and managing the agency’s account service teams, and as a member of the agency’s Senior Management Committee, she contributes to the development of the organization’s strategic direction. R J’s customers benefit from her extensive experience in messaging and campaign execution, which she uses to advise them from strategy through outcomes measurement. Tiffany assumes a strong leadership role in her accounts, anticipates the requirements of clients, creates good connections with them, and delivers excellent outcomes in all of her operations.
How to Do a Brand Audit
Your brand is the most valuable asset in your company, and its health must be carefully nurtured and managed.
A brand audit is a checkup that evaluates your brand’s position in the marketplace, its strengths and weaknesses, and how to strengthen it.
An audit of a brand should include the following three areas:
- Internal branding encompasses your company’s brand values, mission, and culture. • External branding includes your company logo, print and online advertisements and marketing materials, public relations, a website, social media presence, email and content marketing, and other marketing materials. Your sales process, customer support, and customer service policies all contribute to the overall customer experience.
It is possible to employ an outside marketing organization to do a brand audit for you, but it is also possible to complete most of it on your own.
Follow these 10 steps for a successful brand audit.
Refer to your marketing plan to determine your company’s mission, vision, unique selling proposition, and positioning. Identify the following: Who are your target consumers, and what does your company’s brand guarantee to these people? Clarify what you want your brand to be before examining what others believe it to be.
Step 2. Assess your external marketing materials.
Examine your company’s logo, brochures, sales sheets, product packaging, letterhead, business cards, and print adverts to make sure they are all up to date. Examine them in relation to your online presence, which includes your company website, email marketing messages and newsletters, social media accounts, and content marketing materials. Does every one of these pieces have the same look and feel in terms of design, color, and tone of voice? Can you tell me how successfully each article targets your desired market?
Step 3. Review your business website.
Analyze the following with website analytics:
- Where does the majority of online traffic originate? Try to diversify your traffic sources if all of your traffic originates from one or two sources
- Otherwise, you’ll be sensitive to any changes in those sources. Is your website grabbing the attention of your target audience? Having more traffic is only beneficial if it brings in the right kind of customers. What is the percentage of visitors that leave your site without returning? If the majority of visitors to your site abandon it immediately, it is not as effective as it should be. What is the conversion rate of your website? Is it gaining or dropping in value?
Step 4. Review your social media data.
Make use of the data from your social media analytics to determine how effective your social media marketing is. What sorts of customers interact with your brand on social media? What is the demographic of your customers? Are these the customers you’re looking for? In what ways are they referring to your company?
Step 5. Survey your customers.
Use a combination of customer focus groups, email surveys, social media polls, phone surveys, and internet surveys to gather input from customers on topics such as the following:
- What words would you choose to describe this company’s products and services
- What problem does this brand help people with
- Do you have a positive or negative reaction to this brand? Would you suggest this brand to your friends and family? What comes to mind when you see the emblem of the company
- What is the quality of this company’s customer service? What might this company do to enhance its customer service?
Step 6. Survey people in your target demographic who aren’t customer s.
This will be used to determine your company’s brand recognition. Ask questions such as the following using the survey procedures described above:
- What is your familiarity with this brand, and what have you done with this brand? What do you know about this particular company
- How would you explain this brand to someone who is not familiar with it
- What problem does this brand help you to tackle, and how? Describe how you are made to feel by this brand.
Step 7. Survey your employees.
Your staff are responsible for creating the consumer experience that is so important to your brand. If they don’t understand your brand, they won’t be able to communicate it effectively. You may use anonymous surveys to ask questions such as the following:
- What would you use to characterize our company’s image
- What is the brand’s mission statement? What problem does our company’s brand address for its customers
- And What methods do you use to ensure that our brand’s promise is met? What is it that prevents you from fulfilling your pledge
- What one thing would you suggest we do to boost our brand image and reputation?
Step 8. Evaluate your competitors’ brands.
Examine the marketing and advertising materials, websites, social media presence, and customer service provided by your top rivals, and provide recommendations. You may also ask the same questions about your rivals’ brands as you did about your own to consumers, members of your target market, and even your own staff about their competitors.
Step 9. Review your results.
Using the information you’ve acquired, make a list of the components of your brand that are successful, those that require improvement, and those that are completely off the mark. Then devise a strategy for modernizing your brand in order to better align it with your company’s goal and vision.
Step 10. Monitor your progress.
Review the outcomes of each piece of your brand update as you finish it to confirm that the changes are having the desired effect.
Over time, brands inevitably grow stale and out of date. Maintaining your brand’s freshness will need you to repeat your brand audit every few years. Find out how Deluxe may benefit your small business.
How a competitive audit can give your brand a leg up
Even though a brand audit may take on many various shapes and forms depending on the client or company, it is a good practice for any firm, no matter how large or little. Conducted brand audits are beneficial exercises that frequently serve as the starting point for larger initiatives such as rebranding, developing a new website, gaining information into the competition, or just getting a wide overview of one’s company’s overall positioning and positioning strategy.
What is a brand audit?
The most general definition of a brand audit is a comprehensive examination that shows how your brand is functioning in relation to its stated goals and objectives. Taking a step back and looking at your brand through a different lens allows you to see the bigger picture and see your company’s strengths and weaknesses more clearly. Customer surveys, social media audits, and web analytics analysis are all popular procedures that come under the brand audit umbrella and provide insight into your individual brand’s strengths and areas of improvement.
Is there something that your company’s brand lacks that other companies have?
These are issues that virtually all brands must have answers to in order to have a competitive advantage, and doing a competitive audit can assist in answering them.
Benefits of a competitive audit
Conducting a competitive audit is a fundamental strategy for better understanding what your rivals are up to and the potential danger they represent to your brand’s reputation. It also provides insights on who they are, their strategy, and what opportunities your brand may be losing out on as a result of their presence. As markets expand and change, it is important to evaluate your competitors on a regular basis. Understanding the best methods for performing a brand audit will save you both time and money in the future.
When it comes to performing a competitive audit, there is no “one size fits all” method that works for everyone. The extent to which yours will be in-depth and comprehensive will be determined by your brand and the goals you wish to attain. However, there are three general phases in the procedure: Determine who your competition are. You should take extra care in this stage if you are a third-party vendor or agency. It is vital to hear directly from the client in order to have a better understanding of the brand with which you are working and its rivals.
- If this is your product or service, you most likely already have some concept of who your competitors are – thus this stage may not be as time-consuming for you as it would be for someone else.
- Make a decision on the appropriate comparison categories.
- What is the ultimate goal?
- For example, if your company is seeking to redesign its website, you will want to focus on areas such as the layout of your competition’s site, the colors they use, navigation, the parts of their product or service they emphasize the most, and so on.
- Having completed these categories, the final step is to integrate your results into actionable insights that are relevant to your company.
- Perhaps they put more emphasis on SEO than you do and are having more success as a result.
- Depending on how thorough your audit was, you may have discovered strengths or vulnerabilities that you were previously unaware of.
Further reading: http://www.academicacademy.com/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/academics/acade
- The following are five unique approaches to tell your brand’s story: What marketers are doing to establish stronger brands
- Using Twitter to establish your brand’s voice
In its original form, this piece published inTerralever. This content was written by Morgan Miller from Business2Community and was legally licensed via the NewsCredpublisher network. You can learn more about Morgan Miller by visiting her website. [email protected] should be contacted with any license questions.
A Step-By-Step Guide to Conducting a Brand Audit
The difficulty is that no firm can afford to have its customers’ attention diverted away from its brand. For most marketing initiatives, the question is not whether you should or shouldn’t do anything, but rather how to get the most out of the brand audit you do. It doesn’t have to be a difficult process! Our step-by-step Brand Audit guide provides you with the foundation you need to guarantee that your brand remains on course and under your control. Take a look at the e-Guide
First Things First – What Should You Audit?
- A brand’s purpose, positioning, value proposition, brand promise, brand essence, brand personality, and message architecture are all important elements.
Find out what brand strategy is and isn’t and how to create one. Find out more about the brand platform.
- How distinct and recognizable is your brand’s voice? How well does the tone and style of your design and text communicate your personality to the reader? Is the information in your writing and design style guidelines current?
Internal and External Touchpoints
- Internal communications include all staff recruiting, engagement, education, and advocacy materials and campaigns
- While external communications include all public relations materials and campaigns. Every external communication, channel, and touchpoint, both online and offline, contributes to the customer experience.
1. Design Audit Architecture
Before you begin the audit, spend some time defining the framework that will be used to evaluate your company’s brand. Begin by examining your brand platform, which includes your brand’s purpose, position, promise, essence, values, and value proposition, as well as your brand’s positioning and value proposition. Keep those at the forefront of your thoughts as you progress through the audit. The results of this will assist you in determining whether or not your marketing messages and touchpoints are consistent with your brand strategy and vision.
With the help of these tools, you will be able to establish objective benchmarks for determining whether or not your brand and marketing communications are communicating the right messages to the right audiences at the right time, thus assisting you in meeting your objectives and differentiating your company from its competitors.
2. Set Goals and Priorities
In order to conduct a successful brand audit, you must first establish clear goals for what you aim to achieve with your brand. This is accomplished by comparing your brand to your business and marketing objectives. The following questions will assist you in defining your most important marketing objectives and priorities:
- That are the people who you want to reach out to? What are their needs and problems
- What is the amount of brand recognition among your target audiences
- What is the current public view of your company’s brand? Is your perception of yourself different from how you would like to be perceived? What percentage of the market do you now hold? Is there room for growth in your company? What are the primary impediments to achieving this goal
As soon as you’ve answered the first set of questions, you should start being explicit about your objectives:
- You need to boost your visibility among your target audiences, do you? Is your brand’s impression out of date, inconsistent, or just incorrect? Does it appear that there is a chance to acquire a greater portion of the pie
- Are you wanting to expand your business into new markets or attract new customers?
Finally, establish a priority list for your objectives:
- In terms of what can be realistically completed in the next year or two
- Which of the goals that can be fulfilled more rapidly will provide the best return on investment
- And As a result, you now have a rough understanding of where your brand is now located as well as what you want to accomplish
Take a look at the e-Guide
3. Question Your Audiences
A deep dive into the mentality of your key brand stakeholders is crucial in finding any gaps that exist between your current and ideal brand perception. Brands are shaped by the perceptions and experiences of their audiences. Stakeholder feedback will assist your organization in validating what it perceives to be its most essential differentiators and uncovering any gaps that may exist between what you believe to be important to your audiences and what your audiences value most about your company.
Depending on the information you gather, you’ll be able to assess whether any improvements to your brand strategy, brand platform, and/or other types of marketing communications are necessary. Find out more about performing consumer research in this article.
4. Compare with Competitors
It is important at this stage of the brand auditing process to examine the way your company’s brand compares to that of its rivals. These questions will be of assistance:
- When it comes to the marketplace, what position does your organization occupy? What is the positioning of your competitors? Make sure to take into account rivals in your specific markets (industry, area, etc.), as well as those who appear in the same search results as your firm or are seen to be comparable by your customers. What do you consider to be your key point of differentiation? What distinguishes your firm from the competition
- Is it necessary to make adjustments to your brand strategy and positioning in order to effectively exploit what makes you unique and better than your competitors
Discover how to do a successful competitive analysis.
5. Cross-Examine Communications
After that, compare the performance of your marketing communications with the brand audit architecture to see how effective they are.
- Consider the total experience that your audience will have with your messaging. Are they able to strike a balance between technical information and emotional content and presentation? How well do you communicate the actual benefits that your firm provides to its target audiences? If so, are you interacting with your audiences in a way that connects with them and is relevant to them? What is the first thing that comes to mind when someone thinks about your firm, or do your messages look and sound just like those of your competitors? Ensure that the tone and style of your design and messaging are consistent and on-brand
- And Communicate effectively and directly with each target audience, addressing their individual requirements, desires, and difficulties
- How frequently do you communicate with the people who are most important to you? Is this enough to keep you in the forefront of your mind? Are you interacting with your target audiences using the channels that they choose to use? Is there a clear call to action in each of your messages, one that specifies exactly what action you want your audiences to take next
Take a look at the e-Guide
6. Come to Conclusions
The information you have gathered at this point in the process will help to assess if your brand is on track, needs to be refreshed, or will require a more extensive overhaul. Find out if a rebranding or a brand refresh is the best option for your company. These last sets of questions will assist you in determining exactly what needs to be done next and the extent to which modifications you’ll want to consider making to your business.
- Your brand’s relevance has waned
- Does it no longer accurately represent your company’s internal culture? Fails to keep up with the demographics and attitudes of its customers. Are your design and messaging incoherent or just plain old fashioned? Is your brand (as well as its assets and expressions) too old to adapt effortlessly across growing channels and new customer touchpoints
- Or Having trouble marketing your firm or its offerings? Do you require new tools and resources to help you do it more successfully and efficiently?
If you answered yes to any of the questions above, it is likely that you are in need of a brand refresh. Now, consider the following question:
- Are you being left in the dust by your competitors? How many suggestions do we lose compared to how many proposals you win? Whether or if we are pursuing more projects than you should be Isn’t it often the case that we miss out on a good opportunity because of the price? Can we describe how our firm is distinct or better than the competition
- Are we having difficulty attracting and retaining top talent?
If you answered yes to any of the questions above, you have an issue with your placement. It is not evident what distinguishes your firm from its rivals, which is often a sign that a rebrand is in order. Finally:
- Consider whether you want to join a new market, grow regionally, or provide new service options. Do you have any plans to expand? Has your style of leadership evolved? Is your firm in the process of being purchased or merging with another?
Consider whether you want to join a new market, grow regionally, or provide new services. Having a growth strategy in mind? What has changed in your management style? Is your firm in the process of being acquired by or merging with another?
7. Act on Information
It is the goal of a brand audit to discover any activities that your firm may need to do in order to enhance its brand. As a result, your primary conclusions should be accompanied by a thorough action plan and measures to put the plan into effect. In addition, you should specify the specific results you aim to attain. Keep track of your progress to determine how close you are to reaching your objectives by the time of the next brand assessment. Please keep in mind that just tracking progress toward the targets does not imply that you may skip the next audit altogether.
Those internal alterations and external shifts may necessitate more consideration and adjustment.
At Substance151, we help companies develop strong brands that create a competitive advantage in a crowded and always evolving marketplace.Contact us to start a conversationoremailfor help assessing the strength of your brand and developing more effective strategies to win the work you want.
Our step-by-step Brand Audit guide will assist you in ensuring that your brand remains on track and under control.
Brand Audit Checklist
When a business, your brand represents your personality, your identity, and the initial impression that customers have of you as you engage with them and establish connections with them. As a result, branding is a sensory experience that is considerably more than a simple logo. The tone of voice, colors, typefaces, and general consistency of your brand are all important considerations. All of these factors establish the groundwork for how your audience will talk about you to their friends and family as well as their sentiments about your brand and, eventually, your products and services.
Let’s take a look at the health of your brand!
), or you may just wish to find new touchpoint possibilities but are unclear of which techniques and activities would be most effective.
Whatever path you are considering taking, it is advisable to begin with a brand audit to determine which activities would be most beneficial to your company. When it comes to strategic marketing, we think everything should begin with a “where are you now” – in this case, an audit of your brand.
What is a brand audit?
Putting it another way, a brand audit is a health check that assesses your brand’s position in the marketplace – its strengths and weaknesses. It identifies possibilities to strengthen your brand and guarantee that it retains a meaningful identity with your target audience, among other things. An audit provides you with the ability to understand how your brand is seen both online and offline. It also includes a competitor analysis, which allows you to evaluate how your brand compares to the competition.
- Internal branding includes your company’s brand values, mission, and culture.
- • External branding includes your logo, print and online advertising, marketing materials, a web presence, and social media presence.
- Customer experience consists of your sales process and the client trip you provide.
These aspects of your brand are critical to including in a brand audit so that your identity and personality as a whole can be thoroughly examined. 1. A consistent and meaningful brand that is present across all aspects and touchpoints quickly establishes trust and credibility with your audience by demonstrating that you understand them and can deliver a solution that meets their demands. When conducting an audit of your company’s brand, it’s important to maintain objectivity. You should create a brand that speaks directly to your target audience — it should not be about what you or your department personally like or dislike.
Our brand audit checklist
Let’s go into the specifics of what a brand audit entails now that we’ve established the basic outline:
- Consider your company’s brand statement and values to gain an understanding of how they are utilized and in what situations they are used. Whether they appeal with your target demographic and embody your brand’s identity is an important consideration. Are your ideals reflected in the initial impressions that people get of your statement?
- 2.Logo – examine the font, visual, colors, and variations of your logo (e.g., stacked, reversed, print vs. web) to ensure that it is effective. Opportunity: Check to see if your logo is compatible with your brand’s beliefs and mission. What is the initial impression your target audience has of your logo when they see it for the first time? Is your logo consistent across all of your marketing channels?
- 3.Marketing materials– go through all of your digital and print marketing materials. This might involve the following:
- Marketing materials such as business cards, sales packages, and quotations, stationery, email signatures, flyers and brochures, advertising, uniforms, and newsletters are all examples of what you may expect. – Digital and print advertisements
- Signage and vehicles
- Third-party and external touch points
- Displays and trade exhibitions, among other things.
- Possibility: Are all of these aspects compatible with one another? Make certain that you are utilizing the same version of your logo in the proper color and typeface on all of your marketing materials. Make an effort to update (or create) your brand standards in order to maintain consistency across all marketing materials.
- 4.Website and search engine optimization – Your brand statement, logo, contact information, tone of voice, and images should all be clearly displayed throughout your website to maximize search engine optimization. Your website is a critical online touchpoint, thus it is critical that it be consistent and optimized to the greatest extent possible. Taking a snapshot of your website’s organic traffic data (from tools such as SEMRushorMOZ) can allow you to determine how well your website is performing across certain keywords and metrics. Opportunity: Should you submit photographs that have a stronger emotional connection with your target audience? Alternatively, you may change your copywriting to better reflect your brand’s personality and tone. When it comes to the user experience, think about it this way: what is the path your audience goes through when they visit your website? You want them to do and feel something when they first arrive on the island, so tell us about it. In order to avoid seeming overwhelming to a visitor, it is possible to provide too much information on your website. Consider what it is that you genuinely want people to do – fill out a form, for example. Call? I’ve been reading your blog
- 5th, social media activity – this includes an overview of your brand’s social media activity across all platforms – including but not limited to Facebook, Instagram, LinkedIn, Twitter, and any other social media platforms you may use. When determining how your brand is regarded on each channel, consider the amount of followers you have on each network as well as your total engagement rate
- Utilize your audit findings to discover new social media platforms. YouTube and SnapChat are just a few of examples of new social media channels you may try. Alternatively, you may choose to concentrate your efforts and eliminate low-performing channels depending on the locations where your target audience spends the majority of their time. Adjusting frequency and developing content pillars will better position your brand and content online
- 6.The sales process– sales and marketing are inextricably linked. Examining (or establishing) your sales process can ensure consistency and a smooth communication process as a customer progresses through your sales funnel. Opportunity: From the time of the initial inquiry all the way through to the final invoice and handover, there should be a defined set of processes with action items for everyone involved. What methods do you use to nurture your leads? What is your procedure for following up – email, phone call? If you want to save time and keep track of where your prospects are in the sales funnel, a CRM system with marketing automation is a good investment.
- An examination of competitors is a very significant component of a brand audit. The ability to understand what your rivals are doing and how they are viewed both online and offline provides evidence as well as opportunities for your brand. Opportunity: Your initial impression of your rivals’ website and social media accounts is very important. Credibility and trust are essential – how do you measure up to your competition in these areas? What is the position that they now have or are attempting to maintain in the market? What is their strategy for communicating and representing this position? Does your brand have a distinct point of separation from this (if this is relevant for your brand)
Considerations to review
Congratulations! You have now finished the brand audit checklist that you created. Are there any chances that have stood out to you thus far? Any patterns or trends that you’ve noticed? The following are the most crucial factors to ensure:
- Consistency– make certain that your brand is consistent across all platforms, since this will increase your reputation and trust. Remember that people judge based primarily on appearances, so make your initial impression count. Identifying your target audience– Have you established your brand statement, logo, and tone of voice to appeal to that audience? Speaking to a specific audience can help your brand to establish a more meaningful and personal relationship with your target audience, while also raising your chances of converting that audience. What distinguishes your company from the competition (your brand’s unique selling point (USP))? Spread the word about this across all of your brand’s touchpoints! In the context of touchpoints, what avenues may you pursue in order to maximize your brand exposure? Here are a few suggestions:
- Car decals for your company’s fleet of vehicles. The creation of a sell-in package for new and prospective clients (for example, branded notepads, pencils, and keep mugs), Advertising via digital displays or social media platforms
- Opportunities for public relations, sponsorship, or participation in events
- Establishing a relationship with a relevant brand ambassador or influencer
Pursue your opportunities
If your company has grown from its previous branding or if you are looking to explore new touchpoints, it is important to begin with a brand audit to determine where the most promising prospects lie for your company. Following that, it may be necessary to conduct a brand refresh, brand expansion, or rebrand, or it may just be necessary to explore the new opportunities revealed during your audit. We hope this has sparked your interest and motivation to begin your brand assessment. However, if you want assistance along the route, please contact us and we would be delighted to assist you in elevating your brand.
How to Perform a Brand Audit in 9 Simple Steps
Has your company struck a brick wall? Perhaps you aren’t receiving enough leads, or you are losing business to your competition. It’s possible that folks aren’t interested in what you’re offering. Saturated markets are cited as a reason for slowing growth by many firms. However, the problem isn’t always with the quantity of rivals or the amount of noise; it’s more commonly with brand drift. So, before you decrease pricing or increase your marketing budget, think about doing a brand assessment.
Unfortunately, because the transition may be so subtle, most business owners are unaware of it.
However, if you differ substantially from the norm, your offers and benefit claims will become ambiguous.
Companies lose touch with their mission and their target audience if they do not conduct a regular brand assessment. If the situation remains, it is possible that a rebranding will be the only option.
Here’s How Brand Drift Happens
A brick wall has appeared in your company’s path. Possibly you aren’t receiving any leads, or you are losing business to your competition. It’s possible that folks aren’t interested in what you’re selling. Saturated markets are cited as a reason for slow growth by many firms. Rather than the sheer quantity of rivals or the volume of noise, brand drift is more typically the source of the problem. Consider doing a brand audit before making price cuts or increasing marketing expenditures. It is when a firm loses sight of its messaging and its target audience that it becomes off-brand.
It may not appear to be a huge problem if you make a few modest adjustments to your company strategy.
Consequently, the audience will be perplexed as to what you are doing, and a perplexed mind will answer “no.” Companies lose touch with their mission and their target audience if they do not conduct regular brand audits.
The Impact of Brand Consistency
Serving clients, closing transactions, and overseeing day-to-day operations take up a significant portion of our time. We make the assumption that others know more than they actually do because we are too busy. As a result, we must make it simple for them to comprehend our proposition. Your audience is only capable of processing a particular amount of information at a time. They are not unintelligent; rather, they are overworked. People don’t have time to find out how you can assist them; you must make it clear how you can assist them.
- Everything you put out into the public in order to market your company must be clear, succinct, and consistent in its message.
- People do not purchase on their first, second, or third contact with a business.
- Each point of contact must be distinct and constant.
- Businesses that lack brand consistency have difficulties in the following areas:
What Is a Brand Audit?
Your brand is how people perceive you in comparison to your competition. Moreover, it raises the perceived worth of your products and services. However, if it does not assist you in achieving your objectives, it is pointless. With the help of an audit, you can determine whether your present brand is working for or against you. A powerful one provides value, but a poor one detracts from the value. When doing an audit, you’ll need to answer the following questions:
- Is your present brand in line with the reputation you desire to have in the marketplace?
- Is your visual identity a reflection of your level of professionalism, quality, and knowledge?
- Is it appealing to the sort of clients you wish to attract?
The majority of business owners I know are able to critically evaluate their present brand, but only when the situation calls for it.
Routine audits will assist you in identifying problems before they become out of hand. Do you lack a distinct brand identity? http://www.cnn.com/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/cnn/c
How to Perform a Brand Audit
We’ll go over each phase of the brand audit one at a time to make it more manageable.
1. Start with Your Brand DNA
Like a real person, your company’s identity is made up of a combination of physical and intangible characteristics known as brand DNA. The most often used DNA components are as follows: What is the point of your existence? What you want your company to become is referred to as its vision. What you promise to your consumers is what they may anticipate from you. Values: your philosophy, your principles, and what you believe in Position: how customers perceive your company, as well as its standing among rivals.
Your DNA must be as clean as a whistle since it will serve as the yardstick by which you will judge everything else.
2. Evaluate Your Goals
All of your objectives, not just revenue, are relevant to the success of your brand. They collaborate to assist you in building the business that you set out to achieve when you first started. For example, one purpose would be to contribute a portion of corporate profits to a charitable organization. Alternatively, you may choose to hire new personnel before the end of the year. Another prevalent desire is the expansion of one’s horizons. Whatever your objectives are, reevaluate them to see if they still make sense.
The issue to address here is whether or not the objectives you’ve stated are consistent with the type of business and brand you wish to establish.
3. Assess Your Target Audience
Your ability to reach your target audience has a significant influence on your overall success. No matter how excellent your product or service is, selling it will be difficult if your target market does not recognize its value. Moreover, the audiences who appear to be the most qualified aren’t necessarily the most appropriate ones to target. The purchase behavior of your target audience is dictated by the circumstances. Figuring out if such alterations are temporary or permanent is the most important step.
Millions of customers have been placed in financial distress as a result of this.
Time will tell whether or not this is true.
The question to answer in this phase is: Does your existing target audience derive the greatest advantage from the value you give, and can they assist you in achieving your objectives?
If you answered affirmatively, you are ready to go to the next level. If this is not the case, it is important to reevaluate who your company serves.
4. Evaluate the Customer Journey
Following the evaluation of the target audience, it is necessary to investigate their journey to becoming a client. In a previous section, I said that it can take up to 13 touchpoints to get a qualified sales lead. Each touchpoint corresponds to a stage in the customer’s experience. It aids in guiding prospects down a clear and direct path that takes them from the initial contact to the point of purchase. This article will provide you with further information regarding the customer journey. If you know your consumers, you will be aware of their expectations.
- Some individuals are aware that they have an issue, but they are unsure of how to resolve it.
- They are in need of knowledge about viable remedies.
- They are aware of the difficulty they are facing.
- You must introduce them to your product or service if you want to create an effect with this group of people.
- People who acknowledge their problem and understand that you provide a solution are the most straightforward to close on a sale.
- People seeking for a product you offer, for example, may browse internet reviews to help them pick which one to purchase from you.
- By making this article, you can demonstrate your knowledge and experience while positioning your product as the best alternative.
- The following are the questions to be answered in this step: Do you present each type of prospect with information that is relevant to them?
- Is everything you generate in line with your brand’s mission, promise, and message, or does it fall short?
5. Review Feedback and Sales Data
Most businesses receive a large amount of client input, but they do not use it to enhance their operations. In this phase, you’ll be on the lookout for patterns. What aspects of your company are popular among customers? What changes would they like to see implemented? We all appreciate hearing about people’s achievements. However, constructive criticism might be the most beneficial input we receive. Keep in mind that some of them were considering a competition before deciding on you as their vendor.
This procedure will highlight your company’s vulnerabilities and assist you in identifying ways to enhance your offers.
What does it have to say to you?
Do you notice any patterns in price, features, or customer service?
Questions to consider in this phase include: What can you do to make your offer even better, even if it is your best offer? Is there an opportunity to develop new goods or provide new services? What exactly isn’t selling, and why is it not selling?
6. Review Your Website Analytics
Website statistics provide a narrative. There are four critical metrics to keep track of: Visitors (traffic): the number of individuals who visit your website on a regular basis, generally assessed on a monthly basis. You can find out how many visitors visit your site and then depart right away by looking at your bounce rate. Page Views: This metric displays the number of visitors you received on each page. Conversions: This metric displays how many users took action after arriving on your site for the first time.
- As a result, start with the options indicated above.
- The following are the questions to be answered in this step: What kinds of patterns do you notice?
- Is it possible that they will go in a few seconds?
- Click here to learn more about website analytics and other related topics.
7. Analyze Competitors
Consumers compare products and services before deciding from whom to purchase. As a result, your rivals have a significant impact on your company’s image. Therefore, it makes logical to incorporate a competition study as part of a brand evaluation. Your rivals are continuously coming up with new offerings and modifying their pricing structures. Some companies expand into new markets, while others close their doors, and new competitors appear on a yearly basis. Take a look at your top ten competitors in this round of the audit process.
To be sure, it’s always a good idea to look at a large number of them at once.
This phase requires you to answer the following questions: What are they doing better than you?
8. Evaluate Your Offers
Before you can close a deal, you must first develop an offer. An offer conveys the practical, technical, and emotional benefits that buyers will experience as a result of purchasing the product or service. Because of the high level of competition in the market, your offer cannot be average, mediocre, or even satisfactory. It has to be outstanding. In order to produce a good offer, you must first have a better understanding of the offers made by your rivals. An in-depth examination of your competitors will make it easier for you to compare and contrast your offers with theirs in the future.
- They are as follows: These outline what the product or service accomplishes or facilitates the consumer in accomplishing their objectives.
- Affective Benefits: Affective benefits are the most potent since they are concerned with how a product or service will make the client feel about themselves.
- As a result, it is critical to express all three sorts of advantages while developing a proposal.
- Learn how to develop an attractive offer by reading this article.
How do your products and services stack up against those of your competitors? Are you able to make them better? Are your products and services intriguing and one-of-a-kind? How?
9. Assess Your Logo, Colors, and Brand Imagery
Your photos represent the degree of professionalism, quality, and competence that you demonstrate. Consider the impression you want your brand pictures to create as well as the preferences of your target audience before creating your brand photos. A certain design, for example, may be appealing to you, but it may not be appropriate for your target audience. The goal is to find a way to combine the image you want to project with what your potential clients find appealing. How do you determine what your target audience enjoys?
- You’ll learn what they want and don’t want, and you’ll be able to better serve them.
- After all, this is your company’s logo.
- In the simplest of terms, adopting a masculine persona may not be appropriate if you are catering to a feminine audience, and vice versa.
- The quality of your photos is essential to your ability to succeed in your endeavors.
- If your brand images—such as logos, websites, and social media accounts—do not represent this, it will harm your reputation.
A brand audit will assist you in being true to your brand and engaging with your audience. The frequency with which you should conduct an audit will vary, but a reasonable rule of thumb is to do it at least once every year. In this post, I’ve provided you with a nine-step methodology for performing a brand audit of your organization. They are as follows: 1. Check the calibration of your brand DNA. 2. Evaluate your objectives. 3. Determine who your target audience is. 4. Conduct an evaluation of the customer journey.
Examine customer feedback and sales statistics.
Examine the website’s metrics.
Conduct a competitive analysis.
Assess the merits of your proposals.
Evaluate your company’s brand image.
A strong tool, it will help your business become more effective and profitable in the long run.
Until next time, take care.