A brand audit is an research into the good and bad points of an organization’s existing brand. It gives an unbiased look at management and marketing effectiveness by looking at brand communications, customer perceptions and competitive positioning – critical steps in determining a brand’s equity. A thorough audit will identify brand growth opportunities such as the potential benefits of Brand Review and extension. Ultimately the process should bring about recommendations to enhance brand positioning, marketing effectiveness and overall brand equity.
What exactly are you saying regarding your brand? Are the communications consistent together with your actions? Do people remember your logo and tagline? Will there be an emotional connection and loyalty around your goods and services? The aim is always to determine where your brand stands in the industry. You have to know where you are so that you can determine how to get to your destination.
Via a marketing audit you are going to evaluate your promotional materials, external and internal communications, pricing, packaging and much more. By standardizing your message on your own website, business cards, press announcements, company correspondence – even your employee training programs – you are constructing a solid brand foundation that is centered on organizational values and vision.
What are your prospects saying about your brand? Does it meet their expectations? It’s vital that you ask customers for the truth – the best, the bad, as well as the ugly. You would like to improve, right? Don’t be afraid to question.
In this process you may evaluate customer perceptions such as product awareness, relevance, and loyalty. These factors are important to a product or service’s ultimate success. Customer feedback offers you a sincere glance at the message you are currently delivering, and how it differs from the content your organization is trying to send.
What exactly are the competition saying regarding their brand? It’s vital that you comprehend the successes and failures of your competition’s branding to pinpoint the similarities and differences out of your own. This degree of understanding creates actionable items which can be used to differentiate your brand in ways that interest your present and possible client base. Additionally, you could uncover opportunities in market segments that have been underserved by your competition.
To develop a more successful brand, it is essential to understand every element of your present brand position. A brand audit shows exposes your true brand effectiveness, and gives the fuel you have to propel your xboaef to new heights. When you’re prepared to start a journey, you must have a starting place. Once the decision has become designed to refresh, restage or reinvent the brand program to advertise better, a brand audit provides the foundation, the starting place.
A brand audit brings an objective assessment and analysis for all current marketing components. Communication tools, outreach efforts, and touch points for many audiences are reviewed, analyzed and summarized to exhibit the most effective possibilities to develop a stronger brand program.
It’s like the foundational work accomplished for search engine optimization… where traffic and keywords are analyzed, together with page visits and inquiries. A brand audit is the first phase inbrand optimization.
Knowing what’s in place, who the audiences are and where you can effectively connect to them, you can determine what fits, what’s out of sync, in which the opportunities are to increase visibility, and what actions will move the corporation and brand forward.