\nA brand audit is effectively a health check-up. The objective is to allow owners and managers to identify and address any problem areas so a brand can stay fresh and relevant.<\/p>\n
By Laurie Jo Miller Farr<\/p>\n
\nA brand audit is effectively a health check-up. The objective is to allow owners and managers to identify and address any problem areas so a brand can stay fresh and relevant.<\/p>\n
Brands are like living entities with life cycles. They\u2019re born, they grow, they thrive. And, at a mature stage, they potentially start to lose relevance as customers move on to the latest hot new thing.
\nBrand stewards must monitor this cycle regularly to revitalize a business by taking the time to address the question:<\/p>\n
A brand audit is a thorough examination of a brand\u2019s current position in the market compared to its competitors. Even strong brands need a reality check to keep them on track.
\nAn audit helps where these strengths lie, identify weaknesses, threats, or inconsistencies as well as provide opportunities for improvement and new ideas.
\nIt produces a road map for the brand\u2019s way forward with continued growth.<\/p>\n
Any brand audit must begin with two essential tools, both to be completed by owners and stakeholders, as honestly and forthrightly as possible. It is usually helpful to have an outside facilitator to encourage and ensure the authenticity of the exercises to assist those who are being asked to take a step back from their own deep, daily involvement.
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| ARE WE?<\/b><\/td>\n | Knowledgeable \/ Uninformed<\/td>\n<\/tr>\n |
| Trustworthy \/ Unreliable<\/td>\n | Friendly \/ Unapproachable<\/td>\n<\/tr>\n |
| Inventive \/ Old-fashioned<\/td>\n | Attentive \/ Withdrawn<\/td>\n<\/tr>\n |
| Problem-solvers \/ Short on recycling ideas<\/td>\n | Surprising \/ Predictable<\/td>\n<\/tr>\n |
| Creative \/ Unimaginative<\/td>\n | Practical \/ Impractical<\/td>\n<\/tr>\n |
| ANYTHING ELSE?<\/b><\/td>\n | <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/li>\nAnalyze Current Brand Messaging<\/h3>\nRearrange the messages you\u2019re currently using and rate them. Look at your tag line, website copy, print collateral, advertising, and try to find all the key messages that a customer is likely to come across.<\/p>\n Rate them. On a scale of 1-5, which is important to you as a brand owner or stakeholder? And why? And for which customer persona?<\/p>\n Customer Survey<\/h3>\nWhat are the Deliverables of a Brand Audit?<\/h3>\nA brand audit will reveal how the customer perceives your brand, how your brand compares to the competition and how your brand is performing against its potential.
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