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Brand Audit Measure How Successfully Your Branding Is Performing In The Eyes Of Your Customers

brand-audit

A brand audit, simply put, is a health check that evaluates your brand’s position in the marketplace – its strengths and weaknesses – which highlights opportunities to bolster your brand and ensure it maintains a meaningful identity with your audience.

An audit gives you the ability to understand how your brand is being perceived online and offline, including a competitor analysis to see how your brand compares to others. Generally speaking, there are three key areas to a brand audit:

  • Internal branding – your brand values, mission and company culture.
  • External branding – your logo, print and online advertising, marketing material, website, social media.
  • Customer experience – your sales process and client journey.

These areas are important to include in a brand audit so your identity and personality in totality get a thorough review1. When you have a consistent and meaningful brand across all elements and touch points, it immediately builds trust and credibility with your audience, showing you understand them and can provide a solution to suit their needs.

One key thing to remember when auditing your brand is to remain objective. Your brand should speak to your target audience specifically – it’s not what you or your department personally like or don’t like. This is an important position to take when executing a brand audit as you want to make sure you are attracting the right people.

A brand audit, simply put, is a health check that evaluates your brand’s position in the marketplace – its strengths and weaknesses – which highlights opportunities to bolster your brand and ensure it maintains a meaningful identity with your audience. An audit gives you the ability to understand how your brand is being perceived online and offline, including a competitor analysis to see how your brand compares to others. Generally speaking, there are three key areas to a brand audit:

  • Internal branding – your brand values, mission and company culture.
  • External branding – your logo, print and online advertising, marketing material, website, social media.
  • Customer experience – your sales process and client journey.

These areas are important to include in a brand audit so your identity and personality in totality get a thorough review1. When you have a consistent and meaningful brand across all elements and touch points, it immediately builds trust and credibility with your audience, showing you understand them and can provide a solution to suit their needs.

One key thing to remember when auditing your brand is to remain objective. Your brand should speak to your target audience specifically – it’s not what you or your department personally like or don’t like. This is an important position to take when executing a brand audit as you want to make sure you are attracting the right people.

Considerations to Review

Congratulations! You have now completed your brand audit checklist. Are there any opportunities that stood out? Any trends you identified? The most important things to ensure are:

Consistency

Make sure your brand is consistent everywhere, this will build your credibility and trust.

First Impression

People are quick to judge based solely on visuals so make sure your first impression counts!

Target Audience

Is your brand statement, logo and tone of voice created for your target audience? Speaking to a specific audience will enable your brand to make a more meaningful and personal connection with your audience, while increasing your chances of conversion.

Stand Out from the Crowd

What is your brand’s unique selling point (USP)? Shout this across all your brand touch points! Speaking of touch points, what could you explore to maximise your brand exposure? Here are a few ideas:

  • Car decals for your company fleet.
  • A sell-in pack for new and potential clients (i.e., branded notepads, pens, keep cups).
  • Digital display or social media advertising.
  • PR, sponsorship or event opportunities.
  • Connecting wth a relevant brand ambassador or influencer.

 

Pursue Your Opportunities

If your business has evolved from your existing branding or you are yearning to explore new touch points, then it’s best to start with a brand audit to identify where the best opportunities are for your business. From there, it may be time for a brand refresh, brand extension, rebrand or just time to pursue the new opportunities identified in your audit.

We hope you feel inspired to go forth and dive into your brand audit. But if you need some help navigating along the way, contact us and we would love to help elevate your brand.

Brand Audit Form