A well-prepared Brand Audit can be conducted in the form of an interview within 2 hours. Experience has shown that the Brand Audit is best conducted in a small team.
What are the key components of a brand audit?
1. Evaluate brand performance:
The first step in conducting a brand audit is to evaluate the performance of the brand. This involves looking at how well the brand is performing against its competitors, customer feedback, and overall market share.
2. Analyze customer perception:
It is important to understand how customers perceive your brand. Collecting customer feedback, such as through surveys or focus groups, can help you identify any potential gaps between customer expectations and your brand’s performance.
3. Examine brand positioning:
Once you have a good understanding of customer perception, it is important to examine the brand’s positioning. This involves looking at how the brand is positioned in comparison to its competitors and whether it is meeting customer needs and expectations.
4. Assess brand identity:
The brand identity is built up of various elements such as the logo, slogan, colour palette, and messaging. It is important to assess whether these elements are effectively communicating the brand’s message and connecting with customers.
5. Analyze marketing activities:
It is important to look at the effectiveness of marketing activities such as advertising, PR, and digital campaigns. This will help you identify any areas that need to be improved and any opportunities that could be exploited.
6. Review competitors:
Finally, it is important to keep an eye on competitors and the market as a whole. This will help you identify any potential threats and opportunities that could impact your brand’s performance.
Here is a small selection of possible questions:
What do people think about your brand?
Do your customers recommend you?
Is the visual branding consistent with your message?
Does your logo really represent you?
What about the topic of storytelling?
Are you communicating on the relevant channels?
How are your physical products selling?
Is the packaging of your products representative of your brand values?
Do your employees recommend you to their friends and family?
Are your employees proud to work for you?
Are successes measurable? If so, how?