Booklet

author

Seema Batavia

Marketing

It's Time for a Brand Audit

marketing

Marketing

|

It's Time for a Brand Audit

No matter how strong your brand is, it's possible for marketers and leaders to be wrong in how they perceive their own brand.
This could be due to:

  • False assumptions
  • Relying on stale messaging
  • Marketplace confusion
  • Fixation on a competitor

TO UNDERSTAND HOW YOUR BRAND IS REALLY DOING, YOU NEED TO CONDUCT A BRAND AUDIT.
START HERE:

UNDERSTAND YOUR STARTING POINT
Whether you're revamping an established brand or starting a new one, research the current situation in your industry.

GATHER INTERNAL PERSPECTIVES
Get perspectives of employees and key stakeholders through surveys or interviews. Encourage transparency neutral party like a branding agency/consultant can help.

KNOW YOUR AUDIENCE AND ITS SEGMENTS
Do your research on:

  • Perceptions of your and competing brands
  • What affects their purchasing decision
  • What they like and don't like about your product
  • What communication channels they use
  • Their experience with your products and services
  • Unmet expectations or desire for new products

KNOW YOURSELF AND YOUR COMPETITION
Do a competitive audit on:

  • Clarity of message
  • Designer and user experience
  • Channel efficiency
  • Reputation
  • Differentiators

ANALYZE THE FINDINGS

Assess the main themes that emerge, such as:

  • How are we positioned?
  • What keeps coming up over and over again
  • Where is there an opportunity for us?
  • Where are the threats?
  • What surprised me the most from the audit?
  • What false assumptions have we covered?
  • What's working, and what isn't?
  • How can we communicate more clearly?
  • Are we on the right communication channels?
  • What strengths should we play too?
  • How can we zig when others zag?

TIE YOUR BRAND AUDIT RESULTS INTO YOUR BRAND STORY, AND THEN TELL IT LIKE NEVER BEFORE!

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