The marketplace is always evolving, and your brand should, too. Even the most brilliant brand can fail miserably if it is stale or is not implemented consistently across all customer touchpoints. An effective way to reveal weaknesses and identify opportunities to strengthen your brand presence is through a comprehensive brand audit. If conducted correctly, a brand audit will enlighten your business about its current position in the marketplace and shed light on how to fully leverage your strengths in the current climate.

Who should conduct a brand audit?

Regardless if you are considering a total rebrand or not, a brand audit is always a good idea. A brand audit will reveal inconsistencies in how your brand communicates to your customers, vendors, and potential customers. It will also provide status updates regarding how your brand compares to your competition among the ever-changing marketplace.

The success of a brand audit is in the details. While reviewing these details, check for inconsistencies in colors, logo presentation, messaging, fonts, and any other brand guidelines that may not be followed. Here is a checklist of the seven essential elements to review for a thorough brand audit:

  1. Document the complete customer experience: From the first touchpoint made to potential customers to the invoice received after the sale, ensure the brand reaches everyone consistently. This will help maintain brand loyalty, as consistency builds trust and results in higher customer satisfaction.
  2. Inventory all physical marketing materials: Collaborate on making a comprehensive list, including brochures, business cards, sales sheets, estimate templates, and letterhead.
  3. Inventory all branded materials: Add all tangible branded items to your list, including signage, cars/trucks, hats, shirts, bags, and mugs.
  4. Account for all digital assets: This includes your web site, social media feeds, presentation templates, and email signatures — but don’t forget operational aspects of the business, including invoice templates and other software that may have embedded your logo or color scheme. There may be more than you think.
  5. Evaluate your social presence: Aside from the company-managed social media accounts, review how your brand appears on third-party sites like Google listings, Yelp, and other sources for customer reviews and rankings. Take both qualitative and quantitative feedback into consideration (such as star ratings and comments).
  6. Review the analytics for your online and offline presence: Take the pulse of the engagement with all your brand’s channels, including the virtual traffic to your web site, engagement with your social media feeds, and foot traffic to your physical assets.
  7. See how competitors position themselves: Successful brands serve a unique need in the marketplace. Therefore, you cannot evaluate your brand in a vacuum. Identify your top competitor’s positions in the marketplace and ensure you are not duplicating their value proposition.

What should you do with this information?

Once these seven steps are complete, your brand audit committee should collaborate on identifying gaps and opportunities presented by the data. The results should show which channels are most effective to reach your audience, what messages serve your unique position in the marketplace, and where to invest your marketing dollars to get the biggest bang for your buck. In short, the time and effort invested in your brand audit are sure to yield big dividends. And the branding experts at id8 can help. Contact us today, and we will ensure your brand audit is conducted efficiently, effectively, and gets results.