In order for your clients to know and understand your product or services, your brand needs to be comprehensive and consistent and for your brand to engage, motivate and increase your consumerism it needs to be strong. Before starting your brand audit you need to have the objectives of the audit, and then understand the internal description of how your brand has been marketed. Then do a checklist for your brand:
Perception of the brand
You need to know if there is consistency of your brand message among your audience and your intended message. This should be about what your brand delivers, and what it should be delivering. Your audience needs to know what your brand stands for and what it has to offer. There are key questions you need to ask about your brand perception:
Note that your brand cannot appeal to everyone; it has to be designed to target a certain group of people, to solve a particular problem.
Value of the Brand
Know and understand your brand. Key questions to ask:
Understand your brands perception, image, reputation and attitude among your consumers. It’s also important to know the value of your brand in terms of pricing.
Competition in the Market
Competition propels us to greater heights and achievements. By knowing what your competitors are doing differently you get to understand what limitations your brand has. This enables you to strategize on how to tackle them.
New trends and market opportunities
Know and understand your market:
Summary of what your brand audit should be able to reveal:
Note: any successful brand audit is built from the inside out; this includes both the internal and external stakeholders.
A brand audit is effectively a health check of your brand; to be able to identify and address problem areas with a net result of helping turn things around and grow the bottom line.
A brand audit will help determine:
This helps you understand the unique aspects of your brand to capitalize on. Your brand strengths could stem from your edge that sets you apart from your competitors.
Your employees are part of your brands strengths. Do you empower your employees? Do you have the right employees working for your brand?
Is your brand adaptive? Is your brand able to adjust according to its environmental conditions? As technology advances; is your brand up to par or is it stuck? Your brand needs to be able to adapt first in its particular industry and to set the pace.
How is your brand interaction with your clients and customers? Satisfied customers and clients are potential marketers.
You will be able to identify what your customers or clients are saying about your brand; this can be done through surveys, questionnaires or even having a suggestion box. This will enable you to receive immediate feedback.