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.
Communication involves a great strategy. Without a proper strategic communication plan, communication from any position in the organization is bound to fail; from the managers to the subordinates. A great strategy involves setting goals and objectives. Communication starts from within the organization then works its way out to the public. Therefore for any organization to achieve effective communication then employees need to play a major role. Organizations need proper and effective ways of communicating to its employees; because lack of communication means it has lost its core function.
Communication creates a deeper understanding of the brand among employees; because if they do not understand then they break the bridge between the organization and the public. Employees who have positive relationships (high levels of commitment) with their organizations help develop positive relationships with customers and clients. Interaction and communication to employees is critical to the overall functioning of an organization.
Management must be clear in communicating the vision, mission, goals and objectives of the company, both overall and at the departmental level. Each employee needs to understand their role in the vision of the organization. Communication of goals and the objectives of the organization enables each employee to know and understand their role and place in the vision of the organization. This helps the employees to stay positive and productive.
Communication creates a higher level of performance because it causes strong relationships and trust. Both the managers and the employees should be able to provide information and seek information. Work cannot be carried out efficiently if there are communication barriers between the employees or between the employees and the managers.
Increasing engagement through communication is critical for any organization. Communication means that employees feel like they’re part of the team, that they are part of the greater vision, and this brings out their unique strengths which in turn they bring to the work place.
Communication will enable feedback. Feedback is critical in order to establish if indeed the organization is actually communicating and if the message is reaching the right target audience. So when the staff are kept in the loop; the goals, values, and concerns out in the open, they feel that they can give their feedback and therefore the staff stay engaged and in turn translate this to success of the team.
Lack of effective communication causes most problems in organizations. Thus, the process of communication employees and organizations are interlinked, whereby without communication, an organization cannot attain its mission, vision, goals and its objectives.