A brand audit is effectively a health check of the brand. To be able to identify and address problems areas with a net result of helping turn things around and grow the bottom line.A brand audit in an organization helps to determine:
Therefore it’s important to determine how accurate and effective your organizations interactive components (company name and color, tagline, logo, sounds, styles, voice and tone of messaging) are and where you can improve without alienating your current audience. These components can be determined through a number of ways; interviews, reviews, research, observations or surveys.
Surveys are one of the most important tools; they help determine the overall overview of the team’s opinion of your brand. These surveys can be done to both internal and external teams and gives the team a better understanding of the target audience perspective on your identity.
The internal team include your employees, shareholders, investors, and retailers. There are critical questions that are critical during the survey:
External stakeholders include the current customers and potential customers. There are critical questions that should be asked.
A routine brand audit will help monitor the cycle that way the brand remains fresh and relevant and it’s possible to keep track on when to reinvigorate or revitalize before sales start to slip.Remember it’s about establishing your overall position in the marketplace and creating greater consumer awareness