Brand audits are a very useful tool for brand strategists or business leaders who want to assess the effectiveness and perception of their brand.
A brand audit is essentially a checkup on the state of a brand. It assesses a brand’s strengths and weaknesses and where it sits in relation to competitors.
As a professional brand builder, knowing the brand audit process can help you uncover opportunities for your own brand or your clients.
This guide explains what a brand audit is, why they’re so important and a step-by-step process of conducting them.
What Is A Brand Audit [+ How It Gets You Clients]
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What Is A Brand Audit?
In reality, you could just as easily replace the word “audit” with “assessment,” “analysis,” or any other word from this semantic field.
The point is that a brand audit is a concerted effort to step back and get a holistic view of a brand’s performance.
Its purpose is to find areas for improvement in the brand strategy through a classic SWOT-type analysis.
Generally speaking, it assesses three categories:
Internal branding — the mission statements, brand values, and company culture
External branding — the logo, advertising and marketing materials, public relations, website, social media accounts, email marketing, and content marketing
Customer experience — the customer journey, sales process, support, and customer service policies
If asked to do a brand audit, you’ll need to measure performance in these areas in relation to competitor brands.
The critical point of this analysis is to identify areas to possibly steal a march on other brands within the competitive marketplace.
After a successful brand audit, brand strategists or brand managers will benefit from a comprehensive understanding of all brand elements. They’ll then present these findings in a brand audit report that will recommend new marketing strategies to improve brand performance.
When To Do ABrand Audit
A brand audit can be a rather large undertaking, but the rewards are there.
A brand audit provides valuable insights for several situations.
In fact, you shouldn’t make any significant brand strategy moves without the audit of any existing brand.