If you find yourself answering “yes” to all of these questions, your brand communications program is likely doing its job. On the other hand, if you find yourself answering “no” to any of these, you may want to consider a more comprehensive diagnosis strategy, like a brand audit.

If you Google the words “Brand Audit,” you’ll find that just about everybody defines it differently. Some suggest a brand audit to be simply a visual audit of marketing materials. Others claim that a review of verbal expressions of the brand should be included. Some require complex quantitative studies, while others rely on qualitative research methodologies.

Regardless of the methodologes that are ultimately judged to be appropriate for the brand in question, we recommend that every brand audit include a close examination of some, or all, of the following:

• The brand perceptions of external partners and customers
• The brand perceptions of internal stakeholders
• A review of competitors and their brand communications strategies
• A 360 degree review of direct touch points and other ways people experience the brand
• A review of brand communications & messaging
• A review of budgets and investment allocations