When it comes right down to it, however, the size and scope of a brand audit should be defined by the brand situation. Here are the determining factors:

• How much of an investment in a brand audit is practical?
• How many people need to be involved?
• What category does the brand compete in and how crowded is it?
• How big is the brand in comparison to its competitors?
• How far does the brand reach geographically?
• How is the brand sold, and how is it purchased?
• Who are the brand’s customers and channel partners?
• Where is the brand in its lifecycle?
• How well is the underying business doing?

By answering these questions in advance, the brand audit is sure to deliver the kind of answers that you are looking for: informative, insightful and actionable information to help you build brand advocacy.