The Brand Audit

From: The brand checkup.

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 methodology 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 touch points and other ways people experience the brand
• A review of brand communications & messaging
• A review of budgets and investment allocations

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 is the brand 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.