Brand auditing is not as complicated as many people perceive it to be. Nevertheless, it is the only process that can help your business analyse the marketing strategies in place. While the process can take quite some time and create anxiety, the outcome can be priceless and extremely enlightening.
10 Step plan on how to do a strategic brand audit
Here are the steps to follow for an effective brand audit:
1. Know what you are auditing
You cannot measure what you do not know! The first step is to determine the brand goals and objectives. You need to understand the types of targets you have at hand and what needs to be done to meet them.
When you identify your objectives, you are likely to determine the external and internal factors that align with the brand’s pending goals. Objectives serve as a roadmap, to guide a brand and ensure that all the efforts are geared towards the brand’s achievements. This prevents misuse of any available resources.
2. What are your marketing assets?
Look at the brand’s consistency with marketing its assets. What methods of marketing is the brand using and what drives more sales. Are the marketing techniques in line with the brand’s terms of service and goals? How are marketing materials being distributed to other team members?
Understanding the internal marketing process helps you Identify how to engage with the customers. It is vital to ensure that the marketing materials reflect on the brand’s goals.
3. What is your marketing positioning?
Look at your brand’s key performance indicator using your goals and objectives. Compare them with those of your industry competitors and see what conclusion come you up with. Such comparisons help you identify brand weaknesses, achievements, areas to work on and more.
Marketing positioning helps you determine the competitive areas that relate to your business objectives. This enables you to come up with proper marketing strategies to take the business where it needs to be.
4. What is new in the market?
New trends and events emerge day and night. This significantly affects business in different ways. It would be best if you stayed on top of your industry’s trends and developments to offer relevancy to your customers. Customers are always looking for new values. Check if your brand has means of identifying new trends and events in the industry.
5. Evaluate your communication
Communication or customer engagement is the key to building brand awareness and loyalty. Here is what to looks at:
- Is your brand communicating value to its target audience?
- Is your brand using the proper communication channel that resonates with your audience?
- Is your brand communication giving people reason enough to choose it over your competition?
- How often does your brand communicate with its customers and target audience?
6. Look into social media
Each social media features analytic tools that can help you determine your success with social media marketing. Identify the type of customers that engage with you on social media; check what they have to say about your brand.
7. What about your employees
Employees are the key factor in customer engagement. Customer engagement is vital for any brand growth and visibility. If your employees do not understand the brand’s vision, goals and intentions, they will not deliver when it comes to customer relationship building. Here are some questions which you can use to audit your employees about the brand:
- What is the brand’s main objective?
- How do you deliver in line to our brand’s vision?
- What are the common problems that our brand deals with?
- What can you improve in our brand?
8. Customer surveys
Brands cannot exist without loyal customers. Customer feedback is vital in determining what people say about your brand. You should be able to identify the brand’s weaknesses, strengths and areas where you need to better so as to tap into new customer opportunities.
There are several ways to gather customer feedback: the most useful include, questionnaires, product reviews, surveys and one on one customer engagements.
9. Review your results
By this time, you have gathered enough information to help you figure out several things about your brand. Check which aspects of your brand are doing well and which ones need work. There are also some aspects of your business that need total amendments, determine those too!
10. Plan to take action
The only way to change the areas that are not doing well in your business is to come up with ways of making changes. An action plan is needed for fine-tuning your brand to where it needs to be. Remember, it is almost impossible to do anything without a plan. Your project should be able to take care of all the key areas that need to change.
One of the purposes of a brand audit is to come up with actions that will help make the brand a success in its industry. Every review finding should be accompanied by work and details of how to execute it.
Finally, monitor progress to know how close you are to achieving your goals before the next audit. Remember, every progress towards the right direction, however, how small is worth celebrating. It may take time to see the positive results of your audit, but as long as you keep implementing your plan, you should not get worried.
Lastly on brand auditing
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