What is Brand Audit and How to Do It? (2023)

The main objective of a brand audit is the revaluation of current branding strategies. A well-conducted brand audit assesses the brand’s recent struggles and advantages in the marketplace. An audit is like a medical check-up that needs to be done once in a while to assure your company’s health.

A healthy and strong brand is your ticket to success. Your corporate brand defines a lot more than you might think. It’s your presence in the market and in the digital landscape.

Turn downsides into opportunities to grow and learn. In this article, you’ll discover what a brand audit is, how to conduct a brand analysis, learn from strategic audit examples, and find a brand audit checklist guaranteed to help you.

  • What is a Brand Audit?
  • When to Start a Brand Audit?
  • Why Do a Brand Audit?
  • How to Execute a Successful Brand Audit?

What is a Brand Audit?

A brand audit is a mechanism where your brand strategy is updated to:

  • Keep up with the times and trends
  • Improve sales and enlarge revenue
  • Establish a stronger customer-company bond
  • Find new ways for innovative solutions

It’s a thorough process and is not just a casual conversation between colleagues on how things are going in their respective departments. Many businesses outsource specialized agencies to conduct audits for them.

When to Start a Brand Audit?

A brand audit is not an impulse decision! Most companies go through it because:

  • Nothing has been done to the branding strategies for an extensive amount of time.
  • There has been a drop in sales.
  • Digital presence and engagement are going down.
  • A significant change in the organization is coming up.
  • The customer loyalty index is low.
  • During a due diligence process, there’s a need to identify cracks and flaws.

An organization can choose to perform brand analysis and audit for reasons other than the ones mentioned or without a particular trigger. Some international and high-profile companies with branches beyond upper management’s control do brand audits as a premature prevention mechanism.

Why Do a Brand Audit?

Don’t wait for the reason to start a brand audit to fall into your laps because it can vary from a minor inconvenience to a disaster of unmeasurable sizes. Be strategic but also remember that there is no textbook right time for it.

(Video) What Is A Brand Audit [+ How It Gets You Clients]

Conduct an audit to measure your success when it comes to:

  • Evaluating your corporate tone
  • Finding inconsistency between sales data and marketing data
  • Identifying the advantages and weaknesses of your brand
  • Initiating competitor analysis in the growing market
  • Understanding and measuring up to the customer feedback

Recommended Reading

  • What is Branding? Why is it Important?
  • Rebranding Strategy: When and How to Rebrand
  • Personal Branding in 2022: 5 Steps to Get Started

How to Execute a Successful Brand Audit?

To execute a successful brand audit, you need to consider 5 core elements: SWOT analysis, branding strategy evaluation and marketing efforts success measurement, visual identity, and brand values examination.

SWOT

First things first, analyze where you are as a company, what is keeping you back, and what can be turned from an opportunity to a strength. Ideally, your strengths and opportunities outweigh the negatives: weaknesses and threats.

It’s not the end of the world if you find even more issues than solid points by the end of this evaluation.

Remember to be honest with yourself if you are the one doing your company’s brand audit. Objectively analyze to go through the process and not regret missing something out later on.

What is Brand Audit and How to Do It? (1)

Branding Strategy

This is your long-term plan on how implementation will be executed and how the goals will be achieved. Your brand strategy will benefit from your SWOT analysis being accurate and reflecting the actual situation. The main questions to ask yourself to develop a complete branding strategy are:

(Video) Tips and Examples on HOW to Conduct a Brand Audit

  • Who are your customers?
  • How do you identify your competition?
  • Do your brand values and objectives match your public identity?
  • Is it easy for a new customer to create a connection with you?

Marketing Efforts

All the improvements done will be overseen by customers if your marketing efforts are not in sync. Marketing efforts are defined as the resources committed by the company towards the advancement of the marketing plan (developed during branding strategy evaluation).

What is Brand Audit and How to Do It? (2)

Resources can be but are not limited to staff, freelancers, activities, technological aids, and more.

Visual Identity

Everything is seen, from flyers to the website, t-shirts, and the office is your visual identity. It’s not limited to anything but “what the eye sees.” The main challenge when developing a visual identity is to keep everything coherent without communicating words. Keep that to your marketing team and focus on the visual story.

Brand Values

Your values define everything mentioned above. Your visuals, branding strategy, and marketing have to be in-tune with the brand values. If you are an innovative tech company, keep in mind to update your office gear every now and then. It’s weird if your employees are still using Windows XP.

It’s not just about the material things, either. If you are a cosmetics company donating to animal shelters but are still testing your products on lab animals, something is wrong. Keep this in mind!
Many international companies, like fast food or chain stores, keep their employees’ tone and visual presentation consistent. This supports the phenomenon of regardless of where in the world you are, McDonald’s is unchanged. Brilliant!

Brand Audit Checklist

Enjoy the convenience of your audit with our brand audit checklist. Get started with your audit steps and ease your brand review process.

(Video) BRAND AUDIT EXPLAINED

What is Brand Audit and How to Do It? (3)

Internal vs. External Audit

All aspects of your brand analysis should not be put into the same bowl. Most importantly, you need to identify which areas of work are internal and which are external. This may differ depending on the company’s field of work.

Internal brand audit needs to look at:

  • Brand values at large
  • Internal communication and employee relations
  • Management and task rotation structure
  • Office culture and practices

The objectives of external analysis are different:

  • SEO management and implementation
  • Social media presence
  • Events, PR, and engagement
  • Marketing efforts

The digital world, which is the primary platform for brand image improvement, “belongs” to Gen Zs and Millennials at large. This means that many conventional and old-school techniques won’t work with them. Authentic products and content, an honest approach, and transparent operations, that’s what the younger generation cherishes.

Customer Relations

All your core values need to be directed towards customer happiness. Otherwise, any money and effort spent on branding won’t pay off if the general public is indifferent. There are several aspects of your communication to consider: factors and variables, industry, audience, and medium.

  • Factors and Variables

With any grand plan, there is a chance of failure. This is due to the fact that no matter how many genius minds work and develop a perfect strategy, there will be setbacks. Factors to keep a close eye on are:

(Video) BRAND AUDIT

  • Quality
  • Perspectives
  • Being First
  • Balanced Communication
  • Positioning and Repositioning
  • Internal Marketing

Considering these eases your further actions, but those don’t come without variables that may intervene. Make sure to monitor if your audience is your customer base, or if you are wasting marketing efforts on people who won’t bring profit in.

Even if your price point is well-thought-out, you need to keep up with what competitors are doing. Your drop in sales can be connected to a clearance that your competitors are having; evaluate your losses early on and have a buffer strategy.

Finally, follow trends and changes in everyday life. Who could have predicted the 2020 pandemic and a year of strict quarantine? Does this mean your company can’t handle and even benefit from a geopolitical change in livelihood? Yes, you can.

  • Industry

No news that a significant variable of your branding audit is the industry itself. Things are changing rapidly, even a mom-and-pop shop down the street is investing in a website and delivery services. Remember that even though you are competitors, you aren’t enemies, and healthy competition benefits everyone on the market.

  • Audience

To have a steady brand foundation, define and maintain a stable relationship with your target audience. Research what makes people interested in your brand. Is it nostalgic? Or, on the contrary, a breath of fresh air? Where can you find and communicate with your audience? Is it Facebook? Instagram? TikTok? Or a newspaper?

What is Brand Audit and How to Do It? (4)

  • Mediums

Talking about social media, and not only, you need to identify the medium through which your customers, and you will sustain a relationship and how newcomers will be attracted. Your target audience is a strong overlay of the company’s customer base and media following.

Choose your mediums wisely! If you are a glass cleaner doing great on TikTok, housewives buying your product won’t see the content you put up. Maybe redirect your efforts towards daytime TV and Facebook?

(Video) What is Brand Audit and How to Do It | Munsus Shortcut

Conclusion

Be mindful when starting a brand audit. There is no standard blueprint to follow, and the brand audit strategy may differ from company to company. Focus on what matters for your company’s success and growth, define your metrics, and objectives.
Use a brand audit checklist to help you, read up on useful content, and remember that no one knows your company better than you!

FAQs

Why do we do brand audit? ›

The purpose of a brand audit is to ascertain how your business is performing in the eyes of your customers. It offers you the following benefits: Helps you to determine the positioning of your business and to plan corrective strategies. Empowers you to discover the strengths and weaknesses of your business.

When should you do a brand audit? ›

If you've already decided to rebrand your company, a brand audit should be one of the first steps in the process. Before you can get to the business of repositioning your brand, reimagining your logo, or redesigning your website, you need to know where your current brand stands within the competitive landscape.

What two steps does a brand audit consist of? ›

The 2-Step Process to Conduct a Personal Brand Audit
  • Determine Your Unique Brilliance Proposition. In sales, there's a concept called the unique selling proposition, which comprises the characteristics that make one company or product stand out from competitors. ...
  • Craft Your Internal Definition of Success.
5 Apr 2019

How do you evaluate a brand? ›

6 Methods to Measure Your Brand's Value
  1. Cost-Based Valuation. This method calculates brand value based on how much it costs to build the brand. ...
  2. Market-Based Valuation. ...
  3. Income-Based Valuation. ...
  4. Customer-Based Valuation. ...
  5. Net Promoter Score (NPS) Valuation.

What is brand audit PDF? ›

Brand audit. A brand audit is “a comprehensive examination of a brand to find brand equity” (Keller, 1993). e purpose of a brand audit is to study what consumers want from a product as. well as what they currently know about the brand in order to profile potential customers.

Is SWOT analysis a brand audit? ›

Also, consider conducting a SWOT analysis for your brand. A SWOT analysis is a system that will help you find the strengths, weaknesses, opportunities and threats to general or specific areas of your brand. Here's a SWOT analysis template to add to your brand audit.

What is brand audit report? ›

A brand audit is a thorough examination of a brand's current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of your brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments.

What are the steps to be followed for successful brand audit? ›

Take action and monitor results. A brand audit should highlight areas for action. A detailed plan of findings should be followed by a series of actionable targets, with a timeline of expected results. After you have taken action on each area, monitor progress and results.

How do you do a digital brand audit? ›

How to Perform a Digital Brand Audit
  1. Put a Framework in Place. As with most things, good planning is key to a successful digital brand audit. ...
  2. Analyze Your Social Media. ...
  3. Focus on Website and Analytics. ...
  4. Take Your Target Audience's Viewpoint. ...
  5. Check the Market. ...
  6. Analyze Your Findings and Take Necessary Action.
28 Dec 2020

What is a brand audit Keller? ›

A brand audit is “a comprehensive examination of a brand to find brand equity” (Keller, 1993).

How do you create a brand inventory? ›

How to Take a Brand Inventory
  1. STEP 1: List your target audience and goals. Your why should guide your brand. ...
  2. STEP 2: Start with your brand guideline. ...
  3. STEP 3: Assess your website. ...
  4. STEP 4: Find all your brand touch points. ...
  5. STEP 5: Make a to-edit list. ...
  6. STEP 6: Create a schedule.

What is the first step of brand audit? ›

Brand Audit Step 1: Create Brand Summary

The first step in your brand audit process is to create a brand summary. If you've completed a written brand strategy, this is simply a list of the key components. You'll use this to compare to the results of your internal and external surveys.

What are elements of a brand? ›

The Six Elements of a Brand
  • Brand voice.
  • Brand identity.
  • Brand promise.
  • Brand values.
  • Brand targeting.
  • Brand positioning.
7 Aug 2020

How do you audit a personal brand? ›

To create a personal brand plan for the year ahead, you first need to begin with a review of what you are already known for.
  1. Part 1: do it yourself.
  2. Part 2: ask your network.
  3. Part 3: review the results.
26 Dec 2019

What is the brand strategy? ›

A brand strategy is the holistic approach behind how a brand builds identification and favorability with customers and potential customers. A brand strategy encompasses several different brand elements like voice, storytelling, brand identity, brand values, and overall vibe.

What are brand core values? ›

Brand core values are the essence of what makes a brand unique, superior, special, differentiated, valuable, and successful. Together with the brand stylistics, the brand core makes up the personality of a brand. A brand core serves to differentiate from competing brands and forms the basis of all brand activities.

What is brand audit with examples? ›

A brand audit helps brands assess their strengths and weaknesses, identify areas for improvement, and develop a plan to strengthen their brand identity. Brand audits include both internal branding elements, like mission statement and values, and external elements, like social media, PR, etc.

What do you see as the biggest challenges in conducting a brand audit? ›

A brand audit is a customer-focused strategy that allowsthem to improve and leverage brand equity. There can be many challenges within conducting a brand audit. I think one of the biggestchallenges is trying to understand the meaning of the brand.

What is brand portfolio example? ›

What is a brand portfolio? A brand portfolio is the collection of smaller brands that fall under a larger, overarching 'brand umbrella' set by a firm, company, or conglomerate. For instance, The Coca Cola Company's brand portfolio encompasses brands like Sprite, Fanta, and Powerade in addition to its flagship beverage.

How do you measure brand equity? ›

Ways to measure brand equity through related financial aspects include:
  1. Price premium over competition.
  2. Local store sales.
  3. Average transaction value.
  4. Customer lifetime value.
  5. Rate of sustained growth.
13 Aug 2019

What is a brand review? ›

A brand review is all about taking stock of where you are to make sure your brand, your message and your visual identity still resonate with your target audience and communicate who you are. It can help you understand where you are and what you need to do to move your brand and business forward.

What is brand identity? ›

Brand identity is the visible elements of a brand, such as color, design, and logo that identify and distinguish the brand in consumers' minds. Consistent marketing and messaging lead to consistent brand identity and, therefore, consistent sales.

How do you overcome challenges in brand audit? ›

Get to know your customers and what they think of your brand and competitors. Make sure you understand what your customers like and what they don't about your main competitors, and do not repeat their mistakes. You can improve your research by including a group of partners and influencers.

What is brand assessment? ›

A brand assessment provides an opportunity to evaluate the strength of your brand, to underscore the value of your brand with customers, and to reposition the brand, if necessary, to reflect changes in the marketplace. What's more, it helps you and your staff recommit to the vision and goals of the business.

What is a brand inventory? ›

A brand inventory is simply gathering everything that has been created in support of marketing your business's products or services. Obviously, it's easy to recognize just how long that list can be and how big a task it is. But it's not impossible.

What is digital brand audit? ›

A detailed brand audit helps a brand understand where it ranks in search, its engagement in social media, and where it stands against its competitors. A brand can devise more effective strategies that can align its products or services to its designated target audience.

What is the responsibility of brand manager? ›

Brand managers are responsible for overseeing any aspect of marketing that has to do with a company's brand, and ensuring that all branding decisions ultimately result in stronger sales. To achieve that alignment, brand managers tend to work with multiple areas of marketing, like research, content, social, and design.

What is brand positioning? ›

Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.

What are the 5 levels of brand familiarity? ›

Along with different levels of involvement in purchase decisions, there are also different levels of brand familiarity - five of them, to be specific: brand insistence, brand preference, brand recognition, brand non-recognition, and brand rejection.

What are the 6 brand building blocks? ›

According to the model, there are six positive "brand feelings" customers can get from a product or service they use: warmth, fun, excitement, security, social approval, and self-respect.

What are 4 categories of brand resonance? ›

How the Brand Resonance Pyramid Works
  • Layer 1: Identify. The first layer or the foundation of the pyramid is Brand Salience. ...
  • Layer 2: Meaning. The second layer has two parts; Brand Performance and Brand Imagery. ...
  • Layer 3: Response. The third layer consists of the customer response. ...
  • Layer 4: Relationship.

What is it called when two brands work together? ›

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. Also known as a brand partnership, co-branding (or "cobranding") encompasses several different types of branding collaborations, typically involving the brands of at least two companies.

What is brand equity model? ›

Brand equity models are designed to establish the way in which brand value is created for a brand. Each of the brand equity models offers a deep insight into the brand value concept and the ways to evaluate it. Brand equity models are used to design marketing strategies at various stages.

What is brand value chain? ›

What is a brand value chain? A brand value chain dictates the process, from start to finish, of how a brand creates value. Using a brand value chain model guides a company through necessary steps needed to improve their value. Though these models seem linear, they often vary.

How can brand audits help to build brand equity? ›

A brand audit helps you identify your target market, build customer loyalty by producing products and services tailored to their needs, and ultimately, increase the return on investment for your business.

What means brand awareness? ›

Brand awareness is a general term that describes how familiar (aware) consumers are with a brand or its products. Put simply, brand awareness is the measure of how memorable and recognizable a brand is to its target audience.

What are characteristics of good brand name? ›

A good brand name should have following characteristics:
  • It should be unique/distinctive (for instance- Kodak, Mustang)
  • It should be extendable.
  • It should be easy to pronounce, identified and memorized. ...
  • It should give an idea about product's qualities and benefits (For instance- Swift, Quickfix, Lipguard.)

What are the 4 steps of branding? ›

If you are part of a marketing team tasked with building your company's brand, you can follow these four steps:
  • Determine your target audience.
  • Position your product and business.
  • Define your company's personality.
  • Choose a logo and slogan.

What are the 7 steps to brand identity? ›

Article: 7 Steps to building a brand identity
  1. It all begins with an idea! ...
  2. Look to the future. ...
  3. Know the competitors in your market. ...
  4. Choose a tone of voice to fit your product and market. ...
  5. Don't mimic others that do it well – make your own mark. ...
  6. Don't just rest on your logo. ...
  7. Be consistent and bold.

What are the 7 brand elements? ›

These seven elements of a strong brand will help you cultivate a strong, positive brand image to tell the world the right story.
  • Purpose-driven. ...
  • Unique. ...
  • Knows its target market. ...
  • Stays on-brand at all times. ...
  • Authentic. ...
  • Thick-skinned.
2 May 2018

What are elements of a brand? ›

The Six Elements of a Brand
  • Brand voice.
  • Brand identity.
  • Brand promise.
  • Brand values.
  • Brand targeting.
  • Brand positioning.
7 Aug 2020

What is brand audit with examples? ›

A brand audit helps brands assess their strengths and weaknesses, identify areas for improvement, and develop a plan to strengthen their brand identity. Brand audits include both internal branding elements, like mission statement and values, and external elements, like social media, PR, etc.

What is brand audit discuss the steps in brand audit? ›

A brand audit is a thorough examination of a brand's current position in the market compared to its competitors and a review of its effectiveness. It helps you determine the strength of your brand together with its weaknesses or inconsistencies and opportunities for improvement and new developments.

What is the brand standard audit in Marriott? ›

Marriott International has set an annual inspection of each and every property as part of its Quality Assurance compliance policy. The Brand Standard Audit (BSA) calls for a yearly inspection of the hotels.

What is a brand audit? ›

A brand audit is a checkup that evaluates your brand's position in the marketplace, its strengths and weaknesses, and how to strengthen it. A brand audit should cover three areas: Internal branding — your brand values, mission, and company culture.

What are the 4 steps of branding? ›

If you are part of a marketing team tasked with building your company's brand, you can follow these four steps:
  • Determine your target audience.
  • Position your product and business.
  • Define your company's personality.
  • Choose a logo and slogan.

What are the 7 steps to brand identity? ›

Article: 7 Steps to building a brand identity
  1. It all begins with an idea! ...
  2. Look to the future. ...
  3. Know the competitors in your market. ...
  4. Choose a tone of voice to fit your product and market. ...
  5. Don't mimic others that do it well – make your own mark. ...
  6. Don't just rest on your logo. ...
  7. Be consistent and bold.

How do you audit a product? ›

How to Conduct a Product Content Audit
  1. Identify your goal. Before you start your audit, it's important to decide exactly what you want to achieve. ...
  2. Choose your retailers. ...
  3. Choose your products. ...
  4. Understand consumer search behavior. ...
  5. Create a rubric. ...
  6. Audit your content. ...
  7. The OneSpace Audit Process.

How do you do a digital brand audit? ›

How to Perform a Digital Brand Audit
  1. Put a Framework in Place. As with most things, good planning is key to a successful digital brand audit. ...
  2. Analyze Your Social Media. ...
  3. Focus on Website and Analytics. ...
  4. Take Your Target Audience's Viewpoint. ...
  5. Check the Market. ...
  6. Analyze Your Findings and Take Necessary Action.
28 Dec 2020

What is a brand audit Keller? ›

A brand audit is “a comprehensive examination of a brand to find brand equity” (Keller, 1993).

Is SWOT analysis a brand audit? ›

Also, consider conducting a SWOT analysis for your brand. A SWOT analysis is a system that will help you find the strengths, weaknesses, opportunities and threats to general or specific areas of your brand. Here's a SWOT analysis template to add to your brand audit.

How do you create a brand inventory? ›

How to Take a Brand Inventory
  1. STEP 1: List your target audience and goals. Your why should guide your brand. ...
  2. STEP 2: Start with your brand guideline. ...
  3. STEP 3: Assess your website. ...
  4. STEP 4: Find all your brand touch points. ...
  5. STEP 5: Make a to-edit list. ...
  6. STEP 6: Create a schedule.

How do you measure brand equity? ›

Ways to measure brand equity through related financial aspects include:
  1. Price premium over competition.
  2. Local store sales.
  3. Average transaction value.
  4. Customer lifetime value.
  5. Rate of sustained growth.
13 Aug 2019

Who is Marriott's auditor? ›

"We are pleased to select Ernst & Young as our independent auditor," said Arne M. Sorenson, executive vice president and chief financial officer of Marriott International.

What is QA in a hotel? ›

Hotel quality assurance (QA) checklists are lists of tasks hotels rely on to maintain high quality of services and amenities. Hotels create checklists for standardizing front desk services, performing general maintenance, cleaning rooms, and training staff, along with checklists for full-service amenities.

What kind of brand is Marriott? ›

Marriott is the largest hotel chain in the world by the number of available rooms. It has 30 brands with 8,000 properties containing 1,423,044 rooms in 131 countries and territories. Of these 8,000 properties, 2,149 are operated by Marriott, and 5,493 are operated by others pursuant to franchise agreements.

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