Brand Audit for Improving Brand Strategy: 12 Steps Roadmap
How to Use a Brand Audit to Improve Brand Strategy: A Complete Roadmap
A brand audit is a thorough examination of a brand’s current position in the marketplace. It evaluates brand strengths, weaknesses, opportunities, and threats. Conducting a brand audit helps businesses align their branding strategies with their goals and market conditions.
Understanding Branding
Before diving into the audit, it’s important to understand the foundation of branding.
Brand Concept and Importance
A brand is more than just a logo; it’s the emotional connection a customer feels with a company. For example, think about Apple. People associate Apple with innovation, premium design, and simplicity. Branding helps customers distinguish between competitors.
Components of a Brand
The main components include:
- Brand Identity: How a company presents itself, such as colors, logos, and tone of communication.
- Brand Image: How consumers perceive the brand. For example, Nike’s swoosh logo signifies victory and sportsmanship to its audience.
Core Brand Values
These are the principles that guide the brand. Patagonia, an outdoor clothing brand, values environmental sustainability and social responsibility, which forms the core of their brand identity.
Brand Personality and Archetypes
Brands often have personalities, just like people. For example, Coca-Cola projects a joyful and youthful personality. Archetypes like “The Hero” or “The Caregiver” help brands connect with their target audience on a deeper level.
Brand Relationships and Communities
Building a loyal customer base is crucial. Starbucks has fostered a sense of community through its cafes and mobile app, creating a personal connection with its customers.
Importance of a Brand Audit
1. Evaluation of Brand Performance
A brand audit helps assess how well your brand is doing. Are customers happy? Is the brand gaining recognition? Amazon continuously evaluates its brand through customer feedback to improve its services.
2. Identifying Brand Strengths and Weaknesses
This step involves figuring out what your brand does well and where it’s lacking. For example, Tesla’s strength lies in innovation and sustainability, while a potential weakness might be its higher price point.
3. Improving Brand Positioning
Repositioning a brand might be necessary to meet market changes. Old Spice successfully rebranded itself from an “old man’s” brand to a hip and funny brand, targeting a younger audience.
4. Enhancing Brand Strategies
Companies can update their marketing and operational strategies after identifying areas that need improvement. McDonald’s often revises its strategy to stay relevant to new generations by introducing healthier menu items.
Preparing for a Brand Audit
1. Defining Audit Objectives
Before starting, clear goals must be set. For example, a company like Coca-Cola might conduct an audit to improve customer engagement.
2. Setting Brand Audit Parameters
Decide on the metrics you’ll be evaluating, like customer satisfaction, brand equity, or online presence.
3. Designing Audit Tools
These could be surveys, interviews, or data analytics tools to gather information. Google Analytics is commonly used to assess online brand presence.
4. Assembling a Brand Audit Team
A team of experts from different departments, like marketing, customer service, and finance, can provide varied perspectives.
5. Creating a Brand Audit Schedule
Set a timeline for when and how the audit will be carried out. For example, audits might be performed annually or quarterly.
6. Establishing Data Collection Methods
Data can be gathered through customer feedback, market analysis, or employee interviews.
How to do Internal Brand Audit
An internal brand audit is like a check-up for your brand, but from the inside of your business. It helps you understand how your brand is performing internally, making sure that your employees, brand materials, and communication are all aligned with your brand’s core identity and values. Let’s break down the steps involved in conducting an internal brand audit with simple examples and case studies.
1. Assessing Brand Identity
Start by reviewing your brand identity. This means checking if your logo, colors, tagline, mission, and core values are consistently used and understood by employees across all departments.
Example: Think of Coca-Cola’s red color and its “Happiness” theme. Internally, Coca-Cola ensures that every employee, whether in marketing, sales, or even the finance team, knows that the brand stands for happiness and refreshment. A quick internal survey could reveal if employees connect their daily work to this core brand message.
Data Point: According to a survey by Gallup, companies with well-aligned brand identity internally see 18% higher productivity among employees.
Example: Think of Coca-Cola’s red color and its “Happiness” theme. Internally, Coca-Cola ensures that every employee, whether in marketing, sales, or even the finance team, knows that the brand stands for happiness and refreshment. A quick internal survey could reveal if employees connect their daily work to this core brand message.
Data Point: According to a survey by Gallup, companies with well-aligned brand identity internally see 18% higher productivity among employees.
2. Evaluating Internal Brand Comunication
Next, you need to check how effectively your brand communicates its values and vision to employees. Are internal emails, newsletters, or meetings in sync with your brand voice and culture?
Case Study: Google is known for its open and transparent internal communications, reflecting its values of innovation and collaboration. Employees are encouraged to ask questions during weekly meetings with top executives. This alignment between internal communication and brand values creates a culture of trust and creativity.
Data Point: A study by IBM showed that companies with effective internal communication have 47% higher total returns to shareholders.
Case Study: Google is known for its open and transparent internal communications, reflecting its values of innovation and collaboration. Employees are encouraged to ask questions during weekly meetings with top executives. This alignment between internal communication and brand values creates a culture of trust and creativity.
Data Point: A study by IBM showed that companies with effective internal communication have 47% higher total returns to shareholders.
3. Reviewing Employee Brand Alignment
Your employees are brand ambassadors. It’s important to know if they understand and live your brand values in their daily roles. This step involves getting feedback from employees about how well they understand the brand and how connected they feel to it.
Example: Zappos, an online shoe retailer, is famous for its strong brand culture focused on exceptional customer service. The company trains employees to deliver “wow” moments to customers, aligning their daily tasks with the company’s core value of customer happiness. If you were conducting an internal audit at Zappos, you would ask employees how often they go out of their way to make customers smile and if they feel empowered to do so.
Data Point: According to Harvard Business Review, companies with high employee engagement outperform their competitors by 202%.
Example: Zappos, an online shoe retailer, is famous for its strong brand culture focused on exceptional customer service. The company trains employees to deliver “wow” moments to customers, aligning their daily tasks with the company’s core value of customer happiness. If you were conducting an internal audit at Zappos, you would ask employees how often they go out of their way to make customers smile and if they feel empowered to do so.
Data Point: According to Harvard Business Review, companies with high employee engagement outperform their competitors by 202%.
4. Brand Training and Onboarding
Check if new employees are introduced to the brand properly during onboarding. Do they receive enough training on the brand’s mission, values, and expectations? If not, the internal brand might not be as strong as it could be.
Case Study: Starbucks provides new employees with an in-depth onboarding program called “The Starbucks Experience.” This program helps new hires understand the brand’s history, customer service expectations, and values, such as creating a welcoming environment. As a result, employees feel more connected to the brand and provide better customer service.
Data Point: Research by Glassdoor shows that strong onboarding programs increase employee retention by 82%.
Case Study: Starbucks provides new employees with an in-depth onboarding program called “The Starbucks Experience.” This program helps new hires understand the brand’s history, customer service expectations, and values, such as creating a welcoming environment. As a result, employees feel more connected to the brand and provide better customer service.
Data Point: Research by Glassdoor shows that strong onboarding programs increase employee retention by 82%.
5. Checking Brand Guidelines
A strong internal brand audit also involves reviewing brand guidelines—documents that outline how the brand should be presented in all forms, from emails to marketing materials. Are your employees using these guidelines consistently?
Example: Apple has strict brand guidelines to ensure that every marketing material, presentation, and communication maintains its clean, innovative, and premium image. During an internal audit, Apple might review if teams across the company are following these guidelines to maintain a unified brand image.
Data Point: Companies that follow consistent brand guidelines can see up to a 33% increase in revenue, according to Lucidpress.
Example: Apple has strict brand guidelines to ensure that every marketing material, presentation, and communication maintains its clean, innovative, and premium image. During an internal audit, Apple might review if teams across the company are following these guidelines to maintain a unified brand image.
Data Point: Companies that follow consistent brand guidelines can see up to a 33% increase in revenue, according to Lucidpress.
6. Internal Brand Perception Survey
Conduct an anonymous survey to ask employees how they perceive the brand. Questions could include:
Data Point: A survey by PwC found that 79% of employees believe that company culture impacts their job satisfaction, which directly affects how they represent the brand.
- Do you feel the brand’s values are reflected in the way we work?
- Do you feel empowered to represent the brand in your role?
Data Point: A survey by PwC found that 79% of employees believe that company culture impacts their job satisfaction, which directly affects how they represent the brand.
7. Assessing Internal Brand Experiences
Look at how your internal policies and procedures reflect your brand. Are they aligned with your brand’s values? For instance, if your brand values sustainability, are your office practices eco-friendly? If your brand focuses on innovation, do employees feel encouraged to be creative?
Example: Patagonia, a company known for its commitment to environmental sustainability, ensures that its internal operations align with its brand values. The company provides eco-friendly workspaces and encourages employees to engage in outdoor activities. An internal audit at Patagonia would check if these sustainable practices are still being followed across all departments.
Data Point: Companies that align internal policies with brand values see a 28% increase in employee loyalty, according to Deloitte.
Example: Patagonia, a company known for its commitment to environmental sustainability, ensures that its internal operations align with its brand values. The company provides eco-friendly workspaces and encourages employees to engage in outdoor activities. An internal audit at Patagonia would check if these sustainable practices are still being followed across all departments.
Data Point: Companies that align internal policies with brand values see a 28% increase in employee loyalty, according to Deloitte.
8. Feedback and Improvement
Once the audit is complete, gather all the data and identify areas where the brand is performing well internally and where there’s room for improvement. Present this feedback to leadership and employees, and create an action plan for strengthening internal brand alignment.
Example: After an internal audit, a company like Microsoft might discover that while employees understand the brand’s focus on innovation, they feel less connected to the company’s new sustainability goals. In response, Microsoft could introduce training programs to better communicate these goals internally.
Data Point: A report by McKinsey found that companies that regularly improve their internal brand strategies see a 21% increase in overall performance.
Example: After an internal audit, a company like Microsoft might discover that while employees understand the brand’s focus on innovation, they feel less connected to the company’s new sustainability goals. In response, Microsoft could introduce training programs to better communicate these goals internally.
Data Point: A report by McKinsey found that companies that regularly improve their internal brand strategies see a 21% increase in overall performance.
How to do External Brand Audit
An external brand audit is like getting feedback from the outside world about how your brand is performing. It helps you understand how customers, competitors, and the public view your brand. This type of audit focuses on things that are outside of your business, like customer perception, market trends, and competitor analysis. Let’s walk through the steps to perform an external brand audit with simple examples and real-world case studies.
1. Analyze Customer Perception
This step is about finding out what customers think of your brand. You can collect feedback through surveys, social media, or by checking online reviews.
Example: Imagine you run a clothing brand, and you want to know how customers feel about your latest collection. You could create a simple online survey asking questions like, “How would you rate the quality of our clothes?” and “Would you recommend us to a friend?”
Case Study: Nike constantly monitors customer perception through social media. When Nike introduced a controversial ad campaign featuring Colin Kaepernick, the company closely watched customer reactions. While some were negative, many appreciated the brand’s stand on social justice, which helped Nike increase its sales by 31% in the following days.
Data Point: According to a survey by Qualtrics, 75% of consumers say they would be more loyal to a brand that listens to their feedback.
Example: Imagine you run a clothing brand, and you want to know how customers feel about your latest collection. You could create a simple online survey asking questions like, “How would you rate the quality of our clothes?” and “Would you recommend us to a friend?”
Case Study: Nike constantly monitors customer perception through social media. When Nike introduced a controversial ad campaign featuring Colin Kaepernick, the company closely watched customer reactions. While some were negative, many appreciated the brand’s stand on social justice, which helped Nike increase its sales by 31% in the following days.
Data Point: According to a survey by Qualtrics, 75% of consumers say they would be more loyal to a brand that listens to their feedback.
2. Check Your Brand's Online Presence
Look at how your brand appears on the internet. This includes checking your website, social media profiles, and any mentions of your brand in the news or blogs. You want to make sure your brand looks good online and that the message you’re sending is clear.
Example: If you own a bakery and your website shows delicious images of cakes, but your social media profiles only show random photos, your online presence might be confusing to potential customers.
Case Study: Airbnb does regular audits of its online presence. The company noticed that while its website was polished and professional, some of its local social media pages were inconsistent in tone and lacked the quality of their main brand. By realigning these profiles, Airbnb was able to maintain a strong and consistent global brand image.
Data Point: A report by BrightLocal shows that 93% of consumers read online reviews before making a purchase decision, which means your brand’s online presence is critical.
Example: If you own a bakery and your website shows delicious images of cakes, but your social media profiles only show random photos, your online presence might be confusing to potential customers.
Case Study: Airbnb does regular audits of its online presence. The company noticed that while its website was polished and professional, some of its local social media pages were inconsistent in tone and lacked the quality of their main brand. By realigning these profiles, Airbnb was able to maintain a strong and consistent global brand image.
Data Point: A report by BrightLocal shows that 93% of consumers read online reviews before making a purchase decision, which means your brand’s online presence is critical.
3. Evaluate Competitor Brands
Check out what your competitors are doing. Look at their websites, ads, and customer reviews to see how they compare to your brand. Understanding their strengths and weaknesses can help you improve your own brand.
Example: If you own a fitness studio and notice that a competitor has a more user-friendly app for booking classes, this might be an area where you need to catch up. By comparing what your competitors do better, you can find areas to improve.
Case Study: Coca-Cola regularly monitors competitor Pepsi in terms of product launches, marketing campaigns, and customer engagement. By observing Pepsi’s “Pepsi Challenge” campaign, Coca-Cola was able to adjust its marketing strategy to reinforce its position as the top brand in the soft drink market.
Data Point: A study by Harvard Business School found that companies that monitor their competitors’ strategies see a 10% higher growth rate than those that don’t.
Example: If you own a fitness studio and notice that a competitor has a more user-friendly app for booking classes, this might be an area where you need to catch up. By comparing what your competitors do better, you can find areas to improve.
Case Study: Coca-Cola regularly monitors competitor Pepsi in terms of product launches, marketing campaigns, and customer engagement. By observing Pepsi’s “Pepsi Challenge” campaign, Coca-Cola was able to adjust its marketing strategy to reinforce its position as the top brand in the soft drink market.
Data Point: A study by Harvard Business School found that companies that monitor their competitors’ strategies see a 10% higher growth rate than those that don’t.
4. Review Market Trends
Understanding market trends helps you know where your industry is headed. This means keeping an eye on what customers are buying, what’s popular, and where future opportunities lie.
Example: If you’re in the tech industry, you might notice a growing trend towards eco-friendly products. If customers are increasingly buying energy-efficient gadgets, it might be time for your brand to explore creating green technology to stay relevant.
Case Study: Netflix successfully adapted to changing market trends. As consumer preferences shifted from DVD rentals to online streaming, Netflix quickly shifted its business model and invested heavily in its streaming platform. This forward-thinking approach allowed Netflix to stay ahead of its competitors like Blockbuster, which failed to adapt to this trend.
Data Point: According to McKinsey, companies that consistently adapt to market trends outperform their competitors by 25%.
Example: If you’re in the tech industry, you might notice a growing trend towards eco-friendly products. If customers are increasingly buying energy-efficient gadgets, it might be time for your brand to explore creating green technology to stay relevant.
Case Study: Netflix successfully adapted to changing market trends. As consumer preferences shifted from DVD rentals to online streaming, Netflix quickly shifted its business model and invested heavily in its streaming platform. This forward-thinking approach allowed Netflix to stay ahead of its competitors like Blockbuster, which failed to adapt to this trend.
Data Point: According to McKinsey, companies that consistently adapt to market trends outperform their competitors by 25%.
5. Assess Brand Awareness
Brand awareness is about how well people recognize your brand. You can measure this by looking at how many people are talking about your brand, how often your brand is mentioned online, and how recognizable your logo or products are.
Example: If you run a local coffee shop and people in your area can easily identify your logo or remember your shop’s name, then your brand awareness is strong. But if people confuse your shop with others, it means you need to improve.
Case Study: Apple’s brand awareness is extremely high. People all over the world recognize the Apple logo and associate it with innovation and high-quality products. Apple achieves this by maintaining a consistent image across all its products, advertisements, and retail stores.
Data Point: A report from Nielsen shows that 59% of customers prefer to buy new products from brands they are familiar with, making brand awareness a key factor in business success.
Example: If you run a local coffee shop and people in your area can easily identify your logo or remember your shop’s name, then your brand awareness is strong. But if people confuse your shop with others, it means you need to improve.
Case Study: Apple’s brand awareness is extremely high. People all over the world recognize the Apple logo and associate it with innovation and high-quality products. Apple achieves this by maintaining a consistent image across all its products, advertisements, and retail stores.
Data Point: A report from Nielsen shows that 59% of customers prefer to buy new products from brands they are familiar with, making brand awareness a key factor in business success.
6. Monitor Social Media Engagement
Check how your brand interacts with customers on social media platforms. Are people engaging with your posts? Are they leaving positive comments or reviews? Social media is a great way to see how people are talking about your brand in real time.
Example: If your social media posts about new products are getting lots of likes, shares, and comments, it shows that customers are excited about what you’re offering. But if your posts aren’t getting much attention, you might need to adjust your strategy.
Case Study: Wendy’s, the fast-food chain, is famous for its social media presence, particularly on Twitter. Wendy’s often uses humor and quick-witted responses to engage with customers, making it one of the most followed and talked-about brands on social media. This engagement has helped Wendy’s stand out in a competitive market.
Data Point: Brands with high social media engagement have 88% more sales growth, according to Sprout Social.
Example: If your social media posts about new products are getting lots of likes, shares, and comments, it shows that customers are excited about what you’re offering. But if your posts aren’t getting much attention, you might need to adjust your strategy.
Case Study: Wendy’s, the fast-food chain, is famous for its social media presence, particularly on Twitter. Wendy’s often uses humor and quick-witted responses to engage with customers, making it one of the most followed and talked-about brands on social media. This engagement has helped Wendy’s stand out in a competitive market.
Data Point: Brands with high social media engagement have 88% more sales growth, according to Sprout Social.
7. Check Brand Sentiment
Brand sentiment tells you how people feel about your brand. Are they talking about your brand positively, negatively, or neutrally? Tools like social media listening platforms can help you track brand sentiment.
Example: If customers are leaving lots of positive reviews saying they love your customer service, it’s a sign that your brand has a good reputation. But if reviews are negative, you’ll know you need to improve in certain areas.
Case Study: After launching its “Share a Coke” campaign, Coca-Cola monitored the brand sentiment on social media and found overwhelmingly positive responses. Customers loved seeing their names on Coke bottles, and this personalized experience led to a boost in sales and brand loyalty.
Data Point: A survey by Brandwatch found that 67% of consumers will stop buying from a brand if they have a bad experience, showing the importance of positive brand sentiment.
Example: If customers are leaving lots of positive reviews saying they love your customer service, it’s a sign that your brand has a good reputation. But if reviews are negative, you’ll know you need to improve in certain areas.
Case Study: After launching its “Share a Coke” campaign, Coca-Cola monitored the brand sentiment on social media and found overwhelmingly positive responses. Customers loved seeing their names on Coke bottles, and this personalized experience led to a boost in sales and brand loyalty.
Data Point: A survey by Brandwatch found that 67% of consumers will stop buying from a brand if they have a bad experience, showing the importance of positive brand sentiment.
8. Create an Action Plan
Once you’ve gathered all the information, it’s time to put together an action plan. Identify areas where your brand is performing well and areas where there’s room for improvement. Set clear goals and take steps to improve your brand’s external performance.
Example: If your external brand audit shows that customers are happy with your product quality but want more eco-friendly packaging, you can start looking into sustainable packaging options and let your customers know you’re working on it.
Case Study: After an external brand audit, Lego discovered that parents were concerned about the company’s use of plastic in toys. In response, Lego announced a commitment to make all core products from sustainable materials by 2030. This move not only addressed customer concerns but also strengthened Lego’s reputation as a responsible brand.
Data Point: According to a report by Edelman, 80% of consumers say they are more loyal to brands that address environmental and social issues.
Example: If your external brand audit shows that customers are happy with your product quality but want more eco-friendly packaging, you can start looking into sustainable packaging options and let your customers know you’re working on it.
Case Study: After an external brand audit, Lego discovered that parents were concerned about the company’s use of plastic in toys. In response, Lego announced a commitment to make all core products from sustainable materials by 2030. This move not only addressed customer concerns but also strengthened Lego’s reputation as a responsible brand.
Data Point: According to a report by Edelman, 80% of consumers say they are more loyal to brands that address environmental and social issues.
Online Brand Presence Audit
Website Brand Consistency
Ensure that your website aligns with your brand identity. Amazon maintains a uniform and user-friendly experience on its platform, reinforcing its brand.
SEO Branding
Companies like HubSpot focus on SEO to rank higher on Google, increasing their online visibility.
Social Media Brand Presence
Brands like Wendy’s use social media to maintain a consistent and engaging brand voice, often connecting directly with customers through humorous posts.
Ensure that your website aligns with your brand identity. Amazon maintains a uniform and user-friendly experience on its platform, reinforcing its brand.
SEO Branding
Companies like HubSpot focus on SEO to rank higher on Google, increasing their online visibility.
Social Media Brand Presence
Brands like Wendy’s use social media to maintain a consistent and engaging brand voice, often connecting directly with customers through humorous posts.
Offline Brand Presence Audit
Physical Brand Presence Analysis
This involves evaluating the brand’s presence in physical locations. For example, IKEA maintains consistency in its store layouts worldwide.
Offline Campaign Analysis
Evaluate past offline marketing campaigns. For instance, Cadbury’s Gorilla ad in the UK was an offline campaign that increased brand awareness significantly.
This involves evaluating the brand’s presence in physical locations. For example, IKEA maintains consistency in its store layouts worldwide.
Offline Campaign Analysis
Evaluate past offline marketing campaigns. For instance, Cadbury’s Gorilla ad in the UK was an offline campaign that increased brand awareness significantly.
Brand Audit Analysis
Consolidating Audit Data
All data gathered during the audit must be organized and reviewed. This gives a complete picture of the brand’s current status.
SWOT Analysis
SWOT (Strengths, Weaknesses, Opportunities, Threats) is commonly used by brands like Microsoft to assess where they stand.
Drawing Conclusions and Recommendations
This is the phase where actionable steps are derived from the data collected. For example, Netflix’s SWOT analysis may reveal the need to focus more on international content.
All data gathered during the audit must be organized and reviewed. This gives a complete picture of the brand’s current status.
SWOT Analysis
SWOT (Strengths, Weaknesses, Opportunities, Threats) is commonly used by brands like Microsoft to assess where they stand.
Drawing Conclusions and Recommendations
This is the phase where actionable steps are derived from the data collected. For example, Netflix’s SWOT analysis may reveal the need to focus more on international content.
Brand Strategy Formulation
Segmentation, Targeting, and Positioning (STP)
STP helps brands define who their target audience is and how they should communicate with them. For instance, Colgate targets different toothpaste products for kids, adults, and seniors.
Brand Differentiation Strategies
Brands like Tesla differentiate themselves through their innovative electric vehicles and environmental focus.
STP helps brands define who their target audience is and how they should communicate with them. For instance, Colgate targets different toothpaste products for kids, adults, and seniors.
Brand Differentiation Strategies
Brands like Tesla differentiate themselves through their innovative electric vehicles and environmental focus.
Monitoring and Evaluation
Key Performance Indicators (KPIs)
KPIs measure the success of a brand’s strategies. For example, Google might track user engagement metrics and advertising performance as key indicators of brand health.
KPIs measure the success of a brand’s strategies. For example, Google might track user engagement metrics and advertising performance as key indicators of brand health.
Conclusion: Brand audit for improving brand strategy
A brand audit is essential for keeping a brand relevant and aligned with its goals. It’s like a health check-up for your business. Brands like Coca-Cola, Apple, and Nike consistently conduct audits to stay competitive in an ever-changing market.
By understanding each of these detailed steps, any business can develop a clearer strategy, strengthen its brand, and engage more effectively with its audience.
By understanding each of these detailed steps, any business can develop a clearer strategy, strengthen its brand, and engage more effectively with its audience.
FAQs
The main purpose of a brand audit is to evaluate a brand’s current performance in the market and see how well it aligns with business goals. It helps identify areas for improvement, such as customer perception or market positioning.
A brand audit should ideally be done once a year, but companies in fast-changing industries may perform them more frequently, like every six months, to stay competitive.
A team from various departments—such as marketing, customer service, and sales—should be involved in a brand audit. It can also help to bring in an external expert for an unbiased perspective.
An internal brand audit focuses on evaluating the brand from within the company, like how well employees understand the brand. An external brand audit looks at how customers and the market perceive the brand.
Common tools include customer surveys, social media analytics, website performance data (Google Analytics), and competitive analysis software like SEMrush or Ahrefs to compare with competitors.
Customer feedback helps in understanding how people feel about the brand, what they like, and what they think needs improvement. It’s one of the most direct ways to see how a brand is perceived.
Brand equity refers to the value a brand holds in the minds of consumers, based on their experiences with it. In a brand audit, it helps measure how much a brand is worth in terms of customer loyalty and recognition.
If a company sees declining sales, negative customer feedback, or competitors gaining market share, it’s a good time to conduct a brand audit to figure out the problem.
By identifying a brand’s strengths and weaknesses, a brand audit allows businesses to adjust their strategies, focus on what’s working, and fix what’s not, making the brand stronger in the future.
A brand audit report should include data on brand performance, customer feedback, a SWOT analysis, and actionable recommendations for improving brand strategies, online presence, and customer engagement.
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