So you’ve got your branding sorted, got your logo, colours and branded imagery, that means you’re done right? Unfortunately not, it’s time for a brand audit.
In order to stay agile and innovative as you grow, it’s important to conduct regular health checks on your brand.
Which is where a brand audit comes in.
This will allow you to take a step back and look at the bigger picture which can help you create a long-term strategy for your business.
An audit can be a valuable exercise as you can get additional information for a broad overview of performance, benchmark competitors or help you make a decision on a rebrand.
What is a brand audit?
A brand audit is a detailed analysis that will enable you to:
• Learn your strengths and weaknesses
• Establish your brand performance
• Understand your current position in the market
• Change your strategy to align more closely with your customers’ expectations
Although you can hire an outside agency to perform your brand audit, we advise that you do your own, no one knows your brand like you. You can do this using a wide range of readily available data.
1. Create a framework
Start by looking at your objectives and mission to create a framework.
You’ll want to consider things like your target customers, your marketing strategy to reach them and your niche.
Other things to include would be your product portfolio, pricing, distribution channels and your competitors.
2. Question your customers
Although you probably have a lot of data from your web and social analytics it’s important to still reach out to your customers to give you the whole picture. This can be done through your website, email campaigns and social media platforms.
We would suggest conducting a survey (we use SurveyMonkey). Include open questions that will allow them to give personalised answers. You probably have plenty of data available from other sources so this will help humanise your audit and give you an understanding the customer experience.
3. Review your web analytics
The traffic to your website is an important tool in your brand audit. You’re probably already monitoring your paid and organic channels, however, you can go deeper to see if the traffic is coming from the markets you’re actively targeting within your industry.
You can also take a look at which channels are driving the most traffic towards your website. Ideally, you want your traffic to come from a range of channels to limit the damage should there be a sudden change in one area. For example, if you were mostly reliant on organic search a Google update could undo all your hard work.
Don’t forget to also take a look at what content is performing best and whether you’re attracting the right traffic.
4. Review social data
Looking at your social media data will give you access to audience data that is not available through other channels.
The demographic information on your social channels will give you a better understanding of your audience. You may even need to re-evaluate your messaging if your actual audience differs from you perceived one.
5. Review sales data
The context provided by an analysis of the entire customer journey can bring out specific areas that are causing problems, or opportunities to further exploit.
You should be reviewing your sales data constantly anyway but looking at them in conjunction with the rest of the audit data can help to identify problem areas or opportunities that you can exploit later.
6. Look at your competitors
It is very unlikely that you are the only business in your niche. So the last step in your brand audit is to take a look at your competitors.
Sign up to their emails, follow them on social media and keep an eye on their website.
This will help you understand your place in the market and give you an idea of what you could be doing better.
You can take inspiration from them their activities but be sure not to simply copy them!
7. Take action and monitor results
All this data should highlight areas that require action. You should be able to put new targets in place with a timeline of when you expect to see results.
Once you’ve taken action, monitor your progress.
And there you have it, 7 steps to a data driven brand audit.
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Have you got a burning question about branding? Let us know in the comments below or check out How to nail your branding blog post.