What is a Brand Audit and Why Do I Need One?

What is a Brand Audit and Why Do I Need One
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woods creative

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Have you ever thought something was off about your branding and marketing efforts, but you can’t put your finger on it? Are you tired of your marketing efforts not returning results?

Maybe it’s time you consider a brand audit.

What is a Brand Audit?

A brand audit is an assessment tool that can help you analyze your brand’s performance. It looks at its strengths and weaknesses, prioritizes opportunities for growth, and recommends specific brand changes that can be made to improve outcomes.

Having a brand audit in your brand management toolbox is an important step in your overall brand strategy. It provides a brand roadmap for how to align your brand with the brand you want it to be, and how to close gaps between where you are and where you need/want to be.

Why is a Brand Audit Important?

A brand audit can help you understand the brand’s health across a variety of metrics. This ultimately leads to a brand that is more effective; i.e., it has the potential to deliver its brand promise across all brand touch-points, at scale, with consistency and clarity.

When executed correctly, brand audits uncover opportunities for improvement as well as threats to your brand’s health (threats such as brand opportunities, brand strategy, brand management). In addition, they provide a benchmark of where you are now and help brand teams prioritize brand activities that better align brand perceptions with brand equity.

What’s Included in a Brand Audit?

A brand audit can be customized to your company’s unique goals. But here’s a general idea of what components might be evaluated during a brand audit:

  • Brand Identity
  • Brand Mission, Vision, and Values
  • Brand Positioning
  • Brand Touchpoints
  • Brand Perception
  • Brand Metrics
  • Brand Architecture
  • Brand Culture
  • Brand Competitiveness
  • Marketing Campaigns
  • And more

Need a Brand Audit for Your Company?

A brand audit is also an important step to take when embarking on brand transformation. It will help brand teams prioritize, plan for and execute brand changes that may be needed to bring the brand vision to life in a way that employees understand, embrace and support. Are you ready for the next steps in your branding efforts? Discover the power of a brand audit by Woods Creative.

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