How to Conduct a Brand Audit

Corporate branding is used by businesses to form an image for their customers. Creating a brand is part art and part science. A good brand evokes an emotional response that entices a connection and forms a memory. Periodically, companies perform a brand audit in order to see where their brand stands in the marketplace. It can be performed at any time, but is particularly helpful when a company is considering a new service line, brand adjustment or marketing plan. While it is possible for a company to do an audit in-house, sometimes a professional and objective eye is a better choice. 

 

Since a brand is how an entire company is portrayed, it affects both internal and external image. The process starts with scrutinizing that image. The brand values, culture, positioning, brand promises, essence, and voice are researched and analyzed. The results provide a picture of the brand as it is perceived by the general public, leads, and current customers. If a company knows they are starting an overhaul of their corporate branding, it is helpful to do an audit both before and after the launch, to see the difference the rebrand has made.

During the audit, every marketing channel is reviewed to see how effectively the brand is being promoted externally. Consistency is key on the website, social media accounts, community sponsorships, marketing collateral, public relations, events and trade shows, and any other methods used. All external promotions of the brand should be cohesive and play their individual part to promote the corporate branding as a whole.

The internal systems are also important to examine, in order to identify how the brand image is integrated into the working culture. The brand values should be in line with the company values. HR policies, customer service, and the sales process are areas in which the brand standards can be applied. Corporate branding is more than just outward appearance. The most effective companies apply that identity internally.

After a thorough and objective survey of the brand, the information is compiled into a report. It outlines areas of potential, areas of success, and how to best move forward. Before making major decisions to a company brand, it is important to know how effective the current brand is. Some brands have enduring strength and don't need help. Other times, they need to be adjusted to realign with the changing world, or business focus.

If you would like to learn more about corporate branding in the Dallas area, visit Creative Options.