Brand Audit

One of the most valuable assets in any business is its brand.

A brand isn’t just your logo, and rather it is everything about your business – your values, how you deal with customers, your premises and so on.

Think about a company like Apple, their brand isn’t just the instantly recognisable logo, but it is everything about the business – the Apple experience.  The same goes for McDonald’s.

Your brand is:

• The impression your business has on your customers – every business has a unique impression.
• How your customers feel about you.
• How your company looks to your customers and the public in general
• What is special about the way you deliver your products
• Your attitude to your customers and the wider community.
• The way you promote and advertise yourself.

And yes, importantly, it includes your business’s name and logo.

Knowing what your brand is, is important. It allows you to exploit your business’s strengths and recognise and overcome any weaknesses.

Successful, growing businesses know what their brand is and what their values are.

How?

They manage their brand.  The first step in doing this is to conduct a brand audit.

A brand audit analysis:

1.    An organisation’s brand.
2.    It’s brand management and marketing effectiveness.
3.    It’s also assesses a brand’s strengths, weaknesses, opportunities, and threats.
4.    It’s assists in identifying growth opportunities including those achieved by brand repositioning and brand extension.

A brand audit should improve brand equity, brand positioning, and brand management and marketing effectiveness.

A brand audit will tell you:

1.    The strength of your brand.
2.    What is good about it.
3.    Where it works.
4.    How well your customers can recall it.
5.    Uncover weaknesses and inconsistencies.
6.    Show you where there are opportunities for improvement.

It is most important to compare your perception against that of your customers, and this is usually done via a questionnaire given to a cross-section of your customers.

To put it simply, you might think that your brand is “X” while most of them think it is “Y”.  Likewise, you might think that the most important thing to them is “A”, but your customers think it is “B”.

Remember, knowledge is power and forewarned is forearmed.

A properly completed brand audit will provide you with information to grow your business in a manner that builds on your strengths, recognises and takes action to remedy any weaknesses, and ensures that you are doing matches and meets customer expectations.

Importantly, there is a disconnect between your perception and your customer’s response. You can ascertain the reason for the variance and take action to align them.

At iNet, we have the expertise and experience to help our clients extract the maximum value from their brand through our independent brand audit.

We conduct the entire process and provide you with a written report and recommendations.  We can then assist with implementation.

If you would like to discuss or have any questions relating to any aspect of branding, please call us on 02 9594 1087.

See our working with us page for a better undertaking or read more on our branding services.

For outside the box experience, enquire Online or call us on 02 9594 1087 with confidence.