The value of a brand audit
A brand audit offers a helpful way to get to know how your audience perceives and responds to you. It provides insights into your brand's strengths and reveals the possibilities for growth.
Your brand is what distinguishes you from your competitors, but how can you be sure it’s compelling and memorable? Here, I've outlined what you need to know about a brand audit, and how it can support you. I've also created a handy guide with prompts for you to work through at your own pace.
What is a brand audit?
In essence, a brand audit is an analysis of how effectively your business, product or service is performing. Surveys, reviews and analytics can be so useful in identifying the next steps to strengthen your approach, but conducting an audit allows you to look your brand through the eyes of your client or reader, and get a grip on your impact.
My favourite thing about an audit is the clarity it brings, and with occasional check-ins, you can more easily shift and shape your strategy, style and story as you go.
Download the brand audit template >
Why do you need a brand audit?
The better you understand your aspiration, your current position and your audience, the easier it becomes to align them and identify opportunities to build your brand.
Here are some of the key benefits:
A brand audit is a health check that offers a clear picture of how your brand is seen and felt.
It provides an analysis of where you are, where you wish to be, and how to bridge that gap.
The results will highlight which aspects of your brand are effective and which need refining.
You can use this as an opportunity to engage with your audience and gather their views.
User feedback can help to clarify the value you offer and guide your choices on whether to pivot or refine.
When to conduct a brand audit?
Brand audits are helpful in various scenarios, and regular evaluations can enable you to spot shifts in audience needs and emerging trends, and shape your brand around them.
Here are some examples:
When considering a rebrand or a refresh
To gather proof for a shift in strategy or style
During a branding project to determine direction
To create a new business, product or service
When attempting to attract a new audience
Conducting a brand audit in these situations can give you the freedom to be proactive rather than reactive, make informed decisions about the direction of your brand, and align those choices with your vision, purpose and beliefs.
Download the brand audit template >
Once you’ve completed this, you might find it helpful to return to your branding checklist.