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Brand Audit
Brand Strategy
Competitive Analysis
Marketing Strategy
Brand Positioning
Brand Audit
Brand Strategy
Competitive Analysis
Marketing Strategy
Brand Positioning
ARTICLE #97
How to conduct a successful brand audit which ensures growth?
Brand Audit
Brand Strategy
Competitive Analysis
Marketing Strategy
Brand Positioning
Brand Audit
Brand Audit
Brand Strategy
Competitive Analysis
Competitive Analysis
Marketing Strategy
Brand Positioning
Written by:
7 min read
Updated on: August 23, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Brand audits rarely top anyone’s list of fun conversation topics, yet ignoring them can mean missing valuable clues or dealing with bigger hassles later on. According to industry data, organisations that routinely evaluate their brands achieve revenue growth around 33% higher than average. That’s not a bad boost for simply checking your fundamentals from time to time.
Consider it a crucial tune-up. You wouldn’t wait until the engine clanks to finally look under the bonnet, so why do that with your brand? By examining everything from logos to public perception, you’ll catch hidden pitfalls early and find untapped strengths worth amplifying. A thorough audit offers a clearer path forward, and it can put your business several steps ahead of competitors that rely on guesswork. Let’s see how that works in practice.
Brand audits rarely top anyone’s list of fun conversation topics, yet ignoring them can mean missing valuable clues or dealing with bigger hassles later on. According to industry data, organisations that routinely evaluate their brands achieve revenue growth around 33% higher than average. That’s not a bad boost for simply checking your fundamentals from time to time.
Consider it a crucial tune-up. You wouldn’t wait until the engine clanks to finally look under the bonnet, so why do that with your brand? By examining everything from logos to public perception, you’ll catch hidden pitfalls early and find untapped strengths worth amplifying. A thorough audit offers a clearer path forward, and it can put your business several steps ahead of competitors that rely on guesswork. Let’s see how that works in practice.
Why do we need brand auditing?
Why do we need brand auditing?
A brand audit is more than some dull corporate task on your to-do list. It’s your chance to pause, zoom out, and figure out what needs a tune-up—or a total overhaul. In fact, according to industry research, businesses that conduct consistent brand evaluations often see 33% higher revenue growth than those that don’t. It's not too shabby for what basically amounts to a health check.
To assess brand health
Your business might look like it’s glowing on the outside, but a routine brand check-up can reveal hidden trouble spots or highlight untapped strengths you didn’t realise you had. It’s like a quick doctor’s visit: you walk in feeling great, and sometimes you learn that one or two vitamins could help you perform even better.
Performance review: Look at your sales, market share, and what customers say about you. Are you picking up speed or at risk of stalling?
Competitive analysis: Peek at what your rivals are doing, spot gaps in their game, and swoop in with something better.
Customer perception: Tap into polls, surveys, or social media chatter. People aren’t shy when it comes to telling you what they love—or don’t.
Brand messaging consistency: Check that all your platforms share the same voice and visuals. Nothing says “disconnected” like a laid-back Twitter feed and a formal-as-a-tuxedo website.
SWOT assessment: Know your strengths, tackle your weaknesses, keep an eye on fresh opportunities, and handle looming threats before they hurt your bottom line.
To stay ahead of competitors
Competition can feel overwhelming in a saturated market, especially with fresh brands emerging daily. A thorough brand audit reveals the angle that sets you apart whether that means adopting trends quickly, offering a unique service, or engaging audiences effectively. It also shows where rivals fall short, giving you a chance to fine-tune your approach. By staying proactive, you limit surprises and give customers a reason to stick around than jump ship.
To point out areas for improvement
A brand audit isn’t just a high-five session; it’s where you locate the messy corners. Maybe a product line is underwhelming, or customer feedback hints at slipping satisfaction. Perhaps there’s an emerging trend you’ve overlooked altogether. Pin down the weak spots, fix them fast, and you’ll see a better return on your marketing investments. Adjusting the right details can transform a decent brand into one that consistently outperforms the competition.
A brand audit is more than some dull corporate task on your to-do list. It’s your chance to pause, zoom out, and figure out what needs a tune-up—or a total overhaul. In fact, according to industry research, businesses that conduct consistent brand evaluations often see 33% higher revenue growth than those that don’t. It's not too shabby for what basically amounts to a health check.
To assess brand health
Your business might look like it’s glowing on the outside, but a routine brand check-up can reveal hidden trouble spots or highlight untapped strengths you didn’t realise you had. It’s like a quick doctor’s visit: you walk in feeling great, and sometimes you learn that one or two vitamins could help you perform even better.
Performance review: Look at your sales, market share, and what customers say about you. Are you picking up speed or at risk of stalling?
Competitive analysis: Peek at what your rivals are doing, spot gaps in their game, and swoop in with something better.
Customer perception: Tap into polls, surveys, or social media chatter. People aren’t shy when it comes to telling you what they love—or don’t.
Brand messaging consistency: Check that all your platforms share the same voice and visuals. Nothing says “disconnected” like a laid-back Twitter feed and a formal-as-a-tuxedo website.
SWOT assessment: Know your strengths, tackle your weaknesses, keep an eye on fresh opportunities, and handle looming threats before they hurt your bottom line.
To stay ahead of competitors
Competition can feel overwhelming in a saturated market, especially with fresh brands emerging daily. A thorough brand audit reveals the angle that sets you apart whether that means adopting trends quickly, offering a unique service, or engaging audiences effectively. It also shows where rivals fall short, giving you a chance to fine-tune your approach. By staying proactive, you limit surprises and give customers a reason to stick around than jump ship.
To point out areas for improvement
A brand audit isn’t just a high-five session; it’s where you locate the messy corners. Maybe a product line is underwhelming, or customer feedback hints at slipping satisfaction. Perhaps there’s an emerging trend you’ve overlooked altogether. Pin down the weak spots, fix them fast, and you’ll see a better return on your marketing investments. Adjusting the right details can transform a decent brand into one that consistently outperforms the competition.
Steps to conduct a brand audit
Carrying out an audit doesn’t mean to handle a lot of spreadsheets and endless meetings. A structured approach helps you dig into essential details without drowning in data. Below is a simple breakdown and truly proven methods you can adapt, whether you’re a two-person start-up or a large corporation aiming for a sharper brand presence.
Define your brand identity
Start by looking inward. What does your brand stand for? What values do you hold dear? What do you want people to think about when they see your name or logo? Evaluate whether these qualities remain evident in your everyday communications. If your stated vision conflicts with how you appear online, customers will pick up on the contradiction. Clarifying brand identity at this stage helps anchor each subsequent step.
Analyse your brand inventory
Next, create a catalogue of all your digital brand assets, from logos and websites to product packaging and email signatures. Is there a consistent style running through them, or do they clash in tone and design? Factor in any brand guidelines you already have; if they’re gathering dust, breathe life back into them. The clearer your visual and verbal identity, the easier it is for people to connect with your organisation.
Do a market analysis
Conducting a market analysis supplies a clearer perspective on your surroundings. Which buyer segments are you attracting, and are they the ones you aimed for originally? Keep an eye on broader industry movements to see where demand may be shifting. Do prospective customers crave more eco-friendly options, or do they value convenience above all else? Monitoring these factors helps you pivot strategically, rather than blindly producing goods or services nobody particularly wants.
Gather customer feedback
Customers hold the ultimate vote on your brand’s worth. By really listening to what they say in reviews, polls, or casual social media comments you’ll discover exactly which qualities they appreciate, and which areas need adjusting. Sometimes the issue isn’t your product at all; it could be poor customer service or confusing policies. Gathering genuine opinions guides your next moves, ensuring you invest energy where it makes the biggest impact for overall satisfaction.
Competitor analysis through benchmarking
Studying your rivals goes beyond snooping; it’s about learning what drives their achievements or setbacks. Identify your main contenders and look at their branding, customer engagement, and pricing. Do they excel in customer loyalty programmes, or are they known for inconsistent messaging? Pinpointing these factors gives you a framework for refinement. Incorporate what works and avoid what doesn’t. Consistent benchmarking ensures you’re never caught off-guard when a competitor makes an unexpected move.
Carrying out an audit doesn’t mean to handle a lot of spreadsheets and endless meetings. A structured approach helps you dig into essential details without drowning in data. Below is a simple breakdown and truly proven methods you can adapt, whether you’re a two-person start-up or a large corporation aiming for a sharper brand presence.
Define your brand identity
Start by looking inward. What does your brand stand for? What values do you hold dear? What do you want people to think about when they see your name or logo? Evaluate whether these qualities remain evident in your everyday communications. If your stated vision conflicts with how you appear online, customers will pick up on the contradiction. Clarifying brand identity at this stage helps anchor each subsequent step.
Analyse your brand inventory
Next, create a catalogue of all your digital brand assets, from logos and websites to product packaging and email signatures. Is there a consistent style running through them, or do they clash in tone and design? Factor in any brand guidelines you already have; if they’re gathering dust, breathe life back into them. The clearer your visual and verbal identity, the easier it is for people to connect with your organisation.
Do a market analysis
Conducting a market analysis supplies a clearer perspective on your surroundings. Which buyer segments are you attracting, and are they the ones you aimed for originally? Keep an eye on broader industry movements to see where demand may be shifting. Do prospective customers crave more eco-friendly options, or do they value convenience above all else? Monitoring these factors helps you pivot strategically, rather than blindly producing goods or services nobody particularly wants.
Gather customer feedback
Customers hold the ultimate vote on your brand’s worth. By really listening to what they say in reviews, polls, or casual social media comments you’ll discover exactly which qualities they appreciate, and which areas need adjusting. Sometimes the issue isn’t your product at all; it could be poor customer service or confusing policies. Gathering genuine opinions guides your next moves, ensuring you invest energy where it makes the biggest impact for overall satisfaction.
Competitor analysis through benchmarking
Studying your rivals goes beyond snooping; it’s about learning what drives their achievements or setbacks. Identify your main contenders and look at their branding, customer engagement, and pricing. Do they excel in customer loyalty programmes, or are they known for inconsistent messaging? Pinpointing these factors gives you a framework for refinement. Incorporate what works and avoid what doesn’t. Consistent benchmarking ensures you’re never caught off-guard when a competitor makes an unexpected move.
When should you conduct a brand audit?
Major organisational changes often call for a fresh review. Don’t wait until there’s a glaring issue; schedule routine check-ups, once a year is often enough to catch minor red flags early. A brand audit is especially wise before launching a new product or merging with another company, so you can align everything from visuals to messaging in one neat package. Keeping an eye on small shifts ensures that bigger problems rarely have a chance to form.
During major business milestones
Business milestones can shake the foundation of your brand, whether it’s a merger, a relaunch, or a substantial product expansion. Before committing fully, examine how each move could shift public perception and whether you need to tweak messaging or visuals. It’s easier to ensure consistency at the planning stage than to fix disconnected elements afterward. With a focused brand audit, you’re better positioned to handle the changes and maintain audience trust.
In response to market changes
Market shifts happen rapidly, consumer preferences evolve, competitors adjust their offerings, or global events alter buying habits. An audit at these moments allows you to realign your approach so you’re not caught out. Maybe you’ll identify a chance to serve an underserved audience, or you’ll spot an area to trim expenses without sacrificing quality. By staying nimble, you’re less likely to be rattled by sudden disruptions in demand.
Major organisational changes often call for a fresh review. Don’t wait until there’s a glaring issue; schedule routine check-ups, once a year is often enough to catch minor red flags early. A brand audit is especially wise before launching a new product or merging with another company, so you can align everything from visuals to messaging in one neat package. Keeping an eye on small shifts ensures that bigger problems rarely have a chance to form.
During major business milestones
Business milestones can shake the foundation of your brand, whether it’s a merger, a relaunch, or a substantial product expansion. Before committing fully, examine how each move could shift public perception and whether you need to tweak messaging or visuals. It’s easier to ensure consistency at the planning stage than to fix disconnected elements afterward. With a focused brand audit, you’re better positioned to handle the changes and maintain audience trust.
In response to market changes
Market shifts happen rapidly, consumer preferences evolve, competitors adjust their offerings, or global events alter buying habits. An audit at these moments allows you to realign your approach so you’re not caught out. Maybe you’ll identify a chance to serve an underserved audience, or you’ll spot an area to trim expenses without sacrificing quality. By staying nimble, you’re less likely to be rattled by sudden disruptions in demand.
Key tools and techniques for brand auditing
Most teams rely on a mix of surveys, competitor research, and analytics platforms to gather insights from every angle. Once you’ve compiled the data, convert these findings into meaningful goals to shape your brand’s future. Each method from broad market studies to direct customer polls offers a puzzle piece that forms the bigger picture once assembled.
SWOT analysis
SWOT is a veteran among strategic tools, mapping out strengths, weaknesses, openings, and threats in one snapshot. It forces you to scrutinise what you do well and where you lag behind. Pinpoint the external challenges, but also watch for fresh opportunities that can lift your brand. Once everything’s laid out, setting priorities becomes far more straightforward, and you’ll know exactly where to focus first.
The PEST analysis
This approach examines external forces—Political, Economic, Social, and Technological that can shape your brand’s direction. Instead of focusing solely on internal metrics, you track macro-level influences that might encourage or challenge future moves. A thorough PEST review uncovers trends you can adopt, warns you about looming risks, and ultimately aids in crafting a more resilient strategy.
Political: Regulations, trade policies, and political stability can change how you operate. Keep tabs on shifts in government priorities to adapt, if your services hinge on specific legal frameworks or incentives.
Economic: Economic conditions such as inflation, interest rates, or consumer spending power affect your revenue. Tracking these trends helps you plan ahead and adjust pricing or product offerings before problems escalate.
Social: Social factors include culture, demographics, and shifting consumer attitudes. If your audience embraces ethical sourcing, you may need to highlight fair-trade practices. Misreading the social climate can damage brand trust.
Technological: Tech innovations can alter how you market, sell, or produce your products. Keep an eye on automation, AI, and new platforms that could improve efficiency or open doors to audiences.
Customer surveys
Sometimes the quickest route to clarity is asking customers directly. Craft questions that dig into product satisfaction, service quality, or general brand sentiment. Use short, focused surveys so you don’t waste anyone’s time. Follow up on responses that flag concerns, these are early signals of issues needing urgent attention. By reviewing data patterns, you’ll uncover consistent praise points or recurring complaints, both of which guide you toward more strategic brand decisions.
Most teams rely on a mix of surveys, competitor research, and analytics platforms to gather insights from every angle. Once you’ve compiled the data, convert these findings into meaningful goals to shape your brand’s future. Each method from broad market studies to direct customer polls offers a puzzle piece that forms the bigger picture once assembled.
SWOT analysis
SWOT is a veteran among strategic tools, mapping out strengths, weaknesses, openings, and threats in one snapshot. It forces you to scrutinise what you do well and where you lag behind. Pinpoint the external challenges, but also watch for fresh opportunities that can lift your brand. Once everything’s laid out, setting priorities becomes far more straightforward, and you’ll know exactly where to focus first.
The PEST analysis
This approach examines external forces—Political, Economic, Social, and Technological that can shape your brand’s direction. Instead of focusing solely on internal metrics, you track macro-level influences that might encourage or challenge future moves. A thorough PEST review uncovers trends you can adopt, warns you about looming risks, and ultimately aids in crafting a more resilient strategy.
Political: Regulations, trade policies, and political stability can change how you operate. Keep tabs on shifts in government priorities to adapt, if your services hinge on specific legal frameworks or incentives.
Economic: Economic conditions such as inflation, interest rates, or consumer spending power affect your revenue. Tracking these trends helps you plan ahead and adjust pricing or product offerings before problems escalate.
Social: Social factors include culture, demographics, and shifting consumer attitudes. If your audience embraces ethical sourcing, you may need to highlight fair-trade practices. Misreading the social climate can damage brand trust.
Technological: Tech innovations can alter how you market, sell, or produce your products. Keep an eye on automation, AI, and new platforms that could improve efficiency or open doors to audiences.
Customer surveys
Sometimes the quickest route to clarity is asking customers directly. Craft questions that dig into product satisfaction, service quality, or general brand sentiment. Use short, focused surveys so you don’t waste anyone’s time. Follow up on responses that flag concerns, these are early signals of issues needing urgent attention. By reviewing data patterns, you’ll uncover consistent praise points or recurring complaints, both of which guide you toward more strategic brand decisions.
Best practices to analyse audit results
Gathering data is step one, but translating it into meaningful action takes discipline. Start by sorting your findings into categories—strengths, recurring complaints, sudden surprises, and so forth. If you spot patterns, dig deeper until you grasp the underlying reasons. The goal is to craft a firm plan that addresses immediate concerns and builds future resilience.
Develop key findings and prioritise recommendations
Once you’ve gathered input, summarise the primary insights. Highlight the strengths you can maximise and mark weaknesses that need urgent solutions. Rank them based on their potential impact whether it’s boosting revenue, improving customer loyalty, or filling critical gaps in the market. Create an action list, assigning each point to a person or department so responsibilities stay clear. Don’t forget to set due dates for each task. This level of organisation helps your team tackle issues methodically and measure results. Prioritising tasks ensures you’re not overwhelmed by tackling everything at once.
Develop SMART goals and assign accountability
After evaluating your brand data, channel key observations into SMART (specific, measurable, achievable, relevant, and time-bound with tangible outcomes) targets. Maybe you aim to lift social media engagement by 20% within six months or adjust messaging for an upcoming product. The point is to give each goal a clear owner whether that’s an individual or a specialised team and a realistic deadline. Regular check-ins help confirm progress and let you fine-tune if anything veers off course. By mapping goals carefully, you avoid confusion and ensure everyone knows exactly how to fully contribute.
Gathering data is step one, but translating it into meaningful action takes discipline. Start by sorting your findings into categories—strengths, recurring complaints, sudden surprises, and so forth. If you spot patterns, dig deeper until you grasp the underlying reasons. The goal is to craft a firm plan that addresses immediate concerns and builds future resilience.
Develop key findings and prioritise recommendations
Once you’ve gathered input, summarise the primary insights. Highlight the strengths you can maximise and mark weaknesses that need urgent solutions. Rank them based on their potential impact whether it’s boosting revenue, improving customer loyalty, or filling critical gaps in the market. Create an action list, assigning each point to a person or department so responsibilities stay clear. Don’t forget to set due dates for each task. This level of organisation helps your team tackle issues methodically and measure results. Prioritising tasks ensures you’re not overwhelmed by tackling everything at once.
Develop SMART goals and assign accountability
After evaluating your brand data, channel key observations into SMART (specific, measurable, achievable, relevant, and time-bound with tangible outcomes) targets. Maybe you aim to lift social media engagement by 20% within six months or adjust messaging for an upcoming product. The point is to give each goal a clear owner whether that’s an individual or a specialised team and a realistic deadline. Regular check-ins help confirm progress and let you fine-tune if anything veers off course. By mapping goals carefully, you avoid confusion and ensure everyone knows exactly how to fully contribute.
Frequently Asked Questions
How frequently should you conduct a brand audit?
An annual check-up works for many organisations, though fast-changing industries might opt for every six months. Market shifts, new product lines, or mergers can all prompt a review. The goal is to spot issues early and keep your strategy sharp
What is the average cost of a brand audit?
Costs vary widely. A small business might spend only a few hundred pounds by doing the basics themselves, while larger organisations hire specialised firms for in-depth analysis. Your scope, timeline, and the complexity of your brand elements all affect expenses.
How are digital tools used to audit a brand?
Online platforms help you track social mentions, gather survey responses, or compare web traffic against competitors. Analytics tools show who’s visiting your site and how they behave. These insights clarify what resonates with audiences and spotlight weaker areas needing a refresh.
Conclusion
Carrying out a brand audit whether you call it a check-up, review, or evaluation gives you the chance to tighten your strategy and draw in a more receptive audience. By identifying potential problems early, you’ll steer clear of costly missteps and focus on improvements that truly matter. If your brand caters to a remote or globally dispersed customer base, a thorough audit also confirms whether you’re communicating effectively across various languages and regions. No two businesses are alike, so adapt these guidelines to fit your unique situation.
Stay alert, ask relevant questions, and remember that it’s easier to guide a brand when you understand where you stand. With consistent effort, you’ll build lasting connections that outlive any short-lived marketing gimmick. That’s real progress in a busy, competitive marketplace. Growth starts with clarity.
Frequently Asked Questions
How frequently should you conduct a brand audit?
An annual check-up works for many organisations, though fast-changing industries might opt for every six months. Market shifts, new product lines, or mergers can all prompt a review. The goal is to spot issues early and keep your strategy sharp
What is the average cost of a brand audit?
Costs vary widely. A small business might spend only a few hundred pounds by doing the basics themselves, while larger organisations hire specialised firms for in-depth analysis. Your scope, timeline, and the complexity of your brand elements all affect expenses.
How are digital tools used to audit a brand?
Online platforms help you track social mentions, gather survey responses, or compare web traffic against competitors. Analytics tools show who’s visiting your site and how they behave. These insights clarify what resonates with audiences and spotlight weaker areas needing a refresh.
Conclusion
Carrying out a brand audit whether you call it a check-up, review, or evaluation gives you the chance to tighten your strategy and draw in a more receptive audience. By identifying potential problems early, you’ll steer clear of costly missteps and focus on improvements that truly matter. If your brand caters to a remote or globally dispersed customer base, a thorough audit also confirms whether you’re communicating effectively across various languages and regions. No two businesses are alike, so adapt these guidelines to fit your unique situation.
Stay alert, ask relevant questions, and remember that it’s easier to guide a brand when you understand where you stand. With consistent effort, you’ll build lasting connections that outlive any short-lived marketing gimmick. That’s real progress in a busy, competitive marketplace. Growth starts with clarity.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®