When to Audit Your Brand

What is a brand, really? I have heard many answers to this question, and I have narrowed down what I believe a brand is to the following:

  • The unique impression you leave on your customers
  • The look of your company
  • The special ways you deliver your products or services
  • Your attitude and the way you advertise yourself
  • And most importantly… How your customers feel about you (how quickly they forgive your mistakes, how ready they are to trust in your new offering, etc.)

Why does your brand matter?

A good solid brand actually affects your bottom line. A consistent, strong brand means you spend less money attracting new customers. Your current customers keep coming back to you, and you are able to charge a premium price for your goods and services. AND you get more word of mouth referrals.

How do you keep up with the market and maintain a relevant brand?

I recommend performing a brand audit. Some of you may have just cringed at the thought of the word audit, but I promise it’s not painful.

A brand audit is a useful tool that will help you determine the strength of your brand, weaknesses or inconsistencies in your brand, and opportunities for improvement.

While there is no concrete rule of thumb for how often to perform a brand audit, I can give you a few tips to help determine if your brand is due:

Landscape changes– The market is constantly evolving, and it is important to keep up with the times. The green and health revolutions are good examples of landscape changes. (Check out how Brawny has changed over the years. No more axe on the packages.)

Your product or service offerings have changed– You may have evolved into an entirely new arena, but your branding may not have evolved with you. (Starbucks is a good example of how to change your brand along with your offerings.)

Competitive Changes– Your competition is different, and you need to keep up. Or better yet, knock their socks off. (KFC is trying to compete in the healthy category. I’m reserving my opinion on this one…)

Demand Shifts– Your offerings are not in the demand that they used to be, and you need to switch gears to effective offerings. (Phone companies are trying to become communications companies now, as an example.)

These are a few of the most common times that you need to evaluate the position of your brand. My next post will cover the most common elements of a brand audit and what to do with the results you get.[/vc_column_text][/vc_column][/vc_row]

Share on facebook
Share on twitter
Share on linkedin

Enjoy this article? Be the first to see the latest marketing tips from the pros.

Thank You!

Thank you for considering Element212 to support your digital advertising needs. Please check your inbox for an email from Element212 and answer our discovery questionnaire to help us create the best advertising strategy for your business.

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis


  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.