Conducting a Brand Audit. An Energizing Experience. 2005 Qtr 2
When many people hear the word “audit” they automatically think of an unpleasant, painful and expensive experience. But conducting a brand audit can be just the opposite. A brand audit is an in-depth look at your brand from several perspectives.
Why might your B2B brand need an audit? All too often it seems, brands can be operating on auto-pilot. They’re cruising right along, doing what they’ve been doing. But we all know that things never stay the same, as competitors change and enhance their offerings, and as new technologies emerge to compete. Or perhaps your company’s strategy adjusts to changing times. Brands need to stay fresh and relevant.
A brand audit is a chance to take a fresh look at your brand from a number of perspectives. A brand audit involves a close examination of some, or all, of the following:
- External Partners and Customers
- Internal Stakeholders
- Competitive Review
- Brand Value Proposition
- Brand Identity
- Brand Architecture
- Communications/Messaging
- Budgeting/Allocation
The best way to begin the process is to identify the specific issues and areas that need to be explored, and then determine what activities can be handled internally or by an external resource. For example, in interviewing external partners, it is often helpful to have an independent firm conduct the audit so that both your company representatives and external partners are not put in an uncomfortable position discussing sensitive topics.
1. External Partners and Customers. This includes your distribution channel partners, independent sales reps, strategic supplier partners and — most importantly — your customers. Getting their feedback can be via one–on–one telephone or in person interviews, Internet or mail surveys, etc.
2. Internal Stakeholders. Understanding how your sales force and customer service people perceive the brand is important because they’re in direct contact with customers; but it is equally important for product development, manufacturing and other groups to have a clear picture of what the brand stands for.
3. Competitive Review. Since your brand doesn’t live in a vacuum, it’s often instructive to compare its image, message and product or service scope with the competition. Ask your channel partners in the external audit for their thoughts on competitors, compare messaging in ads and literature. Take a deep, long look into their new product initiatives, programs and value-added services.
4. Brand Value Proposition. What is your brand promising to deliver? Is the promise still important to customers? Is it based on real strengths? Does it reflect a real competitive advantage? Now might be a good time to check.
5. Brand Identity. Do people know what your brand stands for? Now’s the time for a reality check on just how well the core essence (or personality) of the brand is resonating.
6. Brand Architecture. Brand architectures can get out of alignment over time. Take the time to reflect on how your brand is portrayed at the Master Brand level, and if it confuses or encourages clarity at the Product Brand level. Also check that there is no confusion between the Corporate Brand or other company brands or branded features.
7. Communications/Messaging. When many managers think about consistency in marketing communications, they think about visual consistency. And while visual brand consistency is certainly important, it’s also the most obvious. Take it a step further: what does your brand actually say? If you picked several communication pieces and read them, would they portray a consistent message?
8. Budgeting/Resource Allocation. It’s one thing to see what you are spending money on, but it’s quite another to see what you should be spending it on. Program continuity over time is important, but don’t forget to look beyond the obvious to make sure that your investment stays focused.
By taking the time to engage in a systematic brand audit, you might begin to see new opportunities for your brands, and new ways to make it resonate both internally and externally. So go ahead and get audited. You just might find you, and your brand, enjoy the experience.
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