ADOI Blog

A Brand audit is critical to branding

admin2 on 09 28, 2009

Just as companies audit their TQM and ISO9000 standards, companies should also audit their brand perceptions, processes and outcomes and communications among internal and external stakeholders.

An internal brand audit provides a snapshot of current thinking, processes and requirements concerning the brand inside the organization. It looks at current perceptions, service and other capabilities, organizational imperatives, constraints, ongoing activities, reporting and measurements.

It also examines brand vision, mission, promise and objectives for one or more years in the future. It looks at how these elements are (or are not) communicated to staff and if staff understand these elements and the role they play in the successful dissemination of these elements. An internal brand audit also analyzes tools such as sales sheets, sales scripts, lead management processes, etc. for effectiveness, relevance and consistency, etc.

An external brand audit provides a similar snapshot from various stakeholders, including customers, media, prospects and governmental bodies. Issues examined include perception, experiences, requirements for value, performance expectations/measurements, communications/credibility and competitive differentiation. The result shows a brand’s perceived differentiation, relevance to customer requirements, experiences and esteem (how valued is the brand).

A communications audit analyzes online and offline marketing tools and collateral including ads and advertising, press releases, websites, and other communications tools. Criteria for evaluation include consistency, relevancy, currency, communications quality, targeting of messages, ease of navigation. The communications audit must, crucially, be approached from the customer perspective with an analysis of the WIIFM (what’s in it for me factor) and more.

Brand audits must be held at regular 18 – 24 month intervals to form the foundations of branding efforts and to measure long-term progress toward goals, identifying issues and provide opportunities for continuous improvement.

Marcus Osborne is a founder of FusionBrand, Asia’s leading data driven brand consultancy. If you like this, you can read more of his often controversial opinions about the industry here: http://brandconsultantasia.wordpress.com/

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