A brand audit is exactly what it sounds like, a meticulous study of your company\u2019s current position in the market and customers\u2019 minds. Effective brand audits will:<\/span><\/p>\n First – What Elements Should You Audit?<\/strong><\/span><\/p>\n Before you start attacking spreadsheets and slide decks, you must understand what key segments you\u2019re about to tear into:<\/span><\/p>\n If your team hasn\u2019t defined most or all of the above, you should get on that post haste<\/a>.<\/span><\/p>\n Okay, What Happens Next?<\/strong><\/span><\/p>\n Once the bits and pieces are defined and aligned, it\u2019s time to do something with them.<\/span><\/p>\n Ask Important Questions and Set\/Prioritize New Goals<\/strong><\/span><\/p>\n Asking certain questions will help you check brand elements against business and marketing goals:<\/span><\/p>\n Survey Internal and External Players<\/strong><\/span><\/p>\n Some data only goes so far, and you need to go directly to the source<\/a> to get a complete picture. Surveys, when done right, can provide the clarity you need to properly audit your brand.<\/span><\/p>\n Meaning, this input can help validate key differentiators or unmask an ugly reality\u2014that gaps exist between what you think your customers want and what they actually value most about your product or service.<\/span><\/p>\n And remember to look inward with those queries, as well. Company leadership, advisory boards, and employees will have ideas about your brand\u2019s impact \u2026it\u2019s helpful to understand how internal and external views overlap. \u00a0<\/span><\/p>\n Check Competitors<\/strong><\/span><\/p>\n Taking a peek at the competition\u2019s content, branding, and business model is always smart, and we recommend getting out the binoculars about once a year. That said, timing your analysis with a brand audit feels like a solid strategy.<\/span><\/p>\n If nothing else, you should learn what sets your business apart and if you\u2019re leveraging those differences with clear messaging.<\/span><\/p>\n Study Your Communications<\/strong><\/span><\/p>\n Having brand elements (purpose, personality, value, etc.) means little if you don\u2019t communicate them well and to the right audience<\/a>. Look at your website, content, and campaigns and ask:<\/span><\/p>\n Review Data <\/strong><\/span><\/p>\n From website traffic and social media engagement to hard sales data, a brand audit should review figures over a period of time.<\/span><\/p>\n Download our Free Brand Audit Guide<\/a>.<\/span><\/p>\n Analyze Results<\/strong><\/span><\/p>\n Once you have measurable results in hand, you can start forming logical conclusions (yay!). There might be some scary discoveries (competitors are outpacing you), but you might also find that overall your brand works, though you can almost always justify a few tweaks.<\/span><\/p>\n Final Thoughts<\/strong><\/span><\/p>\n Once you\u2019ve built a formidable brand that holds up to multiple audits, remember to protect it like the jewel it is. Because here\u2019s the thing\u2014building a brand is tough, but preserving its integrity is a monumental undertaking. And it takes a village.<\/span><\/p>\n Try thinking of your brand as a gourmet meal. When preparing and serving it (doing business) day after day, you need a functional kitchen. Without a space that houses the right tools\u2014clean and within arm\u2019s reach\u2014it\u2019s difficult if not downright impossible to maintain the meal\u2019s quality.<\/span><\/p>\n Luckily, Xpressdocs has your dream kitchen\u2026in the form of a sleek, intuitive brand management platform<\/a>. With a mighty mix of technology, in-house print + mail, and human experts, we can help insulate your brand and streamline your marketing.<\/span><\/p>\n\n
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