Brand Audit. It may seem like dry toast. The word “audit” never elicits positive feelings. It can actually even scare some people. At Eleanor, we relish it. (Relish and toast. Observation: writer may be hungry at time of writing).
A Brand Audit at Eleanor is the first step that we take when working with a new client. We step in with fresh eyes and look at everything: the good, the bad, and the ugly. It’s important to get a complete overview of the brand so that we can recommend changes that will move the brand in the direction of achieving its goals.
We find that interviewing the team is one of the most revealing parts of a brand audit. Often a business owner can feel one way about the organization, but the people who work day in and day out, who have interactions with customers, and put their hard work on the line often have a different view. Our job in a Brand Audit is to come in and ask the hard questions and show the positives and negatives side by side. This part of the brand audit is very revealing about company culture and can inform the owners about obstacles for growth.
We next interview a sampling of current customers to see how they became aware of the business, if their expectations were met and to gauge brand loyalty. We also then interview a sampling of customers in a potential growth area. We see if there is an interest in or awareness of the brand and study the demographic to figure out the best ways to communicate with them.
Analyzing the competition is an intriguing part of the Brand Audit. We study your competition, what they do well, what they don’t do well, and how they communicate with their customers. We analyze their messaging and Google rankings. We assess points of difference and create plans to capitalize on those differences to make your brand shine.
Finally, we take stock of your past and current marketing efforts. Is your current website achieving the goals for both your customer and your business? Are your messages on target with what your audience needs? Are you advertising in the right places for your audience and budget? How do you rank online? We put all of the pieces together so that you have a comprehensive view of the the current status of your brand.
A Brand Audit is necessary for any strategic planning for the future. Once we know how a brand fits in the community and what the brand values as an organization, we can then create a a plan of action and spread some butter on that toast. Maybe add a little avocado and some salsa or a fried egg. (Obviously time for a lunch break.) The Brand Audit is the first step, but not the last, in creating a successful future for your organization.