BRAND AUDIT QUESTIONNAIRE I.

Brand Prof le
Please type your responses to each question in blue and leave a line space before and after each of your responses. The following questions refer to the brand as the collective set of communications, attitudes, beliefs and practices that defne the company.

A.

History of Branding/ 1.

ar!eting Efforts

What if any past marketing or branding efforts have been undertaken Please e!plain in detail and create a timeline if necessary.

". $. %.

#ow would you rate the success of each of these efforts What lessons were learned from these past efforts What are the strengths and weaknesses you associate with the current state of marketing&branding at your company

B.

Brand E"al#ation 1. ". 'n what ways do you hope a revitali(ed branding effort will impact your business What are the primary fnancial, planning and development goals of the company this year 'n the ne!t ) years $. What are your brand*s core values and beliefs

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Brand Prof le

There are four key components to designing or redesigning an e!isting brand+ Target A#dien% e& Brand Essen % e& Brand Pro'is e and Brand Pers onality . The Target

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0udience is covered in the ne!t section. Brand Essen % e is the 2heart and soul3 of the brand and is often e!pressed in a tag line. 4o you have any ideas for articulating this 'f yes, please list them below. Brand Pro'is e declares the relevant differentiating benefts the brand promises to deliver to its target audience. 4o you have any ideas for articulating this 'f yes, please list them below. Brand Pers on ality is the description of your brand as if it were a person. #ow would you describe your brand using keyword descriptors, as if it were a human personality 5Please list at least 16 keywords.7 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888 888888888888888888888888888888

II. $#sto' er Prof le

The following questions will ask you to provide responses based on what you know or understand about your customers. 9ost businesses have more than one type of customer. #owever, for our purposes, your responses should represent the ma:ority or prevailing view of your customer base. 1. 4evelop a customer profle that includes patterns or trends you*ve observed. .ore values and beliefs

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Personal and professional goals -eneral fears and concerns ;eisure activity Work activity -eneral lifestyle description 0ge 0ttitudes and practices of investing

". 4efne your customer*s personality in keywords 5please list at least 16 keywords7. 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888 888888888888888888888

$. 4o you know where your customers get their information about the services you provide <es888 =o888. 'f yes, through what mediums %. 4o you know which of these sources 2carry the most weight3 for them <es 888 =o 888. 'f yes, please e!plain. ). 4o you fully understand how customers e!perience your services when using them 4o you know what emotions the e!perience evokes, how it makes them feel and think >. 0re you aware of any problems customers encounter when they use your services ?. 4o you know why customers chose your brand over others

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@. 4o you know why certain prospects chose another brand over your own A. 4o you know which kinds of customers are the most valuable to your company 16. 4o you understand the decision making process of your customersB organi(ations and how to reach decision makers 11. 4o you know what customers say about your brand or services when they recommend or discuss them to others 1". #ow do you receive input from customers on the company*s services, staff or other issues concerning your relationship with customers 1$. #ow do you acknowledge this input from customers 1%. 0re you satisfed that the current procedure for receiving and responding to customer input is continually deepening your understanding of these customers

III. $o'(etition Prof le

1. ". #ave you identifed your brand*s primary competitors 'f yes, please list them below. #ave you conducted a careful analysis of each of your competitors* strengths, weaknesses, opportunities and threats 'f so, please provide a basic profle of each competitor that reCects your analysis. $. %. ). >. ?. 4o you know where your competitors are most vulnerable 'f yes, please e!plain. 4o you know how loyal your customers are and why 4oes someone in your organi(ation track competitor news on a regular basis 4o you offer any key benefts that your competitors do not 4oes your brand promise to fulfll an unmet customer need that is not being served

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by the competition @. 4o you know what benefts your competitors* brands own in consumers* minds

Dome content in this document courtesy of /rad Ean0ukenBs book BrandAid

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