What is a Brand Audit?

A brand audit is a thorough examination of a brand’s current position in the market

compared to its competitors and a review of its effectiveness. 

Why do a Brand Audit?

 It helps you determine the strength of your brand together with its weaknesses or
inconsistencies and opportunities for improvement and new developments.

A brand audit will help identify both the company and the customer viewpoint in terms
of:
• Business and brand resource strengths
• Value of the brand
• Awareness of the brand in the market
• Deficiencies of the brand
• New trends and market opportunities
• Outside threats
• New product development and future channels of profitability
• Competitive standing in the market
• Perception, image, reputation and attitude to the brand in the market
• Effectiveness of brand management efforts

What are the Deliverables of a Brand

Audit?
 The outputs will typically support the following:
• Improve and refocus brand management efforts and congruency
• Enhance internal staff brand awareness
• Sharpen marketing communications both on and offline
• Provide insight into your brand architecture, business structure and brand portfolio
• Evaluate and refocus your brand positioning
• Ensure your brand collateral is congruent and delivers return on investment
• Provide direction for your brand into the future
• Secure and grow the value of your brand/business through consistent implementation
of recommendations derived from brand audit findings