Marketing Communications

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Thank you for choosing Brand Auditor for this marketing communication
audit. We hope that this analysis will be useful for enhancing your brand
and marketing communications, and will contribute greatly to the growth
of your company.

Daniel Diosi, founder

 Section 1

Brand personality
Brand personality is a set of human characteristics that are attributed to
a brand name. A brand personality is something to which the consumer
can relate; an effective brand increases its brand equity by having a
consistent set of traits that a speci c consumer segment enjoys.
 Auditors' score Viewers' perceptions

Sophistication 9.2

Sincerity 7.4 28%

Competence 7 44%

Brand Excitement 6.4

personality Reliability

2 4
5.2

6 8 10
28%

Your score
Neutral Positive Negative

Overview Item / Your score

Your score Sophistication Sincerity Reliability Excitement Competence

Your score 10 2

7.0 9 2 1 1

8 1 2 1 1

7 1 2 1
Industry average

7.4
6 1 3 1

5 1 1 1

4 1

3 1
 Strengths and weaknesses between you and industry average

Sophistication 26.3%

Sincerity 3.69%

Competence 0.38%

Brand Excitement

Reliability
-19.52%

-23.71%

personality -25% -20% -15% -10% -5% 0% 5% 10% 15% 20% 25% 30%

Difference from industry average

Competitive metrics Your audit score vs industry average scores Viewers' perceptions of similar brands

7.5
Sophistication
Your score 9.2
20%

7.0
7.3
Sincerity
7.4
7.3
Competence
7
Industry average Excitement
8 56%
6.4
7.4 Reliability
5.2
6.8
24%

2 4 6 8 10

Industry average Your score

Neutral Positive Negative
 Suggestions from auditors
Item Suggestions / observations
1. Reliability Looks like another tool that will disappear in months

2. Sophistication Very well elablorated, looks sophisticated

3. Excitement Moderately exciting, this aspect should be improved

4. Sincerity Sounds and looks exaggerating

Brand 5. Competence Does not demonstrate competence

personality Feedback from viewers

Viewers' feedback % of total ▼

1. Not bad 20%

Feedback 2. I like it 20%

Not bad I like it

3. Not interesting 16%

Your score 4. Not informative 12%

7.0 5. Very poor 12%

Not interesting
Very poor
6. Poor quality 8%

7. Looks good 8%
Industry average
Looks good
7.4 8. Lookgs good 4%

Not informative
Poor qua…
Grand total 100%

< >
Lookgs good
1-8/8
 Section 2

Multi-channel content
Multi-channel marketing involves marketing across different platforms in
order to have a wider reach of (prospective) customers. Instead of relying
on one medium to communicate with the public, multi-channel marketing
means you are spreading out your efforts to interact with more people. In
essence, multi-channel marketing is being everywhere at once.
 Auditors' score Viewers' perceptions

Content relevance 5.4

Content quality 5.4 28%

Brand
36%
5.2
differentation

Multi-channel Topic consistency 4.6

content
Communicated
3.4
values

2 4 6 8 10 36%

Your score
Neutral Unattractive Attractive

Overview Item / Your score

Your score Topic consistency Content relevance Content quality Communicated v… Brand differentat…

Your score 9 1

4.8 8 1

7 1

6 1 1 2 1
Industry average

7.6
5 2 1 1 1 1

4 1 1 1 1

3 1 1 1 2 1

2 1
 Strengths and weaknesses between you and industry average

Content relevance

Content quality

Brand
differentation

Multi-channel Topic consistency

Communicated

content
values
-60% -55% -50% -45% -40% -35% -30% -25% -20% -15%

Difference from industry average

Competitive metrics Your audit score vs industry average scores Viewers' perceptions of similar brands

7.3
Content relevance
Your score 5.4
20%

4.8
7.3
Content quality
5.4
Brand 7.4
differentation 5.2 48%
Industry average 7.7
Topic consistency
4.6
7.6 Communicated
values 3.4
8.3 32%

2 4 6 8 10

Industry average Your score

Unattractive Neutral Attractive
 Suggestions from auditors
Item Suggestions / observations
1. Topic consistency Varying, inconsistent topics

2. Communicated values Very poor demonstration of brand values

3. Brand differentation No meaningful differentation at all

4. Content relevance Little to no relevance to it's audience

Multi-channel 5. Content quality Extremely poorly written, horrible choice of imagery

content Feedback from viewers

Viewers' feedback % of total ▼

1. Inconsistent 24%

Feedback 2. Not convincing 24% Inconsistent Not convincing

3. Passable 24%

Your score 4. Dif cult to understand 12%

4.8 5. Lack of clarity 8%

6. No differentiation 8% Lack of clarity

Industry average Passable Difficult to…

7.6 No differentiat…
Grand total 100%

1-6/6
< >
 Section 3

Public relations
Public relations is a strategic communication process that builds mutually
bene cial relationships between organizations and their publics. Public
relations can also be de ned as the practice of managing communication
between an organization and its publics.
 Auditors' score Viewers' perceptions

Brand image 7.4

Media mentions 7 28%

Authority 40%
7
endorsements

Public News value 6

relations Coverage

2 4
5.4

6 8 10
32%

Your score
Neutral Unattractive Attractive

Overview Item / Your score

Your score News value Media mentions Coverage Brand image Authority endors…

Your score 9 1 1

6.6 8 1 1 2 1

7 1 3 1 3

6 3 1 1
Industry average

7.6
5 1 1 1

3 1

2 1
 Strengths and weaknesses between you and industry average

Brand image 14.4%

Media mentions -14.17%

Authority
-14.17%
endorsements

Public News value

Coverage
-17.99%

-22.31%

relations -25% -20% -15% -10% -5% 0% 5% 10% 15%

Difference from industry average

Competitive metrics Your audit score vs industry average scores Viewers' perceptions of similar brands

6.6
Brand image
Your score 7.4
24%
6.6
8.2
Media mentions
7
Authority 8.2
endorsements 7
52%
Industry average 7.4
News value
6
7.6 Coverage
5.4
7.6 24%

2 4 6 8 10

Industry average Your score

Unattractive Attractive Neutral
 Suggestions from auditors
Item Suggestions / observations
1. Brand image Good brand image overall

2. Media mentions No authority media mentions

3. Authority endorsements No authority or celebrity endorsements

4. News value No news value - new PR angles to be explored

Public 5. Coverage Okay. Can be found online.

relations Feedback from viewers

Viewers' feedback % of total ▼

1. Good story 16%

Feedback 2. Friendly tone of voice 16% Good story Friendly tone o… Looks credible
3. Looks credible 16%

Your score 4. Convincing 12%

6.6 5. I would not choose it 8%

Not inspiring
6. Feels boring 8%
Convincing
7. Not inspiring 8%
Industry average Feels…

7.6 8. Not credible 8%

Not credibleNot authe…
Grand total 100% I would not choos…
1-9/9
< >
 Section 4

Advertising
Advertising is a marketing communication that employs an openly
sponsored, non-personal message to promote or sell a product, service or
idea.
 Auditors' score Viewers' perceptions

Differentiation 7.4

Credibility 7 28%
Value 40%
7
demonstration

Emotional values 6

Advertising Relevance 5.4

32%
2 4 6 8 10

Your score
Neutral Unattractive Attractive

Overview Item / Your score

Your score Value demonstrat… Relevance Emotional values Differentiation Credibility

Your score 9 1 1

6.6 8 1 1 2 1

7 3 1 1 3

6 1 3 1
Industry average

7.6
5 1 1 1

3 1

2 1
 Strengths and weaknesses between you and industry average

Differentiation 14.4%

Credibility -14.17%

Value
-14.17%
demonstration

Emotional values -17.99%

Relevance -22.31%

Advertising -25% -20% -15% -10% -5% 0% 5% 10% 15%

Difference from industry average

Competitive metrics Your audit score vs industry average scores Viewers' perceptions of similar brands

6.6
Differentiation
Your score 7.4
24%
6.6
8.2
Credibility
7
Value 8.2
demonstration 7
52%
Industry average 7.4
Emotional values
6
7.6 Relevance
5.4
7.6 24%

2 4 6 8 10

Industry average Your score

Unattractive Attractive Neutral
 Suggestions from auditors
Item Suggestions / observations
1. Differentiation Low level of differentiation, but that is done well

2. Credibility Does not sound convincing or credible

3. Value demonstration No value demonstration in ads

4. Emotional values No emotional value demonstration in ads

5. Relevance Not relevant for the interests of the target market

Advertising Feedback from viewers

Viewers' feedback % of total ▼

1. Good story 16%

Feedback 2. Friendly tone of voice 16% Good story Friendly tone o… Looks credible
3. Looks credible 16%

Your score 4. Convincing 12%

6.6 5. I would not choose it 8%

Not inspiring
6. Feels boring 8%
Convincing
7. Not inspiring 8%
Industry average Feels…

7.6 8. Not credible 8%

Not credibleNot authe…
Grand total 100% I would not choos…
1-9/9
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 End of report

Thank you!
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