BRAND AUDIT TEMPLATE

Performing a brand audit will help you determine your brand’s current effectiveness in the marketplace.

BRAND CORE IDENTITY

What is your organization’s name?

NutriMunch

Why is it named that?

The idea is to add nutritional value to the activity of munching snacks, promoting a healthy diet and lifestyle, hence the name is
NutriMunch.

What should your organization’s name evoke for existing or potential customers?

The organization name indicates a company that promotes and makes available healthy guilt-free snacking options.

As an organization, who are you?

NutriMunch is an organization that will come up with a solution to guilt snacking. It will manufacture and make available snacks
made with organic products that are processed with methods that make it low in fat and high in nutritional value.

What is your organization’s purpose?

To fulfill the healthy snacking demand of the world, where people are conscious about their health. The intention of the
organization is to promote a tasty and a healthy lifestyle for its customers.

What do you do as a company?

We as a company produce and market a variety of tasty snacks made out of high nutritional value products prepared with processes
that make it fit to be consumed by consumers leading a healthy lifestyle.

What are your company’s values?

NutriMunch will provide its customers the value of guilt free snacking by providing them with high nutritional value snacks that
will help them in keeping their calories in count and living a healthy lifestyle without compromising on the joy on taste.

Who are your customers?

Fitness Enthusiasts, Dieticians, Nutritionists, People wishing to lead a healthy lifestyle by eating healthy

Where are your customers located?

Global metropolitan and urban residents

Ideally, how do you want to be perceived in the marketplace?

Alternative for the junk snack food available in the market which is healthy and tasty at the same time.

How would you describe your organization's personality?

Healthy & Tasty

 What do you hope to achieve with your brand?

To emerge as a tasty, healthy and affordable snacking option.

What's the primary image you want your brand to convey?

The image that we want to convey with our brand is “Eat Healthy & Yummy “

How can your brand help you achieve your goals?

By using products (organic and high protein products) and processes (baking) that adds high nutritional value to the end product.

Who is your "target audience"?

Men, women and kids of the age group10 to 50 that want to inculcate healthy eating habits and are health conscious.

How do you think your brand can help reinforce your organization's offerings?

Our brand will promote a healthy lifestyle.

Who are your competitors?

Taali, Max Protein, Too Yum etc.

What distinguishes you from your competitors?

Taste and Nutritional Value

What is it that makes you better than your competitors?

Use of natural and organic products, flexible packaging and health awareness.

How can your brand help you beat your competitors?

Effective penetrating pricing strategy, awareness about the nutritional value of the products and the most important thing is zero
compromise in taste. There will be no tradeoff between taste and health.

Overall, on a scale of 1–10 (“1” being “not very effective” and “10” being “highly effective”), how would you rate the effectiveness of your brand’s
core offerings?

What do you believe needs to change (if anything) to make your brand’s core identity more effective?

Since the brand needs to be launched yet this can’t be predicted.

VERBAL IDENTITY
Answer the following questions about the verbal qualities of your brand to help you assess whether improvements need to be made to your brand’s messaging.

How would you describe your brand’s tone?

 The brand’s identity will be empathetic & positive to inculcate healthy lifestyle.

What is your brand’s tagline?

Guilt free munching

Does your tagline work? Is it effective? Why or why not?

As it’s a brand launch, the tagline will need to be tested among a small sample of consumers

How would you sum up your brand’s “elevator pitch” (i.e., 30-second explanation)?
So everyone is habituated to munch. We all keep on hogging on wafers, chocolates, chips and so on. What if we give you snacks,
that is plant based and not made of flours. NutriMunch offers you healthy snack in different flavors with nutritional benefit and
watching on your calories.

What other “key messaging” does your brand offer?

Our brand is cost-effective, so that everyone can afford it and buy it often.

What is your brand’s value proposition?

To promote healthy munching

What are your brand’s main selling points?

Healthy, Munching snacks, affordable rate.

What unique value do your customers receive from your products/services?

Healthy munching snacks.

Overall, on a scale of 1–10 (“1” being “not very effective” and “10” being “highly effective”), how would you rate the effectiveness of your brand’s
verbal identity?

What do you believe needs to change (if anything) to make your brand’s verbal identity more effective?

As the brand needs to be launched yet, we can decide if it is effective or not after launch.

VISUAL IDENTITY
Answer the following questions about your brand’s visual identity to help you assess whether improvements need to be made to your brand’s visual presence
in the marketplace.

What is your organization’s logo?

 What imagery and verbiage is/isn’t working in your logo? Why?

The image is providing the message of the brand providing plant based nutritious snack to munch.

What is your company and logo’s “color palette”? Is it as contemporary as you would like it to be?
We will incorporate a complimentary color palette to company’s various elements & for logo we will incorporate a simple dual
color palette.

What typography do you use in your brand? Why?

We have incorporated a simple recognizable typography for easy readability.

How well does your visual identity reflect your brand’s personality?

Brand’s personality is all about promoting healthy snacks & hence the selected color palette & brand logo indicates the same.

How well is your brand reflected visually in the marketplace? How might it be improved?

Needs to be launched yet. Will provide visual designs for the product.

How well does your brand differentiate you from the competition?
Nutri Munch differentiates itself from the competition by inculcating healthy recipes for their snacks & providing a new flavor
option unique from the competitors

Ideally, what would you like your visual identity to communicate?

We would like our brand to communicate that healthy snacking is possible & we are the alternative for unhealthy snacking.

BRAND EVALUATION
Answer the following questions about your brand’s visual identity to help you assess whether improvements need to be made to your brand’s visual presence
in the marketplace.

Overall, from what you’ve reflected on in this brand-audit process, how effective do you consider your brand to be? Why?

We believe the brand is really effective, as we are living in a surrounding where individuals are really interested in a healthy
lifestyle and want products they can munch on as well. Especially youngsters between 18-25 who are constantly munching.
What opportunities do you think would help you improve your brand?

The products to be sold everywhere like supermarkets, hypermarkets and kirana stores as well. It should be a recognized brand.

How will you track your brand’s effectiveness in the marketplace? In other words, What are the key performance indicators (KPIs) you’ll use to
measure your brand’s effectiveness?
Brand recall, Retailer demands, use of the product, Cost of customer acquisition, and social media mentions will be some of the
key performance indicators when the product will be launched in the marketplace.

How will you measure brand awareness in the marketplace?

Brand search volume, increase in leads, social media engagement will be some of the methods to measure brand awareness.

How will you measure brand-related referral traffic?

Word of mouth, Social Media backtracking, Channel backtracking.

How will you track your brand-related earned media value?

Earned media value for the brand can be calculated by engagement of users with the brand on social media platforms with shares
per post, like & comments per post, etc.

How will you compare that earned media value to your competitors’?
By comparing the earned media value to the competitors will help the brand to know in what ways the competitors brand impact
own brand. These impacts can be seen on places like people supporting brand on different social media, choice of consumer, etc.

How will you measure your brand-related social media effectiveness?

We can do email marketing related to how the ingredients of the products are healthy and beneficial without indicating the brand &
then once the message is being pushed enough times in the minds of consumer, the brand can pitch in their healthy snacks to the
consumers which will give the consumers a recall about brands benefits.

What type(s) of customer research will you conduct to measure your brand’s effectiveness?
1. Primary research
2. Qualitative research (Interview, focus group,)
3. Social media numbers

What are your key takeaways from this brand audit?

It helps us to know how our brand will be perceived by our consumers, and after the launch we will be able to inculcate changes
after receiving feedbacks.

What is your first action item to improve your brand?

To inculcate omni-channel presence where products can be sold.

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Group No. 7
Naman Khinwasara
Hritik Chopra
Shweta Rathod
Abhishek Rao
Poojitha Polavarapu