It is important that you audit your brand every now and then. You don’t have to hire someone to do a small-scale brand auditing. Here is a simple step-by-step way to audit your brand.
1. Create a framework
Before you start examining your website, make a list of topics to be covered and how will you go about the process. These are the elements which need to be considered during the brand audit:
- Your brand’s purpose and use
- Your main competitors
- Your target market and product niche
- Your product strengths/weaknesses
- Your market positioning vis-à-vis competitors
- Your current and anticipated industry trends
- Your differentiators, like pricing, quality of service, first mover advantage, etc.
2. Ask your customers
It can be easy to rely on the web and social numbers alone, but this will not give a complete picture. You can conduct surveys by telephone, email, on your website or as part of the sales process.
A mixture of quantitative and qualitative feedback will provide a more rounded view. Understanding the customer experience at each touchpoint will be an important part of your audit.
3. Review your web analytics
Have a look at your web analytics program to discover how your website is performing. Monitoring paid and organic channels is standard practice for working out if your SEO or display adverts are succeeding or need optimizing. You can also look deeper to see if traffic is coming from the markets you are targeting.
4. Review Social Media
Social data can help further flesh out the overview of your brand, giving access to audience data that is unavailable through other channels.
The demographic information available through social media allows you to better understand your audience. You may want to reposition your messaging if your actual audience differs from your perceived audience.
A linguistic analysis using categorization of mentions can inform you of the associations with your brand. Combining this data with an audience analysis gives you opportunities to reposition or highlight strengths, and answering the needs of the market.
5. Take action and monitor result
A brand audit is useless if you don’t devise an action plan for the issues highlighted. In order to do that, make a detailed report using your findings in the brand audit process and set actionable targets that are required to address those issues.