A Brand Audit is an effective tool used in the discovery phase of a project in order to gather data through primary and secondary research methods on an existing product portfolio, a current brand identity, corporate brand strategy or a competitive environment.
Specific objectives may include:
- Review past research data provided by a client;
- Gather and analyze comments by internal decision makers (board of directors, employees, project leaders, etc);
- Extract brand elements (value propositions, messages, core values) expressed in sales aids, company website or other collateral material;
- Assess the current brand position of a business unit, product or corporate message within the business entity or in a defined product category or competitive environment
The Brand Audit utilizes either a quantitative or qualitative format depending on the needs of the project, provided material and availability of the client. Sometimes a conference call or in-person meeting is satisfactory in providing the materials needed for a Brand Audit. Overall, the purpose of the Brand Audit is to provide our strategists with the information needed to analyze the brand elements of particular corporate brand or product or service. The results are provided to the client in a power-point presentation. The Brand Audit is typically conducted as a precursor to other Brand Institute services including: the creative strategy and development process, a brand architecture design, brand messaging, tagline, graphic or logo development or positioning or brand identity market research study.
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