brand audit, brand discovery, brand, audit

When was your last Brand Audit? In this episode of Branding Like A Boss I talk about why its so critical to not skip step zero…

Year ago I designed a brand audit process and in this episode I talk about how conducting your own brand audit can greatly benefit your business and overall position in your industry.

The importance of conducting a brand audit is often understated. It is vital to ensure that you have a clear cut understanding of what your goal is as a business. Especially with multiple employees, it’s necessary to make sure everyone is on the same page from the top down. Consistency plays a huge role in the success of your business and the potential that it has to expand. Here are 7 simple steps on how to successfully conduct a brand audit.

  • Define your brands positioning

  • Define your strengths and weaknesses

  • Ask the right questions to know what you don’t know

  • Identify the pros and cons of your brand and messaging

  • Where does your brand work and where does it not work?

  • What are areas of growth and improvement within your system?

  • Define your target audience

Check Out This Podcast I recorded on a DIY Brand Audit Guide

Define your brands positioning

You must ask yourself, what is your position? Where do you stand right now as a business? Don’t make changes for the sake of changing. Have a purpose behind each move or alteration you make towards your business.

Define your strengths and weaknesses

There are always going to be certain things that can be considered strengths over other aspects of the company.  Again, knowing what to change is important. Find out what is generating success for your business, and what needs to be improved to enhance the company. You can’t improve on the things that are holding you back if you are not able to identify them. On the other hand, you can’t possibly work off of your strengths and maximize them if you are not able to clearly identify what they are. The sooner you are able to recognize these strengths and weaknesses, the better off your business will be. This will allow you more time to conduct a proper diagnostic review of what can be enhanced, and what needs to be utilized more to properly maximize potential growth.

Ask the right questions to know what you don’t know

Working off of the previous tip, it is necessary that you ask the right questions to identify what you don’t know. The best way to come up with answers is to ask as many questions as you can, and then delve into the unknown. Only so much can be done to your brand without expanding your knowledge. Ask yourself what it is that needs to be done to expand, and then continue to ask yourself what do you want to see be done to reach new heights. When working with multiple employees or fellow business partners, make sure to touch all of the bases with each of them. What the CEO knows may be different than what the CFO knows. Employees may know something that a marketing manager might not. Get input from all of the levels of your business by asking questions. Gouge out all of the knowledge from everyone involved, and this will not only help you to learn what was not already known, but it’ll put everyone else on the same page as one unit.

Identify the pros and cons of your brand and messaging

It is important to truly grasp an idea of how your brand and the message of your brand are reflected through your consumers. Do a little soul searching and deep digging to find out what your brand is going to accomplish for you, and what your message is portraying to your audience.

Where does your brand work and where does it not work?

First and foremost, establish your brand. Agree on that message of what you want your brand to say, and then find out what is the best way to get that message out to people. Social media has become the hub for branding your business. Everyone is using social media now a days, and it’s important for you to utilize it, but do so properly. Do not waste time using social media sites that don’t provide your company with the type of exposure you are looking for. Demographics could play a role in it depending upon your target audience. Different audiences may use different platforms of social media, so it is important to identify that, and identify how your brand resonates with those users. It doesn’t have to be just social media though. There are plenty of other ways to expand your message and brand.

Where are areas for growth and improvement within your system?

Similar to identifying pros and cons, taking it a step further would be identifying what needs to be done to expand your business and its brand. It is tough to truly identify what needs to be done until you actually put the pen to some paper and collaborate with fellow employees within your company. Hear the voices of everyone, whether they be employees or specialists within your company, and get an understanding of what they think could be done to grow and improve. Again, this will allow for unity going forward, which is essential for a business to succeed and for a brand to resonate with the public.

Define the target audience

Last but certainly not least, you need to identify who your target audience is. There are different ways to connect with different demographics. It’s not always if you get their attention, but it’s how you do it that can make a world of a difference. You can find ways to connect with specific audiences depending upon the message you are trying to get out to them, or you can find a way to appeal to a much broader group of people.

Remember, it is essential that you figure out where you’re at before making changes. That is the purpose of conducting a brand audit, and you can do it on your own. People pay thousands of dollars to have this done for them, but you don’t need to do that. Ask yourself where you want to take your business and your message, and what your goals are. Stay on the same page with everyone involved, and that will lead to unity which is necessary to find success in the business world. Don’t do anything that is a waste of time. Take the time to make the proper adjustments. Do not rush and try to piece everything together instantaneously. Following these simple steps will allow you to conduct a brand audit yourself, and help expand your brand and message in a more efficient manner.

For more information on Brand Audits check out our “Brand Discover and Strategic Workshops“.

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