Brand Audits - What Are They?

You've probably heard the term "brand audit" before, but you may not be entirely sure what it means. They are becoming increasingly common in businesses of all sizes. It is critically important for any business to be aware of what its brand is saying and how it is being used.

What is a Brand Audit?

A brand audit is simply a comprehensive analysis of a brand. This can include everything from the history of the brand and how it's evolved over time, to a review of all current brand assets and touchpoints.

Why are brand audits important?

There are a few key reasons:

  • If you're working on a rebrand or refreshing your brand identity, it's important to take a step back and understand where you're starting from. What has worked well in the past? What needs to be improved?
  • Brand audits can help identify areas of brand sprawl. This is when a brand has too many sub-brands, or when brand guidelines are not being followed consistently.
  • Brand audits provide an opportunity to take a closer look at your competitive landscape and understand how you stack up.

What should be included in a Brand Audit?

There are a few key elements that should be included in a brand audit:

  • A review of the brand's history, including any major changes or rebrands
  • An analysis of all current brand assets, including logo, colors, typography, etc.
  • A review of how the brand is being used across all touchpoints
  • An evaluation of the brand's competitive landscape
  • A SWOT analysis of the brand's strengths, weaknesses, opportunities, and threats

A brand audit is a crucial part of any branding project. By taking the time to understand your brand inside and out, you can set yourself up for success in the future.

Before you start

If you're thinking of undertaking a brand audit, there are a few key things to keep in mind. First, make sure you have buy-in from all stakeholders. This is a big project, and you'll need everyone on board from the start. Second, be prepared to take a deep dive into all aspects of the brand. And finally, don't forget to document everything! A brand audit can be a valuable tool for any business, but only if it's done right.

Are there brand audit tools to help?

Yes, there is brand audit software available that can help with conducting a brand audit. This type of software can be especially helpful if you have a large or complex brand. It can automate some of the more tedious aspects of the brand audit process, and it can provide valuable insights that you might not otherwise be able to get.

How often should you do a brand audit?

There is no definitive answer to this question. brand audits can be conducted as often as you like, but they are typically done on a yearly basis.

By conducting regular brand audits, you can ensure that your brand stays on track and remains relevant in the ever-changing landscape of business. Brand audits are an important part of any brand's success.


Whittney Twomey

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