A brand is an invaluable asset for many businesses. It represents the company’s vision, mission, and personality, and differentiates it from its competitors. However, to maximize its effectiveness, a brand needs to be periodically reviewed and evaluated.
Brand Audit is a process of evaluating the impact and message of your brand, helping you understand your customers’ perception of your brand. This process includes evaluating both internal brand (such as company culture, core values) and external brand (such as customer perception, brand image). Let’s find out with GOBRANDING what is Brand Audit ? Steps to conduct a brand assessment.
I. What is Brand Audit?
Brand Audit is a comprehensive evaluation and analysis process of a brand.
Performing a brand audit allows businesses to take a step back and see the overall picture of the brand’s position in the market, thereby outlining an effective development strategy for the future. Brand Audit helps to exploit the brand’s strengths and overcome brand weaknesses in the market compared to competitors.
II. Benefits of brand audit for businesses
Brand Audit is a comprehensive brand position exploration, helping businesses understand the nature and potential of the brand in the future. From there, make wise decisions for brand strategy, build a strong and stable brand in the competitive market. Here are the benefits of brand audit:
Comprehensive brand identity assessment: Brand Audit helps analyze the effectiveness of brand identity strategy in all aspects, determining the level of brand awareness and company products. Thanks to that, businesses can assess the level of brand suitability with culture and target market.
Evaluate communication effectiveness: Analyze the effectiveness of implemented communication campaigns. Through this, identify strengths and weaknesses to improve strong campaigns, avoid wasting budget on ineffective campaigns.
Researching target customers: Businesses can analyze the behavior and consumption trends of target customers based on technology platforms. Identify factors that influence their ability to decide to buy products, thereby building appropriate approach strategies.
Competitor research: Analyze the strengths and weaknesses of competitors and determine the brand’s position relative to competitors. Evaluate multidimensional factors affecting competitors, collect useful information to increase the level of effective brand competition.
Research and expand future product lines: Brand Audit allows businesses to predict future market trends and customer needs. This allows them to plan long-term development and allocate financial resources appropriately and effectively for future activities.
III. When does a business need to conduct a Brand Audit?
After understanding what Brand Audit is and the benefits it brings to businesses, let’s find out with GOBRANDING when businesses should conduct a brand audit:
When it is necessary to renew the brand: The brand image is old and no longer suitable for customer tastes. The business needs to create something new and attractive to compete with competitors in the same industry in the market.
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Want to know how to do a proper rebrand: Businesses want to change their brand, but don’t know where to start. Brand Audit will help determine the right direction for effective rebranding.
When repositioning a brand: Businesses that want to change their brand position in the market need to position their brand in line with their new goals and strategies.
When a business needs to expand and attack new markets:
Adjust the brand to suit the culture and tastes of the new target market.
Need to maintain the difference: Want to create a unique and different position compared to competitors to develop the brand and retain customers.
When merging or acquiring brands: Businesses need to unify two brands into one, so they need to identify and develop a strategy suitable for the new brand through data from Brand Audit.
Unable to attract top talent: The brand image is not attractive to potential candidates, so it is necessary to enhance the brand value in the market to attract talent to the company.
Try to connect with a new audience: You want to expand your market share and reach new customers. Therefore, your business needs to adjust its message and brand image to suit the new audience.
When it comes to regular brand maintenance: Brands need to stay current and relevant to their target market. Therefore, brand audits are important in assessing and maintaining brand consistency over the long term.
In addition to the above times, businesses should also consider performing a Brand Audit when encountering problems such as:
- Revenue dropped dramatically.
- Low brand awareness.
- Customers are not satisfied with the brand.
- Website traffic dropped rapidly.
IV. 12 steps for a comprehensive brand audit
Next, businesses need to understand the comprehensive brand audit steps to apply to the Brand Audit process. In this section, GOBRANDING will help you understand the 12-step process through the following content:
1. Define brand goals
First, you need to list specific and measurable goals such as: raising awareness, increasing revenue, attracting new customers, etc. Determining goals helps businesses focus on developing brand positioning, avoiding setting goals that are too large to achieve so as not to waste resources on unfeasible goals. In addition, you need to refer to the original brand development plan to determine the appropriate direction. You need to consider target customers, products, communication channels, prices and current brand position. Plan to collect as much data as possible to serve the Brand Audit process.
2. Consider external marketing activities
External marketing plays an important role in positioning your brand and attracting customers. Businesses need to carefully evaluate the following factors to ensure consistency and effectiveness:
Brand identity elements:
- Logo: Check that the logo is used consistently across all platforms and distribution methods. Make sure the logo is recognizable, consistent with your brand image, and appealing to your audience.
- Brand colors: Analyze how brand colors are used in advertising publications, websites, social networks, etc. Ensure consistency and effective brand message delivery.
- Advertising materials: Evaluate the quality of images, videos, content in advertising publications, websites, emails, newsletters, etc. to ensure creativity, appeal and clear message delivery.
- Business Cards: Check that the information on your business card is complete, accurate, and consistent with other communication channels.
Consistency across channels: Ensure consistency in brand expression across all communication channels, including:
- Website.
- Social networks (Facebook, Instagram, LinkedIn,…).
- Email Marketing
- E-newsletter.
- Online and traditional advertising.
Analysis and adjustment:
- Compare external marketing elements with the business’s overall marketing strategy.
- Use analytics tools to track the effectiveness of your outbound marketing activities.
- Based on the analysis results, adjust and optimize the necessary factors to improve customer attraction efficiency.
For example: Compare the color scheme of your website logo with the color scheme in your advertising materials. Evaluate the consistency of your brand message across social media channels. Analyze the CTR of your banner ads to optimize their effectiveness.
3. Customer survey
Customer surveys are a powerful tool for businesses to collect feedback and understand how customers perceive the brand during the brand audit process. Thanks to these valuable assessments, businesses can adjust their marketing strategies, improve products and enhance customer experience, thereby promoting effective business growth. To conduct effective customer surveys, businesses can combine a variety of methods:
- Focus Groups: Hold group discussions with a limited number of customers to gather in-depth opinions about the brand.
- Email Surveys: Send email surveys to your b to b database customer list to collect feedback quickly and cost-effectively.
- Social Media Polls: Use social media platforms like Facebook to collect customer opinions through comments, messages, or online surveys.
- Phone Survey: Call customers directly to collect detailed feedback and gauge satisfaction.
- Online Surveys: Post surveys on your website or online survey platforms to collect opinions from a large number of potential customers.
When designing a survey, businesses need to balance qualitative and quantitative questions to collect multidimensional and complete information:
Qualitative questions: Unleash detailed and in-depth answers, helping businesses better understand customers’ thoughts, feelings, and behaviors.
4. Check website data
During the brand audit process, you also need to analyze website data to evaluate the effectiveness of web activities. This will help businesses develop appropriate strategies to attract customers and increase revenue. Here are some important questions to consider when performing website data analysis:
- Where do people visit your website from?
- What links do they click on?
- Does the website attract the target customers?
- What is the Bounce Rate?
- What is the Conversion Rate?
Google Analytics 4 is a free and effective website analytics tool that provides businesses with detailed information about user behavior on the website. Businesses should take advantage of Google Analytics 4 to effectively track and analyze website data.
By analyzing website data and providing appropriate optimization solutions, businesses can increase website traffic, increase conversion rates, improve user experience, and promote revenue growth.
5. Social Media Analytics
Social media analytics tools are a powerful tool for businesses to gather detailed information about how customers interact with their brands on social media platforms. This analytical data plays an important role in evaluating the effectiveness of social media marketing strategies and adjusting the approach accordingly to optimize the effectiveness of attracting potential customers. Here are some ways businesses can take advantage of social media analytics tools:
Track engagement levels through likes, comments, and content shares across channels. You also track the number and content of messages exchanged with customers to better understand their needs, questions, and feedback. In addition, video views, average viewing time, and video completion rates are also used to evaluate the effectiveness of Video Marketing.
Identify potential customers by analyzing marketing updated list of 2024 phone numbers from all over the world demographics ( age, gender, geographic location, interests, etc.) and potential customer behavior.
Evaluate campaign effectiveness by measuring the performance of posts, ads, and comparing performance across social media platforms.
Listen to customer feedback through comments and reviews on channels and for products. In addition, businesses need to monitor brand-related discussions to listen to feedback, answer questions and build good relationships with customers.
6. Check sales data
Brand Audit not only helps businesses evaluate marketing effectiveness but is also a valuable opportunity to analyze sales data. Through this, businesses can develop effective business strategies and boost revenue. Evaluation based on sales data helps businesses identify peak sales times, understand customer purchasing behavior, identify market trends, etc. to have appropriate brand development strategies and optimize resources.
7. Consider your target demographics
In addition to analyzing sales, media, and website data, businesses need to proactively approach and survey people in the target demographic group to collect detailed information about their perceptions, behaviors, and shopping trends. Through this, businesses can deeply understand the needs of potential customers and adjust products and marketing strategies accordingly to increase conversion efficiency.
Here are some suggested survey questions to help businesses collect useful information from potential customers
