Why You Need a Brand Audit Brought to you by the marketing/communications subgroup of the Central PA Chapter of The Association for Strategic Planning
Jun 27, 2015
Why You Need a Brand Audit
Brought to you by the marketing/communications subgroup of theCentral PA Chapter of The Association for Strategic Planning
Do not undertake vigorous physicalactivity without first consulting aphysician.
“Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to.""I don't much care where –""Then it doesn't matter which way you go.” ― Lewis Carroll, Alice in Wonderland
“Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you are.""I don't much know where –""Then you probably won’t get there.” ― Marcus Grimm, Why You Need a Brand Audit
Brand Audits Tell Us
• What we’re known for• What our brand personality is• What our brand is doing (or trying to
do)• Where we are succeeding (or not)
Brand Audits Give Perspective
• From employees• From customers• Other stakeholders– End users– Investors
Who Could Conduct the Brand Audit
• You• An external source (hint hint)• Some combination thereof
If It’s You
• Get a team without a horse in the race– The marketing department can write the
questions. They probably shouldn’t ask them.
• Don’t defend and justify• Don’t fix anything (that’s what your
strategic plan is for)
If It’s Another Firm
• Be patient• Be open and accepting• Challenge them to make results
actionable
A Brand Audit Should Always Be Done…
• Before a logo change• Before a market shift• Before a new product introduction
that isn’t in your wheelhouse• Before a website revamp with a new
content strategy
Brand Audit Outcomes
• Comprehensive report• Brand inventory• Brand positioning statements• Logo redesign (if desired or
appropriate)• Employees who “get it”
Brand Audit Elements
• Brand scorecard• Content inventory• Impact metrics• Market definition• Internal differentiator report• External positioning report
Brand Scorecard
• Brand CBC• Online survey• What products/services are strong• What products/services are weak• Key reasons people buy from us• How we are communicating our brand
currently– Tactically– Emotionally
• Key here is asking “what” questions
Brand Scorecard - Goals
• Peeling back the onion• Identifying key stakeholders within
the organization who can help us further
• Figure out if everybody is on the same page
Content Inventory• Collection of all of the assets
– Brochures, flyers– Website– Newsletters– On hold message– Signage– Email templates– Tradeshow booth– Logos, slogans
• Determine– Are we using it?– Are we going to continue using it?– Does it/will it need updated?– Does it accurately reflect the brand?– When possible, how does it compare?
Content Inventory - Goals
• Identify the bedrocks of your program– Calendar
• Identify the brand disconnects– Luxury business with floppy card stock
• Identify everything that a potential rebrand would effect
Impact Metrics
• What are we selling• Who are we selling it to• Moves beyond perception to reality
Impact Metrics - Goals
• Markets and products that are doing well will be recognized
• Markets and products that haven’t panned out will be identified
“Your brand marketing is only as infiniteas your marketing budget and the hoursin a day.” ― Marcus Grimm, Why You Need a Brand Audit
Market Definition Report
• Explores the terrain• Looks at the possibilities• Should be quantitative• Completed via interviews of key
industry professionals and/or reviewing available data
Marketing Definition - Goals
• Can anyone succeed here• If so, what specific niche will we fill– Here’s where we talk about competitors
Internal Differentiator Report
• Targets identified in the scorecard• Looking for additional insight into the
scorecard• Telephone/in person interviews• Key here is asking “why” questions
Internal Differentiator - Goals
• Validate quantitative information in scorecards
• Gain insight how the brand arrived where it is
• Gain perspective into possible brand evolutions
• Lock down your reason to be
“Quality of service is not a differentiator in client acquisition. It is only a differentiator in client retention.” ― Marcus Grimm, Why You Need a Brand Audit
External Positioning Report
• Telephone/in person interviews with customers
• What they think• What they recall: name, slogan, etc.• Your strengths• Your weakness• Your personality• Your image• Your communication consistency• Your communication style
External Positioning Report - Goals
• Stop the naval gazing• Go to the source• Validate/invalidate spend• Validate/invalidate tone
What Happens When We Don’t Listen to Who We Are?
Brand Mistakes - Personality
Brand Mistakes - Vertical
Brand Mistakes – Core USP
Brand Smarts – Product Extension
• Walz, Deihm• Rhoads Energy• Smilebuilderz
Brand Simplicity
• Wohlsen Works• Live United• Willow Valley Communities
In Conclusion
“Begin at the beginning," the King said, very gravely, "and go on till you come to the end: then stop.”
― Lewis Carroll, Alice in Wonderland
“Begin with a brand audit, know why you’regoing where you’re going, and enjoy the trip.”
― Marcus Grimm, Why You Need a Brand Audit