Branding

Branding does not end with creating your brand. In fact, it never ends.

What is the purpose of a brand ?

The power of a brand is much stronger than most realize. Brand is like a living thing that keeps growing and evolving. It has a unique personalities and its own set of characteristics. All that you need to do is nurture and guide it so that it fits into the environment perfectly.  

So then what is brand audit?

Brand audit is a process of analyzing your brand. You find out which characteristics and qualities are effective and which are not. 

When and why should we audit our brand?

A brand audit becomes absolutely necessary once every year, no matter how big or small your business is. A strong brand empowers and inspires employees. It’s the foundation on which a strong organization can be built.

Steps involved in the brand audit process

Here are a few steps that will help you understand how to do a brand audit:

·       Talking to your audience

·       Talking to your Employees

·       Reviewing your position

·       Researching the Competition

·       Evaluating Your Strategies

·       Analyzing your strengths and weaknesses

·       Compiling and analyzing what you have

·       Making an Action Plan

Do the math and ask yourself

If you’re looking to justify a rebrand in your organization, don’t be afraid to ask the tough questions surrounding your brand today, such as:

o  How many deals do we lose every month to a company with a stronger brand?

o  How many prospects do we turn off because of a lack of consistency between our website and marketing efforts?

o  How many new clients/projects would you have to win to justify the costs of a rebrand?

It`s time to act

Once you have made your decision to do brand audit, it is time to come up with a complete action plan that rolls out all the changes.

As a process, branding is a recursive one that regularly responds to the environment. To make sure this response is as expected, it is important to understand how to conduct a brand audit and perform one, every now and then, so that you can measure your performance against your brand objectives.