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Brand audits: a valuable process

by Doug Jackson, RGD

iceberg view mainly submerged in water, slightly seen above water

Times change, as do brands. Brands are breathing living things that need to grow with the natural changes in culture, the shifts of modernization that affect how people view you.

Are you current? How are people connecting with your brand?

Are you still relevant? Do you want to start new products or service lines, looking to shift perceptions? If so, a brand audit will help you position yourself to be on track with your business goals and make you the influential voice.

Whether you’re a marketing agency looking to reposition, a tourism association hoping to stand out, or one of the many small businesses aiming to connect with potential customers, a brand audit is a foundational step.

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What is included in a brand audit?

Your brand is a complex set of variables that weave through every front line and backroom aspect of your organization. A thorough brand audit of all the internal and external moving parts will draw a clear, concise picture of how well they are working together. The ultimate goal is to build a strategic brand identity that will help your organization reposition and grow.

Step one: internal audit

  • Brand values: what is your unique selling proposition, brand promise, or brand essence? These are key attributes that form the basis of public perception and guide your digital strategy.
  • Positioning: what are your key messages and positioning statements? Reviewing these will determine if they are in sync with your brand values.
  • Voice and culture: how do you communicate with audiences? Formal, casual, somewhat in between? Analyzing your brand tone of voice will determine if it is aligned with your brand values and positioning.
  • Product and service positioning: how do your people perceive your products or services? What value do they believe they offer your clients or prospects and how do they differentiate from the competition?
  • Systems: are your corporate identity and brand standards being applied consistently in graphic design materials and do they represent your values, positioning, voice and offerings? Does your marketing collateral follow the standards consistently?
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Outcome:

Step one will include a strategic summary analyzing the pros and cons of all internal variables influencing your brand.

Step two: external audit

  • Corporate identity: is your logo and supporting brand’s design system current and relevant to your market? Is it competitive with famous logos in your industry? How does your brand’s creative stand up to the quality of your competitor’s? Is it suited to today’s technologies?
  • Product and service positioning: what is the outward perception of your brand? Does it reflect the quality of your product or services and your brand proposition?
  • Collateral and media: is the creative and messaging of your video productions, brochures, print materials, trade show displays, advertising, etc. seen as current and relevant to your clients or prospects needs?
  • Technology: is the style of your website current as well as mobile responsive? Are you demonstrating expertise through blogging, etc.? Do you offer online functionalities and business systems your clients or prospects would love that could improve client satisfaction? Strong web design and development can elevate user experience and improve conversion.
  • Social media: are your social media campaigns cohesive, and do your social media platforms reflect your brand clearly and consistently?
  • Community involvement: if you are involved in sponsorships, charitable work, or associations, is your brand being presented in a way that enhances your value? Is that involvement helping you grow your business?
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Outcome:

Step two will include a strategic summary analyzing the pros and cons of all external variables influencing your brand.

Step three: recommendations

Knowledge is power. Knowing how to use it is empowering. The final phase of a brand audit includes strategic solutions to move your brand forward and boost your online visibility.

You may need one, some or all of:

  • An all‐in‐one brand audit report including analysis and recommendations
  • A new logo
  • A revamped visual identity and landing pages to support lead generation
  • A creative agency style guide that covers tone, design, and messaging
  • A brand book that incorporates both design and tone of voice standards
  • An updated website including current and relevant technologies
  • A complete digital marketing and advertising agency plan that integrates SEO, social, and advertising
  • A social media strategy

In the end, a comprehensive brand audit will reveal new ways to grow and reinvigorate your brand your current clients while resonating more effectively with new prospects. These will be suggested steps in a menu format that you may gradually adopt to become current, relevant and influential in your industry.

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Outcome:

Every client is different and proposed strategies can offer many solutions to reposition your brand.

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Why Accurate?

As a full-service Ottawa ad agency, Accurate Creative offers end-to-end brand, digital, and video services. From audits to execution, we’re the digital marketing company that delivers holistic, data-driven results. Whether you found us searching for a marketing agency near me, advertising agencies near me, or top creative agencies Ottawa, you’re in the right place. Our team has delivered results for national brands and marketing companies alike, with case studies that speak for themselves.

Ready to elevate your brand? Let’s kickstart your brand audit.

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About the Author

Doug Jackson has four decades of experience in an ever-evolving marketing universe—working for hundreds of clients on thousands of projects—has honed his leadership and strategic brand development skills.

Whether the situation calls for a ten-thousand-foot view or an on-the-ground assessment, his unique ability to advise clients makes him a valued asset on any project.

Doug Jackson, RGD

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