The First Step to Maintaining or Fixing a Brand
You’ve worked hard to develop your brand, making sure that it communicates the right message that resonates with your consumers. But, how can you go about making sure your brand stays properly calibrated or even find new ways to optimize it? Just like people, brands need regular checkups that we call Brand Audits to evaluate the ins and outs of the brand.
Key Steps in Executing Brand Audits
Brand audits are meant to evaluate the performance of your brand by focusing on how the core pillars of your business perform in your target marketing and how your brand is perceived by your target audience. We condensed guidance of Neil Patel and Brandwatch into these four steps.
Create a Framework
Both Patel and Brandwatch agree on the first thing you need to do when beginning a Brand Audit: get organized. When creating a framework, review all of your business and marketing plans in order to determine what aspects of your particular brand you need to evaluate. Also be sure to review any and all consumer touchpoints which are vital to the kind of research you will need to execute later on in your audit.
Review Digital Analytics
Digital analytics present ready-made measurements for determining several aspects of your brand’s performance. By evaluating your web, social, and email marketing analytics, you can begin to understand not only how relevant your brand is but also how effective your digital strategies are.
Engage Your Customers
Time and time again, we have covered how critical it is to adopt a consumer-first marketing approach. Brand audits are no different. Exploratory research, whether qualitative or quantitative, is key to understanding how your target audience perceives your brand and how well you are meeting your consumers’ needs.
Evaluate Data & Determine Action
Brands and industries vary, and, according to Brandwatch, you may want to evaluate additional data such as competitor performance and sales data. However, once you have gotten organized and collected your data, the final steps of your audit will be analyzing your data and determining the appropriate course of action.
You must identify any drops in performance or gaps in your business or marketing plans and then develop action plans to remedy these shortcomings. Identify actionable and achievable goals and create strategies to accomplish these goals in a timely manner.