Branding Audit

Make sure your brand supports your marketing message

At Marketing Audit, we can offer you a comprehensive brand audit to check the viability and performance of your brands. It does not matter if you operate in the B2B or B2C marketplaces, brands are important.

The audit involves the following:

Brand metrics
Internal aspects
Market segments
Unique Selling Propositions
Positioning
Character

Brand metrics

We evaluate three main areas within metrics - the measurement of the effectiveness of your brand. These are:

Image metrics, including awareness, recognition, relevance, preference and brand loyalty
Impact metrics, including brand market share, profit, pricing premiums, product/brand lifecycle and customer life value
Brand equity, including brand loyalty, name and logo awareness, perceived quality, association and other marketing activities and assets

Internal aspects

Internal aspects of your branding relate to your corporate resources, strategic goals and tactics, as follows:

Brand structure, including the numbers of brands, extensions, nomenclature, etc
Brand management, including your organisation, policies, customer services, budgets, brand consistency, standards and education

Marketing segments

Your brand may appeal to more than one market segment, some of which you will actively pursue. We audit the approach your business has to the focused segments.

In doing this, we assess the size, geography, maturity and profile of the segment, the industry trends and buying practices within the segment/s, and compare this against your strategic plans.

Unique selling propositions

Your Unique Selling Propositions, or USP's will help differentiate your brand from others. This can include:

Pricing
Quality
Customer service/care
Depth/breadth of brand line
Brand leadership
Category leadership
History
Superiority
Age of design and technology

Positioning

Where is your brand positioned against the competition, direct or indirect, and does the image of your brand support this?

Character

What sort of persona does your brand have, from the product or service, the packaging, communications, logos, etc. We examine all of these elements to ensure a good fit with your strategic objectives.

MARKETING AUDIT