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 (USP)
- 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.