At any point in my career, I’ve found that thriving companies have comprehensive, strategic marketing and brand strategies. These are businesses that have taken the time to perform research and analysis in order to understand their market and their audience and consumers. Goals are formed and guide the teams when they are clearly defined and are backed by data. Oftentimes, the starting point for creating a clearly defined marketing and brand strategy begins with what is referred to as a “Brand Marketing Audit”.
So what is a Brand Marketing Audit, how can you conduct a review, and why are they important? Keep reading to find those answers and more.
What is a Brand Marketing Audit?
A Brand Marketing Audit reviews and diagnoses everything your brand touches – both internally and externally. During the review, your current marketing objectives, strategies, and goals are also evaluated in order to identify areas of strength and places where improvements can be made. Any gaps in messaging, style, and look are examined during this review. It’s a thorough process that ultimately helps you to make informed decisions (backed by facts) in order to grow your business.
Why are Brand Marketing Audits performed?
To put it simply, marketing audits can help you grow your brand and thus your business. The reason a marketing review is so helpful is that it creates alignment that ladders up to a clear, concise strategy for your business. Ultimately the result is your brand is consistent and you save time and money. Smarter marketing decisions will result in campaigns that drive sales, build loyal customers, and create long-lasting relationships.
When working on any brand, my mission is to take out the overwhelm and confusion out of the marketing function so you can save time and make your marketing dollars work as hard as they can.
How are Brand Marketing Audits performed?
These reviews come in many sizes. A big component is reviewing every touchpoint your brand has with prospects, customers, and internal constituents. Depending on the size of your business, this could be focused across the entire organization or very narrow and deep across social media alone. Additionally, you can conduct market research with your existing customers as well as the general marketplace and competitors. After a thorough analysis, using facts and data to pinpoint strengths and weaknesses and to define and clarify your brand strategy is essential to getting the most out of your audit.
Who performs Brand Marketing Audits?
You can perform your own, or you can hire someone with honest objectivity. Someone who understands your business and industry. Someone who has a brand strategy and marketing experience. Either way, it’s important to know you have options when it comes to having this key step in business growth performed.
This checklist tool is a great way to get started to help you understand where your marketing strategy can be improved.
Do you have more questions about Brand Marketing Audits or having one done for your business? Let’s chat!
