How Brand Audit Can Help You Get Clients

Your brand is what distinguishes you and your business from the competition in all the right ways. Conducting a frequent brand audit will assist you in making constant progress towards business growth and your business goals. What might be the reason for this you may ask? A brand audit will very quickly show you what aspects of your branding strategy are performing well and what needs to be improved on.

What exactly is a Brand Audit?

A brand audit is a thorough review of your business, which will reveal where your brand stands in relation to your competitors. This audit will bring your brands strengths, weakness, opportunities, as well as threats to the forefront. You will be able to determine areas which need development based on gathered data and consumer research.

Although the specifics of what it covers may differ from business to business, a brand audit will often analyse all elements which make up your brand. There are several reasons why you would need to conduct a brand audit:

• Marketing efforts aren’t giving desired results
• Traffic to the website is low
• Emails aren’t being opened
• Sales are low

Areas of Brand Audit

Since you now know what a brand audit is, and the reason for conducting one for your business. Here are the three areas to include in your audit:

1. Internal Branding

This covers the corporate culture and your values, vision and goals. When assessing internal branding, conducting surveys may give you knowledge about your workforce and culture. If you are a solopreneur, write what you believe in and are passionate about. WHY are you running this specific company? Once you know your why, it is easy to determine who your ideal target market will be. In our previous blogs, I talked about the 3 guidelines to help audit your marketing strategy. You can read more about it here.

2. External Branding

Your products, services and branding all tell your customers a story. Your company’s external brand include elements such as your website, social media accounts, advertising, logos, emails, and the phrases you use online. However, not everyone knows where to start in branding their business. Avoid these common mistakes entrepreneurs do when branding their business. Watch the full video here.

3. Customer Experience

Customer service exchanges as well as online customer exchanges are examples of this. By conducting an audit in this area, you may determine how well your brand is received by consumers in terms of sales and customer service. To help you in this area, here are a few questions you need to answer:

• How would you sum up our company’s image?
• How do our goods add value to you?
• How do you feel now that you’ve seen this?
• Do you tell others about our goods, services, or content?
• When you view our logo, what comes to mind?
• What has your interaction been like with our customer support team?
• How can we make your experiance with us better for you?

Advantages of a Brand Audit

The purpose of the audit is to analyse the effectiveness of your current branding. It will reveal what works and which tactics you should stick to. However, it will highlight weaknesses and roadblocks that may stop your brand from reaching its full potential. The following are some benefits of doing a brand audit:

1. Enhance the consumer experience

Auditing is one of the most effective methods for assessing your customers experience. Understanding your customers is the only way to improve their experience, whether you are organising events, offering a technical service, or selling products. An experienced auditor can provide an accurate evaluation of your customer service’s positive and negative aspects, allowing you to build on your strengths and correct your weaknesses.

2. Boost brand loyalty

Customer service is a vital aspect of brand loyalty, but it is not the only one. One of the most important advantages of a brand audit is the information it provides regarding customer behaviour and brand positioning. An audit gives an unbiased assessment of how your clients recognise your brand from competitors and their feelings about the service you deliver. It delivers useful information on your marketing activities, enabling you to discover growth opportunities and build on existing customer brand loyalty.

3. Completely understand what others think of your brand

Whether we like it or not, prejudices and perception frequently colour our impressions of different brands and businesses. No one within an organisation can provide an honest appraisal of how a brand is seen, so making sure you understand how others see your brand is important. Make sure your brand audit includes feedback from consumers and clients, as well as employees. As Jeff Bezos is famous for saying, “Your brand is what other people say about you when you’re not in the room.”

4. Determine where you are not hitting the mark

Understanding brand perception is the most effective technique to evaluate the restrictions of your current strategy. The big picture perspective of an audit is to find problems in marketing, communication, customer service, and better them. Completing analytical evaluations allow for targeted growth in important areas, increasing your return on investment in anything from marketing to staff training.

5. Identify new growth possibilities

The actual value of a brand experience audit extends far beyond the candid feedback about your brands health. Your brand may be the most significant aspect of your business, but it will never achieve its full potential unless it is guided and developed, ever-evolving and improving. Seeking the help of an experienced auditor, someone willing to do a thorough analysis of the external market, your role in it, and customer behaviour, will provide valuable insight into future development possibilities.

Marketing & Brand Audits are something that were do here at Marketing Leap, regularly. Regardless of whether it is Social Media Management Web design or even SEO, the first thing we do is define and highlight your identity and message so that everyone is on the same page, making it simpler to call in your your ideal clients.

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