What is a brand audit?

Evaluating the current state of the brand

A brand audit often consists of reviewing the brand's visual identity, messaging practices, and all marketing and promotional communications to assess if they are consistent with the overall values and goals of the company.

Determining brand strengths and weaknesses

This stage of a brand audit involves identifying the current strengths and weaknesses of a brand. It might apply to many different areas, such as customer loyalty, reputation, brand awareness, and overall recognition.

Evaluating the market competition

This involves market research, specifically into competing companies that fall in the same industry or offer a similar product or service. Analyzing the competition and the specific market the company resides in helps to form strategies for ways it can differentiate itself and stand out in the market.

Identifying areas of improvement

Areas of improvement are different for every company conducting a brand audit. Some might find that they need to improve messaging and positioning, while others might find they need to do a better job of reaching their target audience. Once areas of improvement are determined, a company can then take informed steps to improve its brand comprehensively.