This may sound like a lot of work, but in reality, it's much easier to conduct a brand audit than you may think.<\/p>\n\n\n\n
Today, we'll show you what the brand audit process looks like, why you should go through it, and a step-by-step guide on how to do a brand audit for yourself.<\/p>\n\n\n\n
Start your brand audit process today with a free trial of Prowly<\/a><\/strong><\/h3>\n\n\n\nTry Prowly completely free for 7 days in a platform that has everything you need for PR.<\/p>\n\n\n\n
\n- All-in-one software:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n\n\n\n
- Transparent Pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- Comprehensive Monitoring:<\/strong> Track the web, social media, print, and broadcast mentions<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\nWhat is a brand audit?<\/h2>\n\n\n\n
A brand audit is a comprehensive analysis of a brand's current market position<\/strong>. A thorough brand audit includes an assessment of brand identity<\/a>, messaging, customer perception and its overall effectiveness in meeting business objectives<\/strong>.<\/p>\n\n\n\nYour typical brand audit template is going to include the following elements:<\/p>\n\n\n\n
\n- Brand identity<\/li>\n\n\n\n
- Brand messaging<\/li>\n\n\n\n
- Customer perception<\/li>\n\n\n\n
- Market positioning<\/li>\n\n\n\n
- Brand performance<\/a><\/li>\n<\/ul>\n\n\n\n
However, there is more than one brand audit framework and you should choose the steps that best align with your own brand audit goals<\/strong>. But more on that in a second.<\/p>\n\n\n\n\nSTART MONITORING YOUR BRAND 24\/7<\/strong><\/a><\/div>\n<\/div>\n\n\n\n9 benefits of the comprehensive brand audit process<\/h2>\n\n\n\n
To conduct a brand audit may seem like a lot of work and you may be wondering if it is worth the effort. Here are some of the major benefits of running a successful brand audit.<\/p>\n\n\n
\n![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/how-to-do-a-brand-audit-step-by-step-1024x581.png\")
<\/figure><\/div>\n\n\nLets break them down. \ud83d\udc47<\/p>\n\n\n\n
#1 Improved brand consistency<\/h3>\n\n\n\n
A brand audit ensures that all of your messaging is consistent across different channels, be it social media, your website or print. Cohesive messaging prevents your customers from getting confused over what you're trying to convey as a brand<\/strong>.<\/p>\n\n\n\nOn top of that, you can achieve visual cohesion by ensuring your design is consistent across platforms.<\/p>\n\n\n\n
#2 Better market positioning<\/h3>\n\n\n\n
When you conduct a brand audit, you can learn the true differentiators between you and the rest of your competitors<\/strong>. In a crowded market, many companies tend to have similar positioning, which dilutes your chances of standing out.<\/p>\n\n\n\nA thorough brand audit process reveals what makes your company truly unique so you can embed it into your marketing and sales messaging.<\/p>\n\n\n\n
#3 Increase brand awareness<\/h3>\n\n\n\n
A successful brand audit will reveal new opportunities for spreading the word about your brand<\/strong>. A good brand audit example will show you that perhaps your presence on Instagram is stellar, but you're leaving money on the table by not being present on TikTok.<\/p>\n\n\n\nStronger customer loyalty<\/h3>\n\n\n\n
When you understand how customers perceive your brand, you\u2019ll discover gaps between your brand promise and the actual customer experience.<\/strong> You'll find out exactly what to fix to deliver a stronger emotional connection with your brand.<\/p>\n\n\n\n#4 Higher brand equity<\/h3>\n\n\n\n
A comprehensive brand audit shows you how your brand performs in terms of reputation, recognition and value<\/strong>. When you improve all of these aspects, you can benefit from higher brand equity<\/a> and, as a result, improved customer trust, premium pricing opportunities, and better overall business value.<\/p>\n\n\n\n![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/infog-1-2-1024x581.png\")
Brand equity scheme<\/figcaption><\/figure><\/div>\n\n\n\nTRY PROWLY FOR 7 DAYS FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n#5 Strategic insights for growth<\/h3>\n\n\n\n
You'll learn about your brand performance, customer preferences and market trends. Instead of tiptoeing in the dark, you'll know exactly which markets, target audiences, verticals, and customer segments present the best opportunities <\/strong>for growing <\/strong>your business.<\/p>\n\n\n\n#6 Cost efficiency<\/h3>\n\n\n\n
With a comprehensive brand audit, you'll find potential inefficiencies. For example, using the wrong brand voice to target a customer segment that is highly valuable for your bottom line.<\/p>\n\n\n\n
In turn, this streamlines your marketing and branding activities and lets you find out where to best spend your advertising dollars<\/strong>. For example, you may be spending thousands on display ads while investing in TikTok influencers who can create UGC campaigns might be better for your brand's identity.<\/p>\n\n\n\n#7 Increased employee alignment<\/h3>\n\n\n\n
A successful brand audit reveals your core mission, vision, values and messaging<\/strong>. You can then communicate these to your employees, which ensures that everyone is on the same page. Even more importantly, it helps them instil these values in their everyday work.<\/p>\n\n\n\n#8 Risk mitigation<\/h3>\n\n\n\n
Whether you use brand audit services or do the work yourself, a brand audit checklist will reveal all the potential risks your brand may be facing. Brand perception<\/a>, competitive changes, shifts in market trends... Conducting a brand audit can help spot all of them<\/strong>.<\/p>\n\n\n\n#9 Future-proofing your brand<\/h3>\n\n\n\n
While no one has a crystal ball, \ud83d\udd2e a brand identity audit can help protect you against changes in the future, such as in market trends and consumer behaviour<\/strong>. By studying your brand today, you'll learn what (not) to do to avoid brand catastrophes in the months and years to come.<\/p>\n\n\n\nP.S. Read this article on brand protection<\/a> to learn the best tips and strategies.<\/p>\n\n\n\n\nSTART MEASURING THE RIGHT KPIS<\/strong><\/a><\/div>\n<\/div>\n\n\n\nHow to do a successful brand audit, step by step<\/h2>\n\n\n\n
How does one conduct a brand audit in the first place? Are there brand audit tools that you can use? Which brand audit format should you follow?<\/p>\n\n\n\n
Here is everything you ever wanted to know in a simple, step-by-step guide<\/strong> for conducting an audit on your brand's performance.<\/p>\n\n\n\n![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/how-to-create-a-brand-audit-step-by-step-1024x581.png\")
<\/figure><\/div>\n\n\nLet's expand on these points and develop an effective brand audit. \ud83d\udc47<\/p>\n\n\n\n
Step 1: Set clear goals for your brand audit<\/h3>\n\n\n\n
Doing a brand audit is hardly a five-minute job and requires tedious preparation and execution from multiple members of your team. Before diving into it, determine what you want to achieve, because this will impact the tools, processes and people you use for the job.<\/p>\n\n\n\n
For example, you may want to improve your<\/strong>:<\/p>\n\n\n\n\n- brand awareness<\/li>\n\n\n\n
- customer perception<\/li>\n\n\n\n
- overall market positioning<\/li>\n\n\n\n
- or something entirely different<\/li>\n<\/ul>\n\n\n\n
Let's say you want to increase brand awareness and recognition in the younger population. The goal of your brand audit will be to determine how your brand resonates with that target audience.<\/p>\n\n\n\n
Step 2: Gather brand data, internally and externally<\/h3>\n\n\n\n
To fully understand your brand's perception, both within your company and in the broader market, it's essential to gather data from internal and external sources<\/strong>.<\/p>\n\n\n\nBy combining insights from both areas, you\u2019ll get a comprehensive view of how your brand is seen and how it aligns with your company\u2019s mission, vision, and values.<\/p>\n\n\n\n
Internal data collection<\/h4>\n\n\n\n
Start by evaluating how your employees perceive your brand. This can be achieved through several methods:<\/p>\n\n\n\n
\n- Employee surveys and interviews<\/strong>: Use these to gauge whether your internal mission and values are aligned with the brand image you're portraying externally.<\/li>\n\n\n\n
- Sales and customer service feedback<\/strong>: Collect insights from customer-facing teams to identify common pain points and brand perceptions they encounter.<\/li>\n\n\n\n
- Internal performance metrics<\/strong>: Metrics like staff turnover rates, brand compliance, and the effectiveness of internal branding initiatives can reveal how well your brand is integrated internally.<\/li>\n\n\n\n
- One-on-one interviews<\/strong>: This qualitative approach allows you to dive deeper into employees\u2019 feelings about the company\u2019s brand and culture.<\/li>\n<\/ul>\n\n\n\n
External data collection<\/h4>\n\n\n\n
Once you have a clear understanding of your internal brand perception, it\u2019s time to evaluate how your brand is seen by customers<\/a>, partners, and the broader market. Here\u2019s how to gather external data:<\/p>\n\n\n\n\n- Customer surveys<\/strong>: Use email, website pop-ups, or SMS to collect qualitative and quantitative feedback on how your brand is perceived.<\/li>\n\n\n\n
- Social media analysis<\/strong>: Track brand mentions and analyze the sentiment behind them. Tools like Prowly\u2019s media monitoring<\/a><\/strong> can help by tracking online mentions across various platforms and using AI-powered filters to highlight the most relevant. This gives you a clearer, real-time view of how the public perceives your brand.<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/05\/How-to-calculate-share-of-voice-using-Prowly-1024x692.png\")
<\/figure><\/div>\n\n\n\n- Market research and competitor analysis<\/strong>: Collect data on your competitors' performance, market presence, and unique selling propositions. This will help you position your brand effectively in comparison.<\/li>\n\n\n\n
- Website and SEO analysis<\/strong>: Assess competitors\u2019 organic traffic, keyword rankings, and SEO strategies to understand their digital presence and how you can improve yours.<\/li>\n\n\n\n
- Third-party reviews and ratings<\/strong>: Websites like Google Reviews, Yelp, and TrustPilot can offer valuable insights into how customers rate and perceive your brand compared to others.<\/li>\n<\/ul>\n\n\n\n
By collecting and analyzing both internal and external feedback while leveraging tools like Prowly for comprehensive media monitoring<\/strong>, you\u2019ll be able to form a complete picture of your brand\u2019s perception. These insights are crucial for making informed decisions about your branding strategy and ensuring your company\u2019s image is aligned with your values, both internally and externally.<\/p>\n\n\n\n\nTry Prowly's media monitoring free for 7 days<\/h3>\n\n\n\n
Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n
\n- Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\nStep 3: Analyze brand positioning<\/h3>\n\n\n\n
At this stage, determine how your brand stands against the competition and how your target audience perceives you. This key step includes several smaller tasks that are vital to the brand audit:<\/p>\n\n\n\n
1\ufe0f\u20e3 Define your Unique Selling Proposition (USP)<\/strong><\/h4>\n\n\n\nYour USP is the core of your brand identity\u2014it\u2019s what sets you apart from the competition. Ask yourself: Is your USP still accurate, relevant, and effectively communicated?For instance, Ryanair\u2019s USP is offering the cheapest flights without extra frills.<\/p>\n\n\n\n
2\ufe0f\u20e3 Evaluate your market positioning and competitor landscape<\/strong><\/h4>\n\n\n\nThis stage is about finding your market share, establishing brand awareness, and learning how customers perceive you. Use tools like Prowly<\/strong> for social media monitoring to analyze not just your brand\u2019s performance, but also that of your competitors.<\/p>\n\n\n\n3\ufe0f\u20e3 Conduct a competitor analysis<\/strong><\/h4>\n\n\n\nAs part of your competitor analysis, identify your main competitors and their positioning compared to yours. Then evaluate their strengths and weaknesses and analyze their branding strategies, customer engagement, and product offerings.<\/p>\n\n\n\n
4\ufe0f\u20e3 Reality check<\/strong><\/h4>\n\n\n\nOnce you've gathered enough data from your customers, it's time for a reality check: does the way customers perceive you align with how you want to be perceived?<\/p>\n\n\n\n
Step 4: Evaluate brand elements<\/h3>\n\n\n\n
These include the visual, verbal, and emotional components that shape your brand\u2019s identity<\/strong>. You want to ensure that all of these elements on their own (and combined) accurately represent your brand's image. From your logo to the copy on your ads, everything needs to be looked at.<\/p>\n\n\n\nThe visual elements<\/strong> of your brand include the following:
\ud83d\udc49 logo
\ud83d\udc49 color scheme
\ud83d\udc49 typography
\ud83d\udc49 imagery and graphics<\/p>\n\n\n\nEvaluate them all and ensure that they paint a picture that reflects your brand's values and intended goals.<\/p>\n\n\n\n
Your verbal identity<\/strong> encompasses:
\ud83d\udc49 brand voice
\ud83d\udc49 messaging
\ud83d\udc49 tagline<\/p>\n\n\n\nThe copy you use should build a connection with your target audience, convey your values, and showcase your personality.<\/p>\n\n\n\n
The emotional impact<\/strong> part of your brand includes the following elements:
\ud83d\udc49 emotional appeal
\ud83d\udc49 customer experience<\/p>\n\n\n\nIn short, how you appeal to customers' emotions and how they feel when spending money with you and interacting with your representatives.<\/p>\n\n\n\n
Once all of this is done, make sure there is consistency across different touchpoints in your communication.<\/p>\n\n\n\n
Step 5: Assess brand performance<\/h3>\n\n\n\n
Now comes the difficult part: looking at cold, hard facts and assessing your brand performance through a variety of metrics.<\/p>\n\n\n\n
First, consider the key performance metrics<\/a> (KPIs) for brand performance. Some great starting points are:<\/p>\n\n\n\n\n- brand awareness<\/strong> (surveys, social media mentions, website traffic, search engine data)<\/li>\n\n\n\n
- customer loyalty and retention <\/strong>(repeat purchase rates, customer lifetime value, subscription renewal rates)<\/li>\n\n\n\n
- market share<\/strong><\/li>\n\n\n\n
- brand equity<\/strong><\/li>\n<\/ul>\n\n\n\n
Once this is done, perform customer feedback and sentiment analysis.<\/p>\n\n\n\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/11\/amazon-sentiment-analysis-example-for-pr-1024x432.png\")
<\/figure>\n\n\n\nWith tools such as Prowly, this is an easy task.<\/strong>
\ud83d\udc49 Simply choose a set of keywords<\/strong> and the types of sources you want to look at.
\ud83d\udc49 Once mentions start coming in (from websites, social media platforms, review websites, etc.), Prowly will gather and determine the sentiment<\/strong> of each mention. At a glance, you'll be able to see how your customers perceive you.<\/p>\n\n\n\nLast but not least is sales and financial performance. This is where you see how brand awareness and engagement are translated to new revenue and achieving business objectives.<\/p>\n\n\n\n
\nTRY PROWLY FOR 7 DAYS FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\nStep 6: Identify gaps and opportunities<\/h3>\n\n\n\n
With all the information in one place, you can take the next steps and find out what you can do to stand out.<\/p>\n\n\n\n
1\ufe0f\u20e3 Analyze brand perception vs. identity<\/strong><\/h4>\n\n\n\nStart by comparing your brand\u2019s intended identity with how it\u2019s perceived by your audience.<\/p>\n\n\n
\n![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/infog-2-1024x581.png\")
<\/figure><\/div>\n\n\nAny discrepancies highlight gaps that you should address. For example, if you want to be considered customer-centric, but feedback indicates poor service, you can invest in better customer support or customer success.<\/p>\n\n\n\n
2\ufe0f\u20e3 Spot strategic weaknesses<\/strong><\/h4>\n\n\n\nConduct a SWOT analysis to identify internal weaknesses and external threats. Look at underperforming marketing channels or inconsistent messaging as potential areas for improvement.<\/p>\n\n\n\n
3\ufe0f\u20e3 Explore market trends<\/strong><\/h4>\n\n\n\nKeep an eye on emerging trends and consumer shifts that present new opportunities. For instance, if sustainability is becoming more important in your industry and your brand hasn\u2019t focused on this, it can be an opportunity to realign.<\/p>\n\n\n\n
4\ufe0f\u20e3 Address customer needs<\/strong><\/h4>\n\n\n\nGather feedback to identify unmet customer needs or pain points. If customers consistently request a feature your product lacks, this is a gap that presents an opportunity for innovation.<\/p>\n\n\n\n
5\ufe0f\u20e3 Evaluate market penetration<\/strong><\/h4>\n\n\n\nAssess how well your brand is known in different markets. Gaps in awareness or presence, especially in untapped regions, offer opportunities for growth.<\/p>\n\n\n\n
6\ufe0f\u20e3 Prioritize and plan<\/strong><\/h4>\n\n\n\nFinally, prioritize these gaps and opportunities based on their potential impact and ease of implementation. Focus on those that offer the highest return on investment to strategically enhance your brand quickly and cheaply.<\/p>\n\n\n\n
Step 7: Develop an action plan<\/h3>\n\n\n\n
After identifying gaps and opportunities, create a structured action plan to guide you in addressing key issues and finding opportunities for your brand\u2019s growth.<\/p>\n\n\n\n
First, prioritize your objectives<\/strong> based on their potential impact and feasibility. Focus on actions that align closely with your business goals and offer the highest return on investment. For instance, if improving customer engagement is a top priority, this should be at the forefront of your plan.<\/p>\n\n\n\nNext, set SMART goals<\/strong>\u2014goals that are Specific, Measurable, Achievable, Relevant, and Time-bound<\/strong>.<\/p>\n\n\n\n\ud83d\udca1 For example, you might aim to increase social media engagement by 20% over the next six months by enhancing content quality and frequency.<\/p>\n\n\n\n
Once your goals are clear, define the action steps<\/strong> needed to achieve them. Break down each objective into smaller, manageable tasks, detailing the processes required.<\/p>\n\n\n\nEnsure you include necessary resources such as budget, tools, and personnel. For instance:<\/p>\n\n\n\n
\n- Conduct audience research to tailor content.<\/li>\n\n\n\n
- Develop a content calendar with engaging posts.<\/li>\n\n\n\n
- Allocate budget for sponsored content and collaborations.<\/li>\n<\/ul>\n\n\n\n
It\u2019s important to assign responsibilities<\/strong> to specific team members or departments. This ensures accountability and clarity in roles. For example, your marketing team can be responsible for creating and scheduling content, while the analytics team monitors engagement metrics.<\/p>\n\n\n\nEstablishing timelines<\/strong> is crucial. Set clear deadlines for each action step and use project management tools to track progress. For example, complete audience research by Month 1, and roll out the new content strategy starting Month 2.<\/p>\n\n\n\nFinally, determine evaluation metrics<\/strong> to measure success. Monitor progress regularly and adjust strategies as needed. Implement the plan diligently and review outcomes periodically, adapting based on feedback and performance data to ensure continuous improvement.<\/p>\n\n\n\n\nSTART MEASURING THE RIGHT METRICS<\/strong><\/a><\/div>\n<\/div>\n\n\n\nStep 8: Implement and monitor changes<\/h3>\n\n\n\n
With your action plan in place, it\u2019s time to put it... well into action! The implementation phase is where strategies turn into real-world results, but success depends on careful execution and ongoing monitoring.<\/p>\n\n\n\n
1\ufe0f\u20e3 Start by rolling out the plan<\/strong> according to the established timelines.<\/p>\n\n\n\nEnsure that all team members are aligned and understand their responsibilities. For instance, if the goal is to enhance your website\u2019s user experience, the design team should start with the necessary updates while the marketing team prepares to promote the changes.<\/p>\n\n\n\n
2\ufe0f\u20e3 As you implement each step, maintain open communication<\/strong> across teams.<\/p>\n\n\n\nRegular check-ins and updates help ensure that everyone stays on track and any issues are addressed promptly. It\u2019s essential to foster a collaborative environment where feedback is encouraged, as this can lead to improvements in the process.<\/p>\n\n\n\n
3\ufe0f\u20e3 Monitor progress closely<\/strong> using the KPIs and metrics you established during the planning phase.<\/p>\n\n\n\nThis could include tracking metrics like customer engagement, website traffic, or sales figures, depending on the goals. For example, if your objective is to increase social media engagement, monitor likes, shares, comments, and follower growth on a weekly or monthly basis.<\/p>\n\n\n\n
4\ufe0f\u20e3 Adjust your strategy<\/strong> as needed based on the data you collect.<\/p>\n\n\n\nIf something isn\u2019t working as expected, be flexible and willing to pivot. For instance, if a new marketing campaign isn\u2019t generating the desired results, analyze the active data to identify what\u2019s not resonating and make the necessary adjustments.<\/p>\n\n\n\n
5\ufe0f\u20e3 Finally, document your progress<\/strong> and outcomes.<\/p>\n\n\n\nKeeping detailed records allows you to learn from successes and challenges, which will be invaluable for future initiatives. Regularly reviewing these insights ensures that your brand will continue to evolve and improve.<\/p>\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n A brand audit is a comprehensive analysis of a brand's current market position<\/strong>. A thorough brand audit includes an assessment of brand identity<\/a>, messaging, customer perception and its overall effectiveness in meeting business objectives<\/strong>.<\/p>\n\n\n\n Your typical brand audit template is going to include the following elements:<\/p>\n\n\n\n However, there is more than one brand audit framework and you should choose the steps that best align with your own brand audit goals<\/strong>. But more on that in a second.<\/p>\n\n\n\n To conduct a brand audit may seem like a lot of work and you may be wondering if it is worth the effort. Here are some of the major benefits of running a successful brand audit.<\/p>\n\n\n Lets break them down. \ud83d\udc47<\/p>\n\n\n\n A brand audit ensures that all of your messaging is consistent across different channels, be it social media, your website or print. Cohesive messaging prevents your customers from getting confused over what you're trying to convey as a brand<\/strong>.<\/p>\n\n\n\n On top of that, you can achieve visual cohesion by ensuring your design is consistent across platforms.<\/p>\n\n\n\n When you conduct a brand audit, you can learn the true differentiators between you and the rest of your competitors<\/strong>. In a crowded market, many companies tend to have similar positioning, which dilutes your chances of standing out.<\/p>\n\n\n\n A thorough brand audit process reveals what makes your company truly unique so you can embed it into your marketing and sales messaging.<\/p>\n\n\n\n A successful brand audit will reveal new opportunities for spreading the word about your brand<\/strong>. A good brand audit example will show you that perhaps your presence on Instagram is stellar, but you're leaving money on the table by not being present on TikTok.<\/p>\n\n\n\n When you understand how customers perceive your brand, you\u2019ll discover gaps between your brand promise and the actual customer experience.<\/strong> You'll find out exactly what to fix to deliver a stronger emotional connection with your brand.<\/p>\n\n\n\n A comprehensive brand audit shows you how your brand performs in terms of reputation, recognition and value<\/strong>. When you improve all of these aspects, you can benefit from higher brand equity<\/a> and, as a result, improved customer trust, premium pricing opportunities, and better overall business value.<\/p>\n\n\n You'll learn about your brand performance, customer preferences and market trends. Instead of tiptoeing in the dark, you'll know exactly which markets, target audiences, verticals, and customer segments present the best opportunities <\/strong>for growing <\/strong>your business.<\/p>\n\n\n\n With a comprehensive brand audit, you'll find potential inefficiencies. For example, using the wrong brand voice to target a customer segment that is highly valuable for your bottom line.<\/p>\n\n\n\n In turn, this streamlines your marketing and branding activities and lets you find out where to best spend your advertising dollars<\/strong>. For example, you may be spending thousands on display ads while investing in TikTok influencers who can create UGC campaigns might be better for your brand's identity.<\/p>\n\n\n\n A successful brand audit reveals your core mission, vision, values and messaging<\/strong>. You can then communicate these to your employees, which ensures that everyone is on the same page. Even more importantly, it helps them instil these values in their everyday work.<\/p>\n\n\n\n Whether you use brand audit services or do the work yourself, a brand audit checklist will reveal all the potential risks your brand may be facing. Brand perception<\/a>, competitive changes, shifts in market trends... Conducting a brand audit can help spot all of them<\/strong>.<\/p>\n\n\n\n While no one has a crystal ball, \ud83d\udd2e a brand identity audit can help protect you against changes in the future, such as in market trends and consumer behaviour<\/strong>. By studying your brand today, you'll learn what (not) to do to avoid brand catastrophes in the months and years to come.<\/p>\n\n\n\n P.S. Read this article on brand protection<\/a> to learn the best tips and strategies.<\/p>\n\n\n\n How does one conduct a brand audit in the first place? Are there brand audit tools that you can use? Which brand audit format should you follow?<\/p>\n\n\n\n Here is everything you ever wanted to know in a simple, step-by-step guide<\/strong> for conducting an audit on your brand's performance.<\/p>\n\n\n Let's expand on these points and develop an effective brand audit. \ud83d\udc47<\/p>\n\n\n\n Doing a brand audit is hardly a five-minute job and requires tedious preparation and execution from multiple members of your team. Before diving into it, determine what you want to achieve, because this will impact the tools, processes and people you use for the job.<\/p>\n\n\n\n For example, you may want to improve your<\/strong>:<\/p>\n\n\n\n Let's say you want to increase brand awareness and recognition in the younger population. The goal of your brand audit will be to determine how your brand resonates with that target audience.<\/p>\n\n\n\n To fully understand your brand's perception, both within your company and in the broader market, it's essential to gather data from internal and external sources<\/strong>.<\/p>\n\n\n\n By combining insights from both areas, you\u2019ll get a comprehensive view of how your brand is seen and how it aligns with your company\u2019s mission, vision, and values.<\/p>\n\n\n\n Start by evaluating how your employees perceive your brand. This can be achieved through several methods:<\/p>\n\n\n\n Once you have a clear understanding of your internal brand perception, it\u2019s time to evaluate how your brand is seen by customers<\/a>, partners, and the broader market. Here\u2019s how to gather external data:<\/p>\n\n\n\n By collecting and analyzing both internal and external feedback while leveraging tools like Prowly for comprehensive media monitoring<\/strong>, you\u2019ll be able to form a complete picture of your brand\u2019s perception. These insights are crucial for making informed decisions about your branding strategy and ensuring your company\u2019s image is aligned with your values, both internally and externally.<\/p>\n\n\n\n Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n At this stage, determine how your brand stands against the competition and how your target audience perceives you. This key step includes several smaller tasks that are vital to the brand audit:<\/p>\n\n\n\n Your USP is the core of your brand identity\u2014it\u2019s what sets you apart from the competition. Ask yourself: Is your USP still accurate, relevant, and effectively communicated?For instance, Ryanair\u2019s USP is offering the cheapest flights without extra frills.<\/p>\n\n\n\n This stage is about finding your market share, establishing brand awareness, and learning how customers perceive you. Use tools like Prowly<\/strong> for social media monitoring to analyze not just your brand\u2019s performance, but also that of your competitors.<\/p>\n\n\n\n As part of your competitor analysis, identify your main competitors and their positioning compared to yours. Then evaluate their strengths and weaknesses and analyze their branding strategies, customer engagement, and product offerings.<\/p>\n\n\n\n Once you've gathered enough data from your customers, it's time for a reality check: does the way customers perceive you align with how you want to be perceived?<\/p>\n\n\n\n These include the visual, verbal, and emotional components that shape your brand\u2019s identity<\/strong>. You want to ensure that all of these elements on their own (and combined) accurately represent your brand's image. From your logo to the copy on your ads, everything needs to be looked at.<\/p>\n\n\n\n The visual elements<\/strong> of your brand include the following: Evaluate them all and ensure that they paint a picture that reflects your brand's values and intended goals.<\/p>\n\n\n\n Your verbal identity<\/strong> encompasses: The copy you use should build a connection with your target audience, convey your values, and showcase your personality.<\/p>\n\n\n\n The emotional impact<\/strong> part of your brand includes the following elements: In short, how you appeal to customers' emotions and how they feel when spending money with you and interacting with your representatives.<\/p>\n\n\n\n Once all of this is done, make sure there is consistency across different touchpoints in your communication.<\/p>\n\n\n\n Now comes the difficult part: looking at cold, hard facts and assessing your brand performance through a variety of metrics.<\/p>\n\n\n\n First, consider the key performance metrics<\/a> (KPIs) for brand performance. Some great starting points are:<\/p>\n\n\n\n Once this is done, perform customer feedback and sentiment analysis.<\/p>\n\n\n\n With tools such as Prowly, this is an easy task.<\/strong> Last but not least is sales and financial performance. This is where you see how brand awareness and engagement are translated to new revenue and achieving business objectives.<\/p>\n\n\n\n With all the information in one place, you can take the next steps and find out what you can do to stand out.<\/p>\n\n\n\n Start by comparing your brand\u2019s intended identity with how it\u2019s perceived by your audience.<\/p>\n\n\n Any discrepancies highlight gaps that you should address. For example, if you want to be considered customer-centric, but feedback indicates poor service, you can invest in better customer support or customer success.<\/p>\n\n\n\n Conduct a SWOT analysis to identify internal weaknesses and external threats. Look at underperforming marketing channels or inconsistent messaging as potential areas for improvement.<\/p>\n\n\n\n Keep an eye on emerging trends and consumer shifts that present new opportunities. For instance, if sustainability is becoming more important in your industry and your brand hasn\u2019t focused on this, it can be an opportunity to realign.<\/p>\n\n\n\n Gather feedback to identify unmet customer needs or pain points. If customers consistently request a feature your product lacks, this is a gap that presents an opportunity for innovation.<\/p>\n\n\n\n Assess how well your brand is known in different markets. Gaps in awareness or presence, especially in untapped regions, offer opportunities for growth.<\/p>\n\n\n\n Finally, prioritize these gaps and opportunities based on their potential impact and ease of implementation. Focus on those that offer the highest return on investment to strategically enhance your brand quickly and cheaply.<\/p>\n\n\n\n After identifying gaps and opportunities, create a structured action plan to guide you in addressing key issues and finding opportunities for your brand\u2019s growth.<\/p>\n\n\n\n First, prioritize your objectives<\/strong> based on their potential impact and feasibility. Focus on actions that align closely with your business goals and offer the highest return on investment. For instance, if improving customer engagement is a top priority, this should be at the forefront of your plan.<\/p>\n\n\n\n Next, set SMART goals<\/strong>\u2014goals that are Specific, Measurable, Achievable, Relevant, and Time-bound<\/strong>.<\/p>\n\n\n\n \ud83d\udca1 For example, you might aim to increase social media engagement by 20% over the next six months by enhancing content quality and frequency.<\/p>\n\n\n\n Once your goals are clear, define the action steps<\/strong> needed to achieve them. Break down each objective into smaller, manageable tasks, detailing the processes required.<\/p>\n\n\n\n Ensure you include necessary resources such as budget, tools, and personnel. For instance:<\/p>\n\n\n\n It\u2019s important to assign responsibilities<\/strong> to specific team members or departments. This ensures accountability and clarity in roles. For example, your marketing team can be responsible for creating and scheduling content, while the analytics team monitors engagement metrics.<\/p>\n\n\n\n Establishing timelines<\/strong> is crucial. Set clear deadlines for each action step and use project management tools to track progress. For example, complete audience research by Month 1, and roll out the new content strategy starting Month 2.<\/p>\n\n\n\n Finally, determine evaluation metrics<\/strong> to measure success. Monitor progress regularly and adjust strategies as needed. Implement the plan diligently and review outcomes periodically, adapting based on feedback and performance data to ensure continuous improvement.<\/p>\n\n\n\n With your action plan in place, it\u2019s time to put it... well into action! The implementation phase is where strategies turn into real-world results, but success depends on careful execution and ongoing monitoring.<\/p>\n\n\n\n 1\ufe0f\u20e3 Start by rolling out the plan<\/strong> according to the established timelines.<\/p>\n\n\n\n Ensure that all team members are aligned and understand their responsibilities. For instance, if the goal is to enhance your website\u2019s user experience, the design team should start with the necessary updates while the marketing team prepares to promote the changes.<\/p>\n\n\n\n 2\ufe0f\u20e3 As you implement each step, maintain open communication<\/strong> across teams.<\/p>\n\n\n\n Regular check-ins and updates help ensure that everyone stays on track and any issues are addressed promptly. It\u2019s essential to foster a collaborative environment where feedback is encouraged, as this can lead to improvements in the process.<\/p>\n\n\n\n 3\ufe0f\u20e3 Monitor progress closely<\/strong> using the KPIs and metrics you established during the planning phase.<\/p>\n\n\n\n This could include tracking metrics like customer engagement, website traffic, or sales figures, depending on the goals. For example, if your objective is to increase social media engagement, monitor likes, shares, comments, and follower growth on a weekly or monthly basis.<\/p>\n\n\n\n 4\ufe0f\u20e3 Adjust your strategy<\/strong> as needed based on the data you collect.<\/p>\n\n\n\n If something isn\u2019t working as expected, be flexible and willing to pivot. For instance, if a new marketing campaign isn\u2019t generating the desired results, analyze the active data to identify what\u2019s not resonating and make the necessary adjustments.<\/p>\n\n\n\n 5\ufe0f\u20e3 Finally, document your progress<\/strong> and outcomes.<\/p>\n\n\n\n Keeping detailed records allows you to learn from successes and challenges, which will be invaluable for future initiatives. Regularly reviewing these insights ensures that your brand will continue to evolve and improve.<\/p>\n\n\nWhat is a brand audit?<\/h2>\n\n\n\n
\n
9 benefits of the comprehensive brand audit process<\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n#1 Improved brand consistency<\/h3>\n\n\n\n
#2 Better market positioning<\/h3>\n\n\n\n
#3 Increase brand awareness<\/h3>\n\n\n\n
Stronger customer loyalty<\/h3>\n\n\n\n
#4 Higher brand equity<\/h3>\n\n\n\n
#5 Strategic insights for growth<\/h3>\n\n\n\n
#6 Cost efficiency<\/h3>\n\n\n\n
#7 Increased employee alignment<\/h3>\n\n\n\n
#8 Risk mitigation<\/h3>\n\n\n\n
#9 Future-proofing your brand<\/h3>\n\n\n\n
How to do a successful brand audit, step by step<\/h2>\n\n\n\n
<\/figure><\/div>\n\n\nStep 1: Set clear goals for your brand audit<\/h3>\n\n\n\n
\n
Step 2: Gather brand data, internally and externally<\/h3>\n\n\n\n
Internal data collection<\/h4>\n\n\n\n
\n
External data collection<\/h4>\n\n\n\n
\n
<\/figure><\/div>\n\n\n\n
Try Prowly's media monitoring free for 7 days<\/h3>\n\n\n\n
\n
Step 3: Analyze brand positioning<\/h3>\n\n\n\n
1\ufe0f\u20e3 Define your Unique Selling Proposition (USP)<\/strong><\/h4>\n\n\n\n
2\ufe0f\u20e3 Evaluate your market positioning and competitor landscape<\/strong><\/h4>\n\n\n\n
3\ufe0f\u20e3 Conduct a competitor analysis<\/strong><\/h4>\n\n\n\n
4\ufe0f\u20e3 Reality check<\/strong><\/h4>\n\n\n\n
Step 4: Evaluate brand elements<\/h3>\n\n\n\n
\ud83d\udc49 logo
\ud83d\udc49 color scheme
\ud83d\udc49 typography
\ud83d\udc49 imagery and graphics<\/p>\n\n\n\n
\ud83d\udc49 brand voice
\ud83d\udc49 messaging
\ud83d\udc49 tagline<\/p>\n\n\n\n
\ud83d\udc49 emotional appeal
\ud83d\udc49 customer experience<\/p>\n\n\n\nStep 5: Assess brand performance<\/h3>\n\n\n\n
\n
<\/figure>\n\n\n\n
\ud83d\udc49 Simply choose a set of keywords<\/strong> and the types of sources you want to look at.
\ud83d\udc49 Once mentions start coming in (from websites, social media platforms, review websites, etc.), Prowly will gather and determine the sentiment<\/strong> of each mention. At a glance, you'll be able to see how your customers perceive you.<\/p>\n\n\n\nStep 6: Identify gaps and opportunities<\/h3>\n\n\n\n
1\ufe0f\u20e3 Analyze brand perception vs. identity<\/strong><\/h4>\n\n\n\n
<\/figure><\/div>\n\n\n2\ufe0f\u20e3 Spot strategic weaknesses<\/strong><\/h4>\n\n\n\n
3\ufe0f\u20e3 Explore market trends<\/strong><\/h4>\n\n\n\n
4\ufe0f\u20e3 Address customer needs<\/strong><\/h4>\n\n\n\n
5\ufe0f\u20e3 Evaluate market penetration<\/strong><\/h4>\n\n\n\n
6\ufe0f\u20e3 Prioritize and plan<\/strong><\/h4>\n\n\n\n
Step 7: Develop an action plan<\/h3>\n\n\n\n
\n
Step 8: Implement and monitor changes<\/h3>\n\n\n\n
![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/Prowlys-PR-Reports-1024x512.png\")
<\/figure><\/div>\n\n\n