How has your brand grown over the past few years? Have you created any new products, or perhaps entered a new market? Think of Tim Horton’s over the years: As Tim Horton’s expanded its reach and products, it had to go through several reinventions of its brand in order to keep up with the growing demand and changing standards.
But what’s your starting point? In a nutshell, a branding audit allows you to evaluate the message that you’re conveying to your targeted audience across all of the marketing and promotional channels available. It gives you an in-depth look at what you’re trying to say to potential clients and customers, and identify areas of potential improvement.
Here are some of the reasons why I recommend a branding audit as a highly beneficial process for your business.
What is a branding audit?
At CreativeWorks Marketing, I define a branding audit as a thorough analysis of your business’ collateral and brand assets to ensure that you’re targeting the right audience. Essentially, we will review everything about your current brand’s position in your industry, and analyze what can be improved.
I like to think of a branding audit as an innovative means of aligning your strategy with your clients’ needs and expectations. This means that you will be able to identify gaps in your current brand and marketing to better connect with your target audience.
How is a branding audit conducted? Here’s the CreativeWorks Marketing Process
CreativeWorks Marketing’s innovative branding audit establishes the performance of your unique brand, identifies the optimal marketing collateral to align with your brand messaging, aligns your brand values with your clients’ needs, and compares your company’s value with that of your competitors’.
We achieve this through a step-by-step process that assures the success of your future branding capabilities. Taking a hands-on approach by meeting with you, we discuss your branding and auditing processes, ensuring that your brand matches your target audience’s expectations.
With this process in place, I’ve found that all of these steps provide the foundation for a highly successful branding audit, ensuring a stronger message to capture your future clientele.
What else should you know about brand auditing?
Your brand is constantly evolving. Depending on the size and nature of your business, I recommend that you perform a branding audit periodically (once every three to five years, depending on how your market changes or expands). This will ensure that your brand messaging is always current and speaking to the demands of your specific industry.
The branding auditing process is an exciting step towards creating a strong, recognizable, and unique brand presence. If you’re looking for an experienced marketer to perform a branding audit for your business, contact us today.