Brand audit presented generically




Home Page> Branding Strategies> Brand Audit Checklist

		Brand Audit

	In determining the strengths and weaknesses of an existing brand, or to cover all your bases when establishing a new brand, our brand audit checklist will prove of value. A generalized list of audit categories follow, but we go much further into the issues you see below when conducting an audit for a client. Brand Audit Checklist: This is an amalgamation of branding considerations and issues gleaned from many sources. I am particularly indebted to the writings of David Aaker, David Arnold, Geoff Ayling, Carl Obermiller, Tom Peters, Al Ries, Jack Trout, Lynn Upshaw, and Sergio Zyman. Selected works by several of these authorities are referenced in Branding Resources. The chart below is a Mind Map, a technique created by Tony Buzan to depict relationships and present them in a rather organic form. You can click on any blue or green word or phrase to get more detail from the list that follows. You may also bypass the Mind Map and go directly to the linear checklist. Brand Audit Mind Map

Brand Audit Checklist

Below are the elements to be considered in a brand audit. They are listed here in a linear fashion, although the audit process is not necessarily linear. We just had to make decisions to create the checklist. One significant aspect of the audit is to assure that all elements are geared toward consistent objectives and help reenforce the positive identity for which customers and prospects can ultimately develop a loyal relationship.

Your Brand: This is the hub from which six subject categories are spun. Those categories, plus competitive strategies and actions, determine how customers and prospects perceive and react to your brand, and how successful your brand is in contributing to your revenue and growth prospects.

Competitive Brand(s): A single hub for a competitive brand is depicted, but each significant competitive brand will want to be considered in the audit. The audit should consider all six categories as best you can, but specifically Market Segments, Differentiators, Personality and Positioning should be studied and profiled for each competitor because these are the areas in which competitive impact is most direct and significant.

Internal Elements

Website designed by Signature Strategies: Phone 303-242-5975