We’re halfway through the year now so it’s a perfect time to give your new year’s business resolutions a review. Studies show merely 8% of people keep their resolutions and of that percentage the ones who succeeded kept their goals simple and didn’t make it an overwhelmingly difficult task.
If your brand direction has changed recently, your offerings are different or even if your target market has changed, it’s time to re-evaluate your brand’s goals to identify what is and is not working by conducting a brand audit.
A brand audit assists in looking closely at each section of your business to analyse and review your brand offerings. By evaluating your target market, brand messaging, pricing, sales and marketing to set realistic and achievable goals.
Below we have some general questions that will help to create an audit to evaluate your brand.
- What area of your brand/business is thriving?
- Are there any areas of your business that you aren’t happy with right now?
- What big change would you like to see in the next 12 months?
Begin by describing your target audience and evaluate whether your visual brand and communication techniques appeal to them. Identify most successful forms of communication and use 2 examples from the last year that worked well for your company to see why it was successful.
Create a list of your top selling products/service with pricing and compare what is not as popular. Place these side by side to evaluate, they may not be what your target audience wants or is too expensive.
Finally, list what platforms your brand is on, what content is receiving the most interaction and compare each marketing platform content to previous campaigns to evaluate what tactics work for your brand.
After reviewing your current brand’s standing, create steps for big change that you first identified in the general questions section. Micro steps are great so you don’t feel overwhelmed by the amount of work that needs to be accomplished.
The brand audit structure firstly identifies what is currently happening within the business and the second half narrows down what your next steps need to be to change direction for a happier and healthier brand that will strive.