Brand Audit: Are you ready for 2017?
What’s your goal for 2017? Whatever your plans for the next 12 months, the way you communicate is going to influence your success in achieving your goals. Whether you’re planning to launch new products, break into a new market, or simply do more of what you did in 2016, the quality of your communication will have a big impact on the outcome.
To achieve your goals you’ll need to have the right resources available. You’ve probably got the people, equipment and budget lined up. But what about your brand strategy? Is that ready?
A brand audit is a review of your communication strategy, to see if it measures up to the demands of the coming year. It’s an opportunity to identify what is working well, and where there is room for improvement. Is your brand, and the various communication tools at your disposal, doing everything they can to help you achieve your goal, or does something need to change? By taking the time to review your brand, you can be sure that, if you do need to make changes, you’re investing your budget in the right place, where it will make the greatest contribution to reaching your goal.
An audit will look at three different aspects of your brand communication: Clarity, creation and delivery.
Clarity lays the foundation for the audit (and your communication for the year). In the audit we’re looking for clarity about your goal: Exactly what is it you want to achieve, and how will you measure your success? We want clarity about your customers: Who is your target market, and where will you find them? And we want clarity about your message: What is your proposition to your customers? What is the problem you’re solving for them?
Creation is about creating the tools you need to communicate your message (if they don’t exist), or updating them (if they’re not up to the job). This might involve designing new product literature, or improving your packaging design. It could require an update to your website – new photography or copy – to make it more appealing to your target market. Or it may be that it’s time to rebrand and create a fresh new logo to deliver your message with the confidence it deserves.
Delivery is all about bringing your brand to life, and putting your message in front of your customers. This could involve putting your literature in your customers’ hands, or engaging with them on social media. You might need to consider how you can make an impact at trade fairs, or how your products can stand out on the shelf. It could be the user experience of your ecommerce site, or the layout of your business card.
A brand audit will review each of these aspects and measure them against the goal you have set for your organization. Is there a gap between what you’ve got and what you need? If there is, you will find out where that gap is and what needs to be done to fill it, so that you can plan your budget accordingly.
Whether you’re planning to launch new products, break into a new market, or simply do more of what you did in 2016, a brand audit will give you the confidence that your message will make the impact you want.
To talk about a brand audit for your organisation, drop Jonathan an email.