Audit Your Brand
Here is the brand audit process divided into three sections:
1) Defining your Brand
- Culture: How do your customers describe your organization?
- How do you describe your ideal customer?
- Personality: If your brand was a person, how would others describe it?
- What are the tangible values your company provides to its clients today?
- How do clients feel after interacting with your company?
- What makes your company stand apart from the competition?
2) Defining the actors
- Company information: Describe your product or service?
- Your current clients: Where is most of your revenue coming from currently?
- Your ideal client: Who do you want more business from?
- Your employees: Describe the team serving your clients.
- Influencers: Describe individuals and groups outside your company whom attract attention to your company?
3) Defining Client Needs
- What is the age of your ideal client?
- Client backstory: Let’s imagine and develop the client’s background.
- Client needs: What are the client’s needs relative to your business field?
- Exceeding client needs: How is your company positioned to exceed client needs?
- How will your company demonstrate that exceed client expectations?
- Assessments: What insights have you gained about your audience?
- Deliverables: What business communications materials should be created to communicate to clients the promise how we will meet their needs?
- Mandatory Elements: What are the mandatory communication elements to include on client facing materials, graphics, call-to-action?
Performing this brand audit will allow your team to see the investment that needs to be made in resources dedicated to reaching your customers with your unique selling points.
If you would like some guidance on how to maximize this exercise you can reach me at firstname.lastname@example.org.