Doing regular brand and marketing communication audit is a common practice among companies that maintain a successful brand presence. Being aware of opinion and expectation trends is necessary to create and sustain meaningful relationships with their target audiences.
Avoid doing your brand audit yourself, or with your in-house marketing team.
There is one significant difference between how successful and mediocre brands do their brand audits. Popular international brands and even small businesses who nail their marketing communications base their research and analysis on external data. This is to ensure that the strategic directions they choose to tailor, convey and deliver their marketing will resonate with the expectations of target customers.
To save money, most startups and small businesses like to do their brand audits in-house. But this has a cost that by our outweighs their saving. People auditing their results and commenting on their very own work is fundamentally wrong and holds the risk of biases. Important branding and marketing communication opportunities can be missed, and ongoing issues are usually justified. For anyone planning to do a brand audit, self-assessment should not be an option.
How should you choose a brand audit partner? What makes a good brand audit?
Get familiar with the auditing framework
There are many approaches to conduct a brand audit. Some of these approaches base on subjective opinions, competitive comparisons, and similar stuff commonly categorized as “expert opinion”. It does not matter how insightful or detail-rich is an “expert opinion” report, as it will remain the elaborated view of one individual. We do not suggest choosing such audits at all.
Valuable brand audit reports are based on summarizing thousands of actual responses from target customers. There are many frameworks in this category. Some audit frameworks rely on surveying, while others rely on focus groups, others will rely on social listening.
Learn where data is coming from
Not all responses are equal. Before investing in a brand audit, it is in your best interest to know where your data originates from. Different groups of people will give varying answers. To guarantee that your data is representative and accurate, you want to make sure that your feedback and responses come from your target audiences.
With Brand Auditor, you are in control to configure the target audiences of your market research. Not only you can select the number of responses ranging from 1,000 to 100,00 – but you can also choose genders, interests, geographical locations and various demographics like income level.
Understand how much you pay for insights
The most important aspect you want to evaluate when choosing a brand audit solution is your price per insight ratio. What questions would you like to answer? How many questions do you have?
Before committing to any solution, it is best to check how much you will pay for each answer you seek to answer. Do not get fooled with the additional consultant blah-blah, and do not pay the “expert premium”.
All you want to see is how much it will cost to get the most accurate and representative answers for the questions you seek to answer.
Configure your audit and market research with Brand Auditor.
Besides the dozens of specialized audit templates, you can also configure your very own brand audit with us. Based on your selections and market research size, the cost of the brand audit is indicated within the configuration tool – so you can decide if you would like to request a quote.
- There are various elements you can configure, such as
- Your industry
- The focus of your research
- Geographical regions of your research
- Target audience based on demographics
- Market research size