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Brand Management Market & Economy News

The Best Way to Do a Brand Analysis, as Fortune 500 Companies Do

When you look up “brand audit” or “brand analysis in Google, you find tons of nonsense written by people who never did a proper brand analysis in their life. Entry-level brand consultants, self-proclaimed digital marketing gurus, and social media enthusiasts will tell you about various strange brand analysis methods. Most of those are trivial, obvious generalities, but some are downright nonsense that can even harm your brand.

Let’s see some of the most common theories.

Debunking popular, but useless brand evaluation methods

Before discussing the industry-standard brand audit framework that is used by Fortune 500 companies and leading brands around the globe, we need to address the typical analysis “methods” that you should not use for brand auditing. Here is why.

Basic digital marketing metrics provide very limited information. If your marketing campaign had 1,000,000 views, 10,000 clicks, and 1,000 conversions, then it means that you could only record 1% of the information. The 99% of information that you could not record is holding answers to lingering questions, like “why people did not engage with your brand”? 

Optimizing based on 1% of the recorded information and 0.1% of people who converted seems like driving blindfolded, doesn’t it?

Social media analytics based brand analysis (don’t do this)

Reach, engagement, conversion, and view statistics cannot be used as a basis of a brand audit. The reason is simple: there are too many variables in each metric that can make the evaluation unreliable. First of all, social media is full of bots, fake accounts, and people who click accidentally while scrolling. 

On Facebook, a “video view” is defined as a view of three seconds or more and will appear for all videos, including those that come to life as people scroll through News Feed. All advertising platforms will do their best to report the highest possible reach and engagement statistics, even if those are meaningless to your business.

Benchmarking social media reach and engagement against the stats of your competitors as a brand audit can be equally misleading. 

Social media analytics are meant to evaluate social media performance and have little to no use for a brand audit.

Brand audit with Google Analytics stats (useless)

Some digital marketing experts claim that they can read out brand strength-related information from Google Analytics. It is true that some insights are highly indicative, but these do not answer brand-related questions.

Increased web traffic, especially from organic search can be a sign of a developing brand. But it will not tell you why more people started to visit your website, it will not reveal the emotional connection between your brand and website visitors and will definitely not tell how your visitors perceive your brand.

While certain metrics like bounce rate, session duration, and behavior-flow can indicate if your brand and customer experience are right or wrong, but they will not reveal:

  • Why people stayed on your website?
  • Why did they abandon your website?
  • Why they did not return?

This is why Google Analytics is not a reliable brand analysis or brand auditing tool. But it was never even meant to be used for brand auditing.

Brand evaluation based on SEO performance (don’t bother)

Another popular, yet largely unreliable brand awareness evaluation method is analyzing search engine performance results. Similar to Google Analytics and other website stats, SEO figures can be indicative, but should not be used as the basis for brand auditing.

Trust flow, citation flow, Moz rank, and other SEO mathematics mean nothing to your potential customers or people in your target audience. What matters from a brand management perspective is to get more and more people exposed and connected to your brand. While search engines are an excellent channel to appear for your target customers, impressions, CTR and clicks tell very little about why people clicked on your SERP, and most importantly why not.

It is understood that optimizing search engine page results (SERP) will increase your click-through rate and get more traffic to your website, but once again this leaves too much space for assumptions. 

SEO analytics is to measure search engine performance, and while impression stats can indicate the level of brand awareness, it is not to be used as a basis for brand audits or brand strength analysis.

Expert opinion, and “in-depth” brand analysis by an individual (don’t pay for it)

There are thousands of self-proclaimed brand experts out there, who will be happy to charge thousands of dollars for an essay about your brand. Despite the best intentions, such brand audits are practically useless. Why? The reason is simple.

Brand audits from a single expert will only reflect the opinion of one person. Unless she is a psychic, she won’t be able to relate to your brand, products, or services as your customers would. 

Brand audits from branding and marketing consultants usually take lots of time to compile (which makes it expensive) and despite the years of experience and best efforts – these audits will not reflect what your true target customers might think about your brand.

Do a favor for yourself, as well for the dear brand consultant, and do not ask her for a brand audit. Ask your target customers about what they think about your brand. They know best.

The industry-standard brand audit method, that is used by the largest brands globally

If you ask any brand and marketing people in companies like Hilton, BMW, or Gucci, they will tell you that their brand management and brand evaluation strategy are based on continuous market research.

Market research is the only way to collect relevant real-world information regarding what potential customers like or dislike about a brand. These corporations have established data and feedback collection channels, getting in millions of feedback data daily.

The continuous brand analysis typically consists of:

  • Brand awareness measurement – how many people know about the company?
  • Brand perceptions measurement – what do people think about their brand, products, and other aspects?
  • Marketing communications analysis – how do people in their target audience see their marketing efforts?
  • Benchmarking against competitors – how do they perform compared to similar companies?

These are the most important questions a brand audit needs to answer, so the company can prepare informed decisions based on real-life information from its target audience.

Why most startups and small businesses don’t do market research-based brand audits?

For new, small, and growing companies, brand management is not always a priority. However, management teams of established small businesses would agree that having a recognized and popular brand is an important asset of their company.

As market research is expensive, time-consuming, and requires professionals who understand the methodology, the industry-standard way of brand evaluation is not an option for most businesses.

This is the reason why small business owners, startup marketers, and new entrepreneurs tend to get lured into alternative techniques we discussed before: trying to read brand insights out of social media, Google Analytics, or SEO scores.

Brand Auditor offers an industry-standard, affordable brand audit solution for startups and small businesses

Brand Auditor makes brand awareness and brand perceptions focused market research fast and affordable. During the auditing procedure, we will survey up to 1,000,000 people per segment to find out what percent of them are aware of your brand, and what do they think of it.

Our solution lets you accurately measure your brand awareness, popularity, and customer perceptions in various regions, benchmarked with other companies or competitors of your choice.

Leave basic web and social media statistics behind and upgrade your brand management with professional brand awareness measurement insights. Brand Auditor is trusted by Fortune 500 companies, tech startups, travel and hospitality brands, e-commerce stores, and SMEs in various industries worldwide.

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Brand Management Market & Economy News Marketing Communications

Everything You Need to Know About Brand Audits, and the Process of Brand Evaluation

If you are a professional brand manager, brand director, or brand management consultant, then you fully understand the importance of periodic brand audits. In this article, we are going to discuss the following topics:

  1. What is a brand audit?
  2. The purpose of brand auditing – why should you audit your brand?
  3. Primitive brand auditing techniques
  4. Professional brand auditing techniques
  5. Cost and timeframe of brand audits
  6. Doing your own brand audit with Brand Auditor

Let’s get started!

1. What is a brand audit?

In a professional context, brand audit refers to either or both of the following:

Brand awareness measurement

The research and measurement of how many people know about a brand among specific groups of people. The industry-standard way of brand awareness measurement is done through market research and public surveying. As market research might be too expensive for small businesses, alternative but significantly less accurate solutions measurements based on social media reach, website traffic, and unreliable estimations based on these metrics.

Our Brand Awareness & Perceptions Audit is also based on mass market-research and surveying.

When measuring brand awareness, collecting maximum amount of feedback is recommended. If your market consists of 10,000,000 potential customers, you can get indicative insights based on asking 1,000,000 (10%) of your audience. If let’s say 19% out of 1,000,000 respondents know your brand then you can safely expect similar results from the other 90%. Working with small number of responses makes the brand awareness measurement results unreliable.

Customer perceptions analysis

Analyzing the perceptions, opinions and feedback of a large group of people from your target customer segments can answer the following questions:

  • What your potential customers like about your brand?
  • What your potential customers dislike about your brand?

Customer perception analysis can research several aspects of branding and marketing communications. Brand Auditor has specialized audits for:

man using macbook
Photo by Karolina Grabowska on Pexels.com

2. The purpose of brand auditing – why should you audit your brand?

The primary reason for evaluating a brand is to find out how people in various segments of the target audience perceive the company, its brand, products, and marketing. Depending on a number of internal and external factors, such as market complexity and competition – large corporations invest in regular, or even continuous brand evaluation campaigns.

Brand auditing has several purposes, as insights can answer a multitude of questions.

Brand auditing to troubleshoot marketing issues

Startups and growing businesses often face negative market responses when entering new markets. To eliminate guesswork and optimize marketing strategy based on data, doing a brand audit can reveal mission-critical insights, such as:

  • What potential customers like and dislike about the company
  • What are the reasons potential customers would buy / not buy from the company
  • What changes potential customers would welcome from the company?

As you see, evaluating a brand is very similar to a market research campaign. Depending on the level of audit and research framework, audits can be configured to examine specific aspects of branding and to answer specific questions. 

Brand auditing to optimize marketing communications

Marketing communications is a core part of brand management. Companies with extensive campaigns regularly optimize their strategy to reach their target audiences more smoothly and connect with their ideal customer in a seamless way.

As social trends and communication techniques are changing increasingly fast, getting feedback from target audiences is an excellent practice to learn what people expect from a company.

Brand auditing to get feedback from the public

Recognized brands have an enormous responsibility to maintain a good public opinion. Starting from the late 2010s, startups and small businesses also recognized the importance of corporate goodwill and public opinion.

Companies with a positive public opinion sell easier, as their trust, reputation, and social values have been already established.

Brand auditing for strategic rebranding

When a brand gets old, and marketing communication strategies become obsolete, rebranding is necessary. 

When preparing the rebranding strategy, companies carry out a number of brand audits and brand evaluations to identify the valuable and outdated aspects of their current brand.

Understanding the strengths and weaknesses of a brand is the basis of a rebranding strategy, even for small businesses.

worried young woman covering face with hand
Photo by Liza Summer on Pexels.com

3. Primitive brand auditing techniques

Large companies and international brands have tailor-made brand auditing procedures that are mostly based on one industry-standard market research framework. 

As market research is often too expensive for small and medium-sized businesses, entry-level marketing consultants and branding freelancers came up with their own brand audit “solutions”. 

Among many others, these brand evaluation practices include the following:

  • Essay-like documents reflecting the sole opinion of the auditor
  • Conclusions made on the website and social media statistics
  • Presentations based on publicly available market statistics
  • Brand audit based on social listening statistics
  • “AI” based brand audits

The main problem with such brand audits is the lack of useful information value. These audits offer little to no consumer perception insights.

4. Professional brand auditing techniques

Industry-standard brand audit frameworks have several things in common, but all are based on extensive market research insights.

Basic website and social media statistics can only show data that has been recorded, therefore cannot answer questions like why most people did not engage with the brand?

If a campaign had 1,000,000 views and 10,000 engagements then it means that 99% of the targeted audience ignored the campaign. 

Professional brand audits can target millions of people in the same audience, and reveal answers regarding how to improve the success of future marketing communications.

5. Cost and timeframe of brand audits

Brand audit prices vary from a few hundred dollars to hundreds of thousands of dollars. Depending on the professional level, the auditor, market research details, and the target audience, brand audits can be split to 3 major categories:

Unprofessional brand audits by freelancers

Freelancers and amateur brand consultants will offer brand audits for as low as $50. These can be found on Fiverr, Upwork, and similar freelance marketplaces. The information value of these audits is close to nothing.

Semi-professional brand audits by consultants and small marketing agencies

More established brand and marketing professionals will offer brand audits typically between $1,000 and $5,000 – depending on the scope of the audit, and how much they guess a client can pay.

Despite being better formatted and more well written, these brand audits offer similarly low information value like basic freelancer-made audits.

Market research-based brand audits

Market research-based brand prices are linked to market research costs. Market research costs depend on the number of respondents, response rate, and survey distribution cost that is influenced by the survey region, size of the audience, and other market characteristics. 

As these audits are offered by professional market research companies, a $10,000 starting price for a 10,000-response brand audit can be expected. Costs between $0.75 – $1 per valid response are considered to be industry average. The advantage of these brand audits is that customers know what they pay for, and can configure their scope based on their requirements.

At Brand Auditor, we also offer the same system, however, our business model was tailored to fit the budget of small businesses – with a basic price of $500 for 2,000 responses.

Online Brand Audit Brand Auditor

6. Doing your own brand audit with Brand Auditor

If you are interested to use Brand Auditor to evaluate your brand and marketing communications, you can learn more about the procedure here:

Audit selection and configuration

The process starts with selecting your audit type and configuring the scope, targeting, required insights, and market research size. You are most welcome to contact us for further information at any time before placing your order.

Placing your order, submit your requirements

Once your brand audit configuration is done, you can go ahead and place your order by completing your payment. Your brand audit configurations will be automatically picked up by our system which will pre-configure a number of market research campaigns on the platforms of our surveying and data collection partners.

Human review and approval of your research

Each audit configuration is reviewed by a market research expert before launching. In case of any errors or issues, like not enough respondents available as per your config, our colleague will get back to you. It is recommended to contact us before placing your order so we can check and confirm your requirements before making a payment.

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Market & Economy News

Is a Brand Audit Important? Yes – for Many Reasons.

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​Brand audits enable companies to understand how their brand, products, and company, in general, are seen by their audience. Conducting a brand audit is an industry-standard practice to assess the position of a company in the mind of the customers. Simply put, such audits are to measure and understand what potential customers think about a company.

This assessment is extremely important for companies, startups, and businesses that need to maintain a strong brand presence. E-commerce stores, fast-fashion brands, local businesses but even professionals like consultants or lawyers have one thing in common: they are as good as their reputation. To maintain demand and consistent business flow, online-first and B2C businesses not only need to keep an excellent reputation but also need to remain in line with fast-changing customer expectation trends.

How often should you do a brand audit?

Established companies take brand audits regularly to check what potential customers like and dislike about them. This crucial for various reasons, including:

  • Avoiding marketing miscommunications
  • Evaluating brand and product presentations
  • Evaluating the relevancy of products and services
  • Benchmarking popularity against competitors

Startups and small businesses get significant business advantages with brand audits, as the vast majority of small to medium-sized companies hardly ever, or never audit their brands. Missing out on such important insights is often the underlying reason for the inability to scale, to make substantial improvements in the business model, or even the failure of the company.

Startups and small businesses fail without knowing their customer expectations

Many entrepreneurs argue with the previous statement, claiming that they listen to customer feedback, and use those insights to improve their products and services. That is great, but they entirely miss the point – as customer feedback insights will be unable to answer why most of your potential customers did not make a purchase.

  • Perhaps most people found your competitors better?
  • Maybe your proposition is not relevant?
  • Is it your tone of voice that drives people away?
  • Or else your business lacks credibility?

These are just a few of the questions a brand audit can answer, based on thousands of quantitative and qualitative responses from your key audiences.

How much brand audits cost? What are your options to do a professional audit?

The free option: an assessment by the marketing team

To save money, amateurish marketing teams tend to evaluate their marketing efficiency by themselves. This is a really bad practice that can cause serious damage both financially, and also from a branding point of view. Such assessments are typically based on biased opinions who will stick to their ideas and fail to realize potential flaws. This is a practice to avoid.

Budget option: freelancers

Entry-level freelancers can charge as low as $50 to $100 for a brand audit, which is also useless as it is based on the observations and opinions of one individual, instead of real in-market customers. An experienced marketing freelancer will charge between $300- to $500 for the same.

Brand consultants and agencies: forget it

Branding agencies and brand consultants typically charge between $3,000 to $5,000 for an elaborated brand audit – which is still just the elaborated opinion and suggestions of one person, instead of feedback from thousands of potential customers.

Data and market research based brand audits

At Brand Auditor, we have a vast selection of specialized brand audits starting from $350 only – offering an affordable way to do targeted customer perception analysis. Our most popular audits are the E-commerce Store Audit, and the Market Demand Analysis. Aside from these, we have specialized audit types for personal brands, startups, hotels, and many more. 

To offer full control over the scope of analysis and, size of the market research, and of course the audit cost, we have created an audit customization system that enables our customers to create their bespoke audits.

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Market & Economy News

Brand Audit Process: How to Do a Brand a Brand Analysis to Optimize Your Brand and Marketing Communications?

Brand Audit Process and Template

Brand optimization is a key part of any business that wants to become or remain an attractive choice for their potential customers. This article is about the importance of keeping your brand in line with customer expectations, collecting insights, and how to optimize for increased sales.

Ask the right questions: how to make your potential customers like your brand?

People buy from brands that they like. It is common sense, but very important to understand and accept this. If your potential customers like your brand, you will get more leads, more prospects, and the entire sales process will become significantly smoother. 

It is not possible to substitute liking with reasoning. You can have the most practical solutions, offer the best value, and have the most innovative technology – your customers will not see you as an attractive option to solve their problems if they do not like how you present yourself.

It is very similar to dating: a candidate can have everything right: a good body, career, a pleasant personality with good manners. If he fails to be exciting for his target dates, women will only see him as a secondary option after the more exciting guys.

Why 78% of small businesses fail to grow their brand? What prevents startups from B2C scaling?

Branding and marketing communications are possibly the most effective tools to increase sales and revenue without further investment. To optimize your brand for more sales, the first question you need to ask is: how to make my brand more popular? How to make people like your brand more? 

To answer this, you need to collect insights from your target customers. If you understand that asking your potential customers will return the most valuable feedback, that means you have already done better than 78% of small business owners.

According to a recent survey we conducted with over 2,000 small business owners and marketing managers working for SME – over 50% are guessing answers, 28% works with an external branding and marketing expert, but only 22% will take the effort to collect feedback and insights from their audience.

Making your brand and marketing more attractive to your target audience requires knowing what they expect from a company like you.

How to collect feedback from your potential customers? Know the basics.

When getting feedback from your target customers, you need to keep the following things in mind:

  • You need at least 1,000 feedback to make your market research representative
  • You need to be able to target your potential customers very accurately
  • You have to ask the right questions to get valuable answers

At this stage, a brand audit company such as Brand Auditor can help significantly. Brand Auditor specializes in customer perception-focused market research, collecting thousands of feedbacks from narrowly targeted campaigns.

It is also possible to conduct data collection in-house, if you are familiar with fundamental data collection and surveying frameworks. Tools like SurveyMonkey are great for designing surveys that you can distribute yourself.

The most significant cost factor of brand audit is the cost of data collection. To minimize market research costs, you will need to optimize for the following:

  • Cost efficient survey distriubtion
  • High response rate
  • Low survey abandon rate

To achieve these, the best practice is to use short-form surveys with simple yes or no questions, as well as score ratings that respondents can use to express the level of their liking or disliking. 

Most market researchers fail to get the necessary quantity and quality of responses because of using too long surveys, and asking questions that are difficult to answer. Surveys that can be completed in 30 seconds are having an excellent completion rate, so it is best to design accordingly.

Understand your brand feedback data: How to understand your market research insights?

Once your market research data is in, it is time to move on to organize all that information into actionable insights. Once again, brand audit specific solutions like Brand Auditor are a great help in this, as their system automatically organizes all feedback data into insightful reports. 

Ideally, your brand audit report should focus on the following insights:

  • What potential customers like about your brand?
  • What potential customers dislike about your brand?
  • Does your brand look better compared to competing brands?
  • Would customers buy from you? Why or why not?

This structure can be replicated to analyze various aspects of your brand, such as:

  • Brand identity
  • Perceived benefits associated with your company and products
  • Marketing communications
  • Pricing and value related customer perceptions
  • Website user experience
  • Perceived credibility
  • … and a lot more

The point of organizing your market research data into brand audit insights is to understand the strengths and weaknesses of your company, benchmarked against your competitors or similar companes that you want to over perform.

When reading the results of this analysis, marketers tend to become defensive and protective about their work. Revealing poor performance and shortcomings is never a pleasant experience, but accepting the issue is the first step of solving it. Making meaningful improvements can be only done by addressing significant issues, so do not be afraid to reveal harsh thruths about how how people think about your company.

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Market & Economy News

6 Professional Brand Audit Template Examples With Pictures and Detailed Information

Brand Audit TemplatesIf you are looking for brand audit examples, then you just arrived at the right place. Here at Brand Auditor, we do brand audits daily. Instead of the typical consultant blah-blah, our audits are based on market research and real-world feedback collected from the target customers of the analyzed company.

We have a variety of brand audit types, focusing on different aspects of brand and marketing communications. Since day one, we have been confident to share our report templates. In this article, we are going to display some examples of our audits.

Marketing communications audit

This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience, and improve your marketing effectiveness overall.

This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve the execution of your brand marketing communications, become more relevant for your audience, and improve your marketing effectiveness overall.

This audit is recommended for:

  • Startups, before finding investors
  • Startups, before launching marketing campaigns
  • Small companies
  • E-commerce websites
  • Medium-sized enterprises
  • One-person businesses

The 19-page audit covers the following sections: 

  • Brand personality
  • Multi-channel content
  • Public relations
  • Advertising

In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.

Each section includes the following insights:

  • Ratings from expert auditors
  • Results of in-market customer perceptions survey
  • Strengths and weaknesses between you and the industry average
  • Feedback from in-market customers
  • Brief suggestions from expert auditors

Market demand analysis

This market demand analysis report is based on the feedback of over 2,000 respondents from your target audience, summarizing their score ratings and comments regarding your product, company, brand experience, and pricing.

This analysis is recommended for:

  • New companies before launching
  • New companies after an unsuccessful start
  • Startups, before approaching investors
  • Startups, to validate business ideas
  • SME looking to improve their performance
  • Anyone seeking to validate a business concept

The 4-section audit covers the following sections:

  • Product rating by the target market
  • Company rating by the target market
  • Brand experience feedback
  • Pricing and business model feedback

​In each section of the report, 5 aspects are analyzed. In total, your report will include the evaluation of 20 key points of your business concept.

Each section includes the following insights:

  • Results of in-market customer perceptions survey
  • Strengths and weaknesses between you and the industry average
  • Feedback from in-market customers

Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.

E-commerce online store audit

This e-commerce store audit report is based on the feedback of over 2,000 respondents from your target audience, summarizing their score ratings and comments regarding your products, perceived credibility, brand experience, and shopping experience.

E-commerce and drop-shipping are among the most competitive industries today. To win the trust of online shoppers, a store needs to offer relevant products, showcase credibility, offer customer protection guarantees, and have a seamless shopping experience.

This analysis is recommended for:

  • New e-commerce stores before launching
  • New e-commerce stores after an unsuccessful start
  • Profitable e-commerce stores to optimize for customer expectations

The 4-section audit covers the following sections:

  • Product selection and presentation
  • Store credibility
  • Brand experience feedback
  • Ordering, checkout, and store policies

In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your business concept.

Each section includes the following insights:

  • Results of in-market customer perceptions survey
  • Strengths and weaknesses between you and the industry average
  • Feedback from in-market customers

Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data.

Personal brand audit

Identify the strengths and weaknesses of your personal brand, public image, and communications management. Find out what your audience thinks about your personality and professional competencies, based on extensive survey data.

This audit offers a comprehensive analysis based on survey feedback, score ratings, quantitative feedback, and external audit data from various data brokers. The report will give you specific insights on how to improve your personal brand image and content management practices.

This audit is suitable for:

  • High-profile professionals
  • Media personalities
  • Entrepreneurs
  • Consultants
  • Influencers
  • Lawyers
  • Politicians
  • Speakers
  • CEO-s

The 7-page audit covers the following sections: 

  • Perceptions of your personality
  • Perceptions of your competences
  • Content and marketing communications
  • Likelihood of your audience doing business with you

In each section, various items are analyzed. In total, your report will include the evaluation of 13 key points of your personal brand management.

Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data. 

Social media marketing audit

Identify the strengths and weaknesses of your social media management, benchmarking your performance with the industry average.

This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve your social media content, engagement, and social community management practices.

This audit is suitable for:

  • Startups, before finding investors
  • Startups, before launching marketing campaigns
  • Small companies
  • Medium-sized enterprises

The 15-page audit covers the following sections: 

  • Content quality
  • Engagement and sentiment
  • Community management

In each section, 5 items are analyzed. In total, your report will include the evaluation of 15 key points of your social media management.

Each section includes the following insights:

  • Ratings from expert auditors
  • Results of in-market customer perceptions survey
  • Strengths and weaknesses between you and the industry average
  • Feedback from in-market customers
  • Brief suggestions from expert auditors

Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions, and 3rd party data. 

Brand essentials audit

This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights on how to improve your brand appearance, positioning, and associated value propositions.

This audit is suitable for:

  • Startups, before finding investors
  • Startups, before launching marketing campaigns
  • Small companies
  • E-commerce websites
  • Medium-sized enterprises
  • One-person businesses

The 15-page audit covers the following sections: 

  • Visual brand assets
  • Unique brand values
  • Emotional value proposition

In each section, 5 items are analyzed. In total, your report will include the evaluation of 15 key points of your brand identity.

Each section includes the following insights:

  • Ratings from expert auditors
  • Results of in-market customer perceptions survey
  • Strengths and weaknesses between you and the industry average
  • Feedback from in-market customers
  • Brief suggestions from expert auditors
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Market & Economy News

Definitions of Common Technical Terms Related to Brand Management and Marketing Communications

Would you like to learn the basic definitions of brand auditing and brand management? This post contains commonly used term.

Brand managementBrand management is a marketing function that uses techniques to increase the perceived value of a product line or brand over time.

Effective brand management helps a company build a loyal customer base and helps fuel a company’s profits.

A brand manager ensures the innovation of a product or brand, creating brand awareness using price, packaging, logo, associated colors, and lettering format.

Brand equity refers to the value a company gains from its name recognition, enabling it to be the popular choice among consumers even when compared to a generic brand with a lower price point.
Customer perceptionsCustomer perception is how customers feel about your product and brand. It’s an opinion that they’ve formed through every interaction they’ve had with your company, both direct and indirect.

It’s more than just whether customers “like” you; customer perception includes the feelings your business inspires in them, along with any descriptive words they would use when talking about your business.

Understanding how your customers perceive your company can help you improve your marketing, spot opportunities to improve your service delivery and grow your business.
Brand auditbrand audit is a comprehensive examination of a brand, involving activities to assess the health of a brand, uncover its sources of equity, and suggest ways to improve and leverage that equity.
Market researchMarket research is the process of determining the viability of a new service or product through research conducted directly with potential customers. Market research allows a company to discover the target market and get opinions and other feedback from consumers about their interest in the product or service.

Companies use market research to test the viability of a new product or service by communicating directly with a potential customer.

With market research, companies can figure out their target market and get opinions and feedback from consumers in real time.

This type of research can be conducted in-house, by the company itself, or by an outside company that specializes in market research. The research includes surveys, product testing, and focus groups.
Target marketA target market refers to a group of potential customers to whom a company wants to sell its products and services. This group also includes specific customers to whom a company directs its marketing efforts. A target market is one part of the total market for a good or service.
Brand identityBrand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable.

The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world.
Market analysis frameworkMarket Analysis Framework is a tool which is used by the companies and entrepreneurs to study the market for its products or services. By using market analysis frameworks in detail, companies get to understand the competitive dynamics of the market in terms of demand and supply of the products and services, external factors of the industry, state of competition and degree of competition within the industry, the future aspects of the industry and difference between their organization and the competitors.
Public opinionPublic opinion is a term that describes the opinion of the general public. This could mean a population of a specific area or country, it could mean a specific target demographic for a business, or it might mean the entire population of a country.

The term public opinion is relevant to businesses, in as far as it pertains to the opinion that the public holds of that brand. Marketing is not just a matter of brand visibility – of getting people to recognize a business logo and to associate that brand with a particular product. Public opinion is rather also all about the brand’s reputation and the opinion that the public holds about that business.
Brand perceptions​Customers, not companies, own brand perception. Brand perception is what customers believe a product or service represents, not what the company owning the brand says it does. Brand perception comes from customer use, experience, functionality, reputation and word of mouth recommendation – on social media channels as well as face to face.
Marketing efficiencyMarket efficiency refers to how well current prices reflect all available, relevant information about the actual value of the underlying assets. A truly efficient market eliminates the possibility of beating the market, because any information available to any trader is already incorporated into the marketprice.
Potential customers a Potential Customer is someone who is capable of becoming a purchaser of product and/or services from an organisation. By understanding your Potential Customers, those most likely to buy from your organisation, you can target your Communicaton Material accordingly.

The key group of Potential Customers, is known as your Target Audience, the group of people or organisations who are most likely to buy from your company.
Brand optimizationBrand optimization is the process by which businesses interact with the dynamics of the world wide web, to build and optimize their brand assets. It is a mechanism to make your brand relevant to its users, while proactively engaging with them on the right platforms, encashing the right opportunities.
Marketing communicationsMarketing communications (MC, marcom(s), marcomm(s) or simply communication(s)) refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from: advertisingpersonal sellingdirect marketing, sponsorship, communication, social media and promotion to public relations.
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Are You Planning to Buy or Do a Brand Audit? Here Are 4 Things You Need to Know.

Brand Audit Company

Evaluating your brand highly recommended practice to understand how your potential customers think about your company. Furthermore, it is a great exercise to discover how to smooth out techniques, increment effectiveness, and reduce marketing costs. 

Before you can survey if a brand review is appropriate for your firm, you should initially have a comprehension of what the expression “brand review” truly implies. ​

What is a brand audit?

Every brand needs a refresh from time to time, to align it’s values and messages to ever-changing customer expectations, technology, and social trends. Surface-level changes are typically focusing on graphical elements, but in order to action meaningful and purposeful changes, a deeper analysis is required.

Your brand is not how you define it, but how it exists in the minds of your potential customers. In order to measure and evaluate the strengths and weaknesses of your brand, it is necessary to get meaningful from your target audience – in large quantities. 

A brand strategy is as good as it’s execution, so even with the best brand guidelines in place, what needs to be measured and monitored is the actual marketing communication, and what impressions it makes on your target audience. Changes in a marketing team, especially in management positions are frequently causing deviations from the original brand guidelines and strategies.

A brand review ought to get a comprehensive assessment of your brand image in 2 ways:

  1. The present recognition and popularity of your brand, benchmarked with competitors
  2. Understanding which aspects of your brand trigger like and dislike in your target audience

Our brand audit solution offers a pure survey and audience-opinion-based approach that excludes any subjective human opinion. Our surveys are streamlined to collect meaningful information such as score ratings and comments from people in your target audience. ​

Should you do a brand audit yourself, or internally with your team?

No, it is not recommended. Performing a brand review with inside assets just can regularly slant the information dependent on one-sided suppositions. It is unlikely that people involved with the company will be able to provide unbiased feedback, and quite frankly your peers might not even be able to see the business through the eyes of potential customers.

Always ask the opinion of your potential customers. Forget the opinion of your marketing consultant, as well as the branding-related input of your friends and family. Quite likely they will not be able to see your business as a customer, and once again, their opinion will be biased.

Why should you audit your brand regularly? What are the benefits?

Solid brands attract best-in-class talents, appeal to more customers, stand the test of time, and ultimately generate cash flow. What separates strong brands from amateur ones is their brand management practices.

Most small businesses brand their company to the linking of their owners and stakeholders, giving little to no consideration to what actual customers would like or expect to see from them. 

In a slightly better situation, small to medium-sized companies start off with a professional brand strategy that works out great for a few years, then starts to fade away as trends are changing.

The most successful brands listen to their customers and manage their branding and marketing communications dynamically, with regular subtle and minor changes that often go unnoticed, but keep the brand fresh and relevant. This approach helps to avoid “complete rebrandings” and other risky practices that can alienate loyal customers or trigger dislike from the target audience. 

This process requires continuous brand auditing. Brands with an active audience often use social listening tools like Brand24 and BrandWatch, combined with customer perception measurement solutions like Brand Auditor.

The main purpose of a brand audit is to understand what your customers think about your company, evaluate the strengths and weaknesses of your marketing communications, and understand what changes to make to make your business received better.

Why popular brands lose engagement and interest over time? What makes big brands fail?

Well-known companies with strong brand awareness are not safe from the risk of becoming boring and unpopular. Ask any executives who were in the management of once-popular brands, they will all tell a similar story: they found a good branding and marketing communications formula and kept doing it even after the market has changed.

The main reason behind brands failing is not adjusting to new realities, not updating their ways of communications and values they aim to convey through their branding and marketing management.

Successful brands regularly seek feedback from their audience regarding how to adjust and optimize their branding. Most mid-size companies follow decade-old brand guidelines or create brand concepts that were proven to work 10 years ago. Lacking dynamism and flexibility in branding will likely expose the company to substantial risk.

Do not buy brand audits that reflects the opinion of one person (like a brand consultant).

​If you decided to purchase a brand audit, do yourself a favor and do not buy an essay-like audit from an independent consultant or freelancer. Regardless of the price, the information value of such audits is minimal – as these kinds of reports mostly reflect the opinion of one person. 

Despite done with expertise and best efforts, brand evaluations and audits from an individual can do more harm than benefit, unless the report is based on extensive surveying and customer feedback.

In most cases, such reports consist of information and statistics that are easily available for you and your team, like Google Analytics stats, Google Trends comparisons, and social media statistics. You do not need a consultant to compile a report based on those. 

As recommended by most branding experts, a brand audit needs to be as objective as possible, and undoubtedly the best way to get that is by asking thousands of people in your target market. Brand Auditor offers an excellent solution for this.