Brand Audit for Small Business

What is a brand audit?

A brand audit is a thorough evaluation of a company’s brand, including its advantages and disadvantages, possibilities and threats, and the degree to which it supports the company’s overarching business objectives. To build a more successful and effective brand, a brand strategy and audit seeks to pinpoint areas for development and growth prospects.

How should a brand audit be used?

Brand development and management decisions should be informed and guided by a brand audit. It can be used to pinpoint aspects of the brand that are effective as well as those that require improvement, and it can offer practical advice for resolving any problems that are discovered. It also assists in developing a marketing plan for your small business.

What things should be included in a brand audit?

A brand audit should include:

• A review of the company’s mission, vision, values and brand promise
• A review of the company’s target market and customers
• A review of the company’s competitors
• A review of the company’s brand elements (logo, tagline, colour palette, typography, etc.)
• A review of the company’s marketing materials and communication channels (website, social media, advertising, etc.)
• A review of the company’s sales and revenue data
• A review of customer feedback and surveys

How does a brand audit benefit a small business?

A small business can gain from a brand audit in a number of ways:

• By determining the aspects of the brand that are effective and those that require improvement
• By offering a concise and practical strategy for enhancing the brand
• by assisting a small business in differentiating itself from rivals by defining its special value offer
• By offering a template for producing reliable and efficient marketing materials
• by giving a means of monitoring the development of a brand over time.

How can a small business use a brand audit?

A small business can use a brand audit by:

• Identifying target market and customers
• Setting brand goals and objectives, which can inform branding efforts
• Aligning all of the company’s activities towards a common purpose that supports the brand
• Identifying the competitive advantages and identifying areas of opportunities
• Establishing the way to measure success, that can be applied to branding efforts

Why should a small business get a professional brand audit done?

• A small business should hire a specialist to do a brand audit because:
• A professional may offer an unbiased and objective perspective on the business and its market. A professional can assist a small business in identifying areas of opportunities and potential threats that the firm may not be aware of.
• A specialist can assist a small firm in developing a clear and practical plan to accomplish its branding objectives.
• A specialist can assist a small firm in determining and concentrating on the key areas needed for success.
• A specialist can assist a small organisation in comprehending and implementing industry best practices and standards.

Is a brand audit expensive?

The cost of a brand audit can vary depending on the scope and complexity of the project, as well as the type of agency or professional providing the service. Some larger agencies may charge more for a brand audit, while smaller agencies or freelance brand strategists may charge less.

What type of brand audits are there?

There are various types of brand audits, such as internal brand audit, external brand audit, competitor brand audit, digital brand audit, etc.

What sort of professionals deliver brand audit services?

Brand strategists, brand consultants, marketing consultants, and COG Strategy are among the experts who offer brand audit services. They frequently combine knowledge of branding, marketing, and business strategy. Some might have a particular speciality, such rebranding or digital brand planning.

Should you use a strategy agency or freelance brand strategist to perform a brand audit?

The decision to use a strategy agency or freelance brand strategist to perform a brand audit depends on the needs and resources of the business. A larger company may have the resources to engage a larger agency, while a smaller company may prefer to work with a freelance brand strategist. An agency has a team of professionals with different expertise working together which can provide an advantage in terms of the range of services offered and execution capabilities, but a freelancer can be more flexible, less expensive and more personalised.