Brand Audits: Nxtbook Media

Why You Need a Brand Audit

Brought to you by the marketing/communications subgroup of theCentral PA Chapter of The Association for Strategic Planning

Do not undertake vigorous physicalactivity without first consulting aphysician.

“Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you want to get to.""I don't much care where –""Then it doesn't matter which way you go.” ― Lewis Carroll, Alice in Wonderland

“Would you tell me, please, which way I ought to go from here?""That depends a good deal on where you are.""I don't much know where –""Then you probably won’t get there.” ― Marcus Grimm, Why You Need a Brand Audit

Brand Audits Tell Us

• What we’re known for• What our brand personality is• What our brand is doing (or trying to

do)• Where we are succeeding (or not)

Brand Audits Give Perspective

• From employees• From customers• Other stakeholders– End users– Investors

Who Could Conduct the Brand Audit

• You• An external source (hint hint)• Some combination thereof

If It’s You

• Get a team without a horse in the race– The marketing department can write the

questions. They probably shouldn’t ask them.

• Don’t defend and justify• Don’t fix anything (that’s what your

strategic plan is for)

If It’s Another Firm

• Be patient• Be open and accepting• Challenge them to make results

actionable

A Brand Audit Should Always Be Done…

• Before a logo change• Before a market shift• Before a new product introduction

that isn’t in your wheelhouse• Before a website revamp with a new

content strategy

Brand Audit Outcomes

• Comprehensive report• Brand inventory• Brand positioning statements• Logo redesign (if desired or

appropriate)• Employees who “get it”

Brand Audit Elements

• Brand scorecard• Content inventory• Impact metrics• Market definition• Internal differentiator report• External positioning report

Brand Scorecard

• Brand CBC• Online survey• What products/services are strong• What products/services are weak• Key reasons people buy from us• How we are communicating our brand

currently– Tactically– Emotionally

• Key here is asking “what” questions

Brand Scorecard - Goals

• Peeling back the onion• Identifying key stakeholders within

the organization who can help us further

• Figure out if everybody is on the same page

Content Inventory• Collection of all of the assets

– Brochures, flyers– Website– Newsletters– On hold message– Signage– Email templates– Tradeshow booth– Logos, slogans

• Determine– Are we using it?– Are we going to continue using it?– Does it/will it need updated?– Does it accurately reflect the brand?– When possible, how does it compare?

Content Inventory - Goals

• Identify the bedrocks of your program– Calendar

• Identify the brand disconnects– Luxury business with floppy card stock

• Identify everything that a potential rebrand would effect

Impact Metrics

• What are we selling• Who are we selling it to• Moves beyond perception to reality

Impact Metrics - Goals

• Markets and products that are doing well will be recognized

• Markets and products that haven’t panned out will be identified

“Your brand marketing is only as infiniteas your marketing budget and the hoursin a day.” ― Marcus Grimm, Why You Need a Brand Audit

Market Definition Report

• Explores the terrain• Looks at the possibilities• Should be quantitative• Completed via interviews of key

industry professionals and/or reviewing available data

Marketing Definition - Goals

• Can anyone succeed here• If so, what specific niche will we fill– Here’s where we talk about competitors

Internal Differentiator Report

• Targets identified in the scorecard• Looking for additional insight into the

scorecard• Telephone/in person interviews• Key here is asking “why” questions

Internal Differentiator - Goals

• Validate quantitative information in scorecards

• Gain insight how the brand arrived where it is

• Gain perspective into possible brand evolutions

• Lock down your reason to be

“Quality of service is not a differentiator in client acquisition. It is only a differentiator in client retention.” ― Marcus Grimm, Why You Need a Brand Audit

External Positioning Report

• Telephone/in person interviews with customers

• What they think• What they recall: name, slogan, etc.• Your strengths• Your weakness• Your personality• Your image• Your communication consistency• Your communication style

External Positioning Report - Goals

• Stop the naval gazing• Go to the source• Validate/invalidate spend• Validate/invalidate tone

What Happens When We Don’t Listen to Who We Are?

Brand Mistakes - Personality

Brand Mistakes - Vertical

Brand Mistakes – Core USP

Brand Smarts – Product Extension

• Walz, Deihm• Rhoads Energy• Smilebuilderz

Brand Simplicity

• Wohlsen Works• Live United• Willow Valley Communities

In Conclusion

“Begin at the beginning," the King said, very gravely, "and go on till you come to the end: then stop.”

― Lewis Carroll, Alice in Wonderland

“Begin with a brand audit, know why you’regoing where you’re going, and enjoy the trip.”

― Marcus Grimm, Why You Need a Brand Audit

Thank you!

See samples of our work here: nxtbookcreative.com