How To Conduct A Brand Audit - August 2015 VF PDF

CONSUMER INSIGHTS FOR
S U S TA I N I N G B R A N D R E L E VA N C E
HOW TO CONDUCT A
BRAND AUDIT
Carol Phillips & Judy Hopelain

August 2015
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C Copyright
© 2015 Brand Amplitude
LLC
All Rights Reserved – May Not Be Reproduced Without Permission
CONTENTS
§  What is a Brand Audit?
§  Helpful Frameworks
§  How to Apply the Frameworks
§  Examples
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C
1
WHAT IS A BRAND AUDIT?
§  A Brand Audit describes and

evaluates the current state of a
brand and its effecQveness in
achieving a company’s business
objecQves
§  This assessment is the first step in

brand strategy development.
Note: While we refer to company throughout, the process works equally well for other types of
organizations and brands.
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C
2
WHY CONDUCT A BRAND AUDIT?
§  A Brand Audit reveals a brand’s true posiQon and meaning to its stakeholders.
“A brand audit requires understanding the

sources of brand equity from the perspective of
both the firm and the consumer. From the
perspective of the firm, what products and
services are currently being offered to consumers
and how are they being marketed and branded?
From the perspective of the consumer, what
deeply held perceptions and beliefs create the
true meaning of brands and products?”
– Kevin Keller, Strategic Brand Management
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C 3
HOW AUDITS ARE USED
USED FOR:
Brand Audits…
§  Diagnosing brand strengths and §  Assess how well the brand delivers
idenQfying potenQal vulnerabiliQes against company objecQves
or shortcomings.
§  IdenQfy customer wants, needs, and
§  Developing value proposiQon, trends at the category level
idenQty and posiQoning. §  Inventory and categorize brand porYolio
elements and assets (trademarks, sub-‐
NOT USED FOR:
brands, logos, taglines)
§  CompeQQve benchmarking §  Evaluate the brand’s current image (how
it is perceived by customers and other
§  Brand tracking
key stakeholders)
§  Brand health assessment §  IdenQfy potenQal sources of
differenQaQon, tablestakes,
vulnerabiliQes
BRAND AUDITS ORGANIZE INFORMATION
n  As with a SWOT analysis or financial audit, a brand audit organizes and disQlls
criQcal company informaQon to make it easier to digest and recognize strategic
implicaQons.
n  Brand audits take many forms – there is no

single magic format.
n  Regardless of the form your audit takes, the

perspecQve is always that of the company
and how the brand supports its overall
objecQves.
n  To complete a brand audit, you will need to

first idenQfy your best informaQon sources.
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C 1.5 5
TYPES OF INFORMATION REQUIRED
§  InformaQon for a brand audit oèn exists outside of markeQng, so be sure to ask your
colleagues.
Corporate InformaAon Industry InformaAon MarkeAng InformaAon

•  Company mission, vision •  Third party research about •  Current and past
and values statements the compeQtors in your adverQsing and
•  Financial performance industry (e.g., financial promoQonal collateral for
and trends (e.g., revenue, analysts, syndicated market your brand and
profits, margins) research, government compeQtors (within and
•  Customer service records agencies, industry beyond your specific
•  Patents and other associaQons) category)
intellectual property •  Your company’s own research •  Social media reports and
studies (e.g., tracking conversaQon analyses
research, focus groups)
GETTING STARTED
§  Once you have idenQfied the best informaQon sources, the next step is to organize the
most relevant informaQon into four categories.
§  Next, describe and evaluate the

current state of the brand by
idenQfying within each of the
four informaQon categories:
§  The assets that can be

leveraged
§  Any liabiliQes or issues that
need to be addressed or
miQgated
IN OUTLINE FORM,
YOUR AUDIT
MIGHT LOOK LIKE
THIS…

YOU MIGHT WANT
TO USE THE
TEMPLATE THAT
FOLLOWS TO
PRESENT IT
COMPANY ASSESSMENT
§  The company assessment Assets:

focuses on the capabiliQes and
competencies required to
deliver what customers need
and how you measure up. What
do you do well? Where do you Liabilities:
How well does the
need to improve? brand support the
long-term growth
strategy of the
§  This assessment highlights your business? How
effectively does it
strengths and liabiliQes as an leverage the
organizaQon, not as a brand. organization’s
competencies?
CUSTOMER ASSESSMENT
Customer Segment Segment

§  The most important How compelling
and valuable is Assessment 1 2
informaQon at this stage is the brand to
users? How well Demographic
understanding what drives does it resonate
with its target
description
(e.g., age, gender,
customer choice at the audience?
education,
income,)
category and brand levels.
Relevant interests
and
§  Aim to understand what psychographics
customers are trying to
Current customer
accomplish in their lives. needs (category
Look beyond the obvious decision drivers)
funcQonal benefits to how Brand decision

criteria and
they want to feel or be barriers
seen as a result of their Emerging
choices. customer needs
(trends)
MARKET ASSESSMENT
How unique is the Competitive Assessment

§  The compeQQve frame of brand relative to
competitors? How well
reference may not be does the brand take Their Competitive
market dynamics into Their Competitive
Assets:
obvious. Think like a account?
Assets:Their Competitive
customer, what do they Assets:
think are their alternaQves?
Their Competitive
Their Competitive
Liabilities
§  The compeQQve set may be Their Competitive
Liabilities
Liabilities
direct, like other providers of
the same product or service,
or indirect, like a different
category or doing nothing at
all!
BRAND IMAGE ASSESSMENT
§  This assessment focuses

on how your brand is Brand Assets:
How in-sync
perceived by your are customer
perceptions
customers, employees and with company
positioning?
other important
stakeholder groups.
Brand Liabilities
§  If you don’t have recent

research or insights to
inform this assessment,
it’s a good idea to get
them rather than assume
you know.
3-‐CIRCLE BRAND ASSESSMENT FRAMEWORK
Potential
§  All of this informaQon Differentiators
is summarized in the Ideas or traits that are important to
customers and unique to the brand
3-‐Circle Assessment.
This framework helps
disQnguish what is
disQncQve about your
brand from what is Brand Strengths Customer Needs
shared.
§  It is a decepQvely
simple and powerful
Vulnerabilities
way to organize a lot Tablestakes
Ideas that are unique
of disparate Shared traits that are to competitors and
informaQon and make
important to customers, the Competitor important to customers
“must haves” or “points of
brand strategy parity”
Strengths
implicaQons apparent.
AT THIS POINT YOUR AUDIT MIGHT LOOK LIKE THIS….
Potential Brand Consumer Wants &

Differences Needs
•  • 
•  • 
•  • 
•  • 
•  • 
•  Potential • 
•  Differentiators • 
Brand Strengths Consumer Needs
Tablestakes
Our
Vulnerabilities Competitive Brand
Differences
• 
Points of Parity • 
(Category Benefits)
Competitor • 
•  Strengths • 
•  • 
•  • 
•  • 
BRAND ASSET INVENTORY
§  The final step is to inventory the intellectual, verbal and visual assets of the brand.
What are your strengths? What new assets should be developed?
Assessment
Brand Asset Inventory Asset Description (Memorability, Relevance,
Uniqueness)
Logo/Trademarks, Patents &

Protected Innovations or Features
Core Competencies & Industry

Distinctions
Brand Perceptions/Associations
Ongoing campaigns or campaign

elements
Testimonials/Cases
Sponsorships/Partnerships/
Endorsements
Characters, Slogans, Tagline
KEY TAKEAWAYS
n  A brand audit organizes key informaQon to make strategic

implicaQons about target segment needs, frame of reference,
potenQal differenQators, vulnerabiliQes and points of parity
clear.
n  Brand audits reflect the perspecQve of the company and its
stakeholders.
n  Several frameworks are helpful in conducQng a brand audit

n  Customer Assessment
n  Brand Asset Inventory
n  3-‐Circle Assessment
A U G U S T 2 0 1 5 B R A N D A M P L I T U D E , L L C 1.16
16
HOW WE CAN HELP
ü Audit your brand to idenQfy gaps and opportuniQes

ü Generate ideas for closing the gaps
ü Develop a compelling, energizing brand idenQty and audience-‐specific posiQonings
that align with the idenQty
ü Measure and track your brand’s health over Qme
Carol Phillips Judy Hopelain

@carol_phillips @judyhopelain
carol@brandamplitude.com judy@brandamplitude.com

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CONSUMER INSIGHTS FOR

Carol Phillips & Judy Hopelain

§ What is a Brand Audit?

§ Helpful Frameworks

§ How to Apply the Frameworks

§ A Brand Audit describes and

§ This assessment is the ﬁrst step in

“A brand audit requires understanding the

n Brand audits take many forms – there is no

n Regardless of the form your audit takes, the

n To complete a brand audit, you will need to

Corporate InformaAon Industry InformaAon MarkeAng InformaAon

§ Next, describe and evaluate the

§ The assets that can be

§ The company assessment Assets:

Customer Segment Segment

funcQonal beneﬁts to how Brand decision

How unique is the Competitive Assessment

§ This assessment focuses

§ If you don’t have recent

Potential Brand Consumer Wants &

Logo/Trademarks, Patents &

Core Competencies & Industry

Ongoing campaigns or campaign

Characters, Slogans, Tagline

n A brand audit organizes key informaQon to make strategic

n Several frameworks are helpful in conducQng a brand audit

n Brand Asset Inventory

n 3-­‐Circle Assessment

ü Audit your brand to idenQfy gaps and opportuniQes

Carol Phillips Judy Hopelain

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§  What is a Brand Audit?

§  Helpful Frameworks

§  How to Apply the Frameworks

§  A Brand Audit describes and

§  This assessment is the ﬁrst step in

n  Brand audits take many forms – there is no

n  Regardless of the form your audit takes, the

n  To complete a brand audit, you will need to

§  Next, describe and evaluate the

§  The assets that can be

§  The company assessment Assets:

§  This assessment focuses

§  If you don’t have recent

n  A brand audit organizes key informaQon to make strategic

n  Several frameworks are helpful in conducQng a brand audit

n  Brand Asset Inventory

n  3-‐Circle Assessment

ü Audit your brand to idenQfy gaps and opportuniQes