Is your small business experiencing a sudden dip in sales?
Have you been noticing that you are currently losing customers to your competitors? If yes, then it may be time for a brand audit!
Conducting a brand audit can assist you in understanding where you are positioned in your market and in the minds of consumers.
Using the simple steps below, any small business owner can successfully conduct a brand audit.
Step 1. Establish what you are measuring
For this step, you will need to identify your business’ mission, vision, unique selling proposition, and positioning. Know your target audience and discern what your brand promises them.
Step 2. Evaluate your external marketing materials
The overall goal of this step is to ensure that all your external marketing elements including; your business logo, product packaging, business cards, and print advertisements are consistent with your online marketing. Your online presence can include; website, newsletters, and social media pages. Review the design, colour, and tone of voice to ensure consistency across the board.
Step 3. Dive into social data
Social Media is a treasure trove for consumer research. Executing a social media audit will give you key audience insights such as age ranges and gender ratios. With this information, you can further narrow down where your efforts should be increased and where they are wasted.
Step 4. Get answers from your customers
Use a blend of email surveys, social media polls, and online surveys to get customer feedback on your brand’s perceived value and where it is positioned on the market.
Step 5. Survey your employees
Your employees are the driving force behind creating and delivering the customer experience that is crucial to your brand. If there is a disconnect between understanding what that brand is, then they cannot convey it properly. The use of mystery shoppers is an excellent tool to test your employees and further ensuring that they have a clear understanding of the brand and the expected delivery of the brand.
Step 6. Observe you competitors
Analyze your major competitors' marketing and advertising materials, websites, social media presence, and customer service. Pose questions to your customers and employees to gain insights into their perception of the ‘other’ brand (s).
Step 7. Review your results.
At this point, you’ve gathered a great deal of information, now it’s time to document and evaluate what aspects of your brand work and what needs tweaking. Once completed, create an action plan for updating your brand to bring it in line with your business mission and vision.
When all of your action plans are executed, monitor the progress by repeating the brand audit process.
A brand audit should be a continuous exercise and must be conducted regularly. If you don't have the time to do it yourself, ask us about DITT's Brand Audits Special Package.
Digital Intuition TT Your Digital Marketing Partner
9-11 Fitt Street, Woodbrook, Port-of-Spain, Trinidad W.I
Tel: (868) 224-3495
www.digitalintuitiontt.com
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