BRAND DRIVES EVERYTHING.
All external and internal decisions. Associations, companies and corporations cannot afford to take their eyes off brand. Every company NEEDS a brand audit.
The true health of any brand is solely based on how well it is connected and engaged to its audience.
Why is this so important ? Because if you do not know who you are or why you do what you do, you cannot expect others to care about your brand, products and services. As branding experts, we uniquely articulate who our clients are, how they do what they do and why they do what they do in a way that strengthens loyalty both internally and externally.
A brand audit should review all employee interactions and personal brand awareness, customer brand awareness, websites, social sites, marketing collateral, advertising, and all communication channels for its presentation, content, messaging, consistency and effectiveness.
Brand audits are also internal – if your employees are NOT bought in to your brand, can’t articulate it and don’t know how it connects to them and their everyday life – you’re failing. Internal communication is as important as external – we believe it’s more important. If your employees are not sharing the right story, you will lose in the environment of speed and social media.
Brand Audit Results SHOULD:
•Emphasize importance of brand management efforts across the entire organization.
•Improve internal staff brand awareness, loyalty and buy-in.
Expand communication of the brand – online and offline.
•Provide management and insight into all elements that brand touches, including the structure of your business and the portfolio of your brand.
•Refocus executives by evaluating the position of your brand in the market.
•Ensure the security of your brand.
•Direct the future of your brand.
•Elevate and focus brand strategy.
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