THE PROCESS (CHECKLIST)
So what exactly does an audit entail? A thorough assessment should include an examination of the following
criteria (and some questions should be asked):
Brand Positioning
• What exactly does the brand stand for and promise?
Brand Identity
• What do customers think the brand stands for? What words, experiences and concepts do they associate
it with? Is it coherent with what we’ve been building? (Make sure you feed from all channels of communication,
especially blogs and social media, both great tools for insights.)
Brand Equity
• How do aspects such as market share, customer life value, purchase behaviors, awareness and attitudes
measure up when it comes to the brand?
Brand Architecture
• What is the role of the brand within the organization? What relationship does it have in regards to the
complete product portfolio?
• How do clients perceive its structure and its sub brands? Can they distinguish the differences between each
product and our corporate identity?
SWOT Analysis
• W hat are the strengths, weaknesses, opportunities and threats of the company and the brand?
Strategy
• Is there a clearly defined marketing and brand strategy? If so, which are they? Do these strategies and
objectives secure growth for the company?
• What is the short-term and long-term vision for the brand? Is this vision aligned with the company’s business
plan?
• Do we have a clear definition of our target audience (current and desired)?
• Should we re-assess our pricing strategy, distribution channels and product in any way?
Communication and Brand Message
• Are our messages in line with our brand promise, brand image and positioning? Are we using the right tools
to communicate it considering our target?
• Are the brand’s advertising, events, packaging, stores, merchandising, letterheads, web site, press releases
and promotional materials consistent with the brand concept and its personality?
• Are brand messages consistent all throughout internal and external communications?
• What messages have a put out into the world this year? What does it look like when we see it as a whole?
Budget
• Are we receiving the proper amount of resources in order to fulfill the tasks required for our brand to grow
in the expected rate?
Competition
On my competitors:
• What do they offer?
• What is their value proposition?
• What are their brand assets and weaknesses?
• What do people perceive and associate with competitors’ brands?
• What do industry analysis and reports have to say about them?
• What conversation is the competition having with its audience? (on social media, for example)
• What message is the competition currently communicating and how does my brand fit in regards to them in
the marketplace?
• How is our company and brand positioned in regards to everyone else?