What is a Brand Audit?

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2012-04-05-BrandAudit

At Tribe Design, we understand brand building, and the importance of a well-defined brand to the success of any product or company.

Everything we do is considered within the broader context of brand strategy, to make sure that all the parts of a marketing program work in coordinated support of each other to maximize their value. We know that everything a company does, the way they do it, and, in many cases, what a company doesn’t do, acts to reinforce or undermine the unique position in a customer’s mind.

Frequently, personnel changes, the introduction of new products or services, or simply the passage of time can cause a company’s protection of its valued brand to decline. Here’s a simple audit of your branding practices to see if you’re doing everything you can to maximize your efforts:

Consistency
A key component of successful branding is consistency. Give yourself 10 points for every statement that accurately describes your company:

My company has a logo.
The logo always appears with the same colors and typeface.
We use the logo on our business cards and stationery.
We use the logo on every piece of printed material that is seen by a customer.
My company has standardized colors.
We use the same standardized colors on every promotional piece seen by a customer.
We have a written policy on graphic standards that defines the use of logo and company colors.
Everyone in my company knows and follows the graphic standards policy.
My company has a standard typeface that we use on our written communications
My company has standard language that we use to describe the key elements of our positioning or sales pitch.
  
Your Score

Communication
Many companies fail to take advantage of opportunities to reinforce their brand image. Give yourself 10 points for every statement that accurately describes your company:

We have a sign at work that tells people who pass by what we do.
Everyone in the company has a business card.
We have a company brochure.
We advertise.
We participate in key industry trade shows or conferences.
We have a website.
We use our website to collect information about the people who visit it.
We answer the phone the same way every time.
The people who work here all know what we do better than anyone else.
The people who work here know our mission statement or values statement.
  
Your Score

If you’ve identified some areas of your branding that need help, call Tribe Design. We can work with you to make the most of what you currently have, or help you create a new program to help you achieve your business goals.

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