Brand audits: a comprehensive diagnostic on your brand’s performance
A brand audit is a thorough review of a brand’s current positioning and performance. It is an important step in the branding process. Conducting a brand audit can help identify areas of improvement and define informed strategies for future growth.
An audit can be conducted from 2 different perspectives:
- An overview of the brand’s overall performance (positioning, messaging, core values, customer experience, brand’s visual identity, social media analytics.. and so on), or…
- A deep dive into the brand’s identity DNA (the visible and tangible aspects of your brand, such as logo, colors, fonts, and other design elements) and how each of these elements behaves independently and as part of your brand’s ecosystem.
In this post, we’ll explore the second point and define the necessary steps to conduct a brand identity audit, ensuring that these elements are consistent, effective, and aligned with the brand’s mission and values.
5 Proven Steps for a Successful Brand Identity Audit
STEP 1
Gather all brand assets and media
Collect all the visual assets currently being used to represent the brand, such as the logo, color palette, fonts, and all the different supports and media where your brand is present: business cards, website, social media profiles, and marketing materials.
- Collect visual assets like the logo, color palette, fonts, and media representations from various platforms.
- Create a centralized location for storing brand assets, whether physical or digital.
- Save digital copies of assets and organize them logically.
- Take inventory and document all assets, including descriptions and relevant details (file type, date of creation, etc.)
STEP 2
Evaluate each of the brand’s visual elements
Review each visual element and consider how well it aligns with the brand’s mission and values. Look for consistency in style, color, typography, and imagery.
- Review each visual element individually and consider how well it aligns with your brand’s mission and values.
- Look for consistency in style, color, typography, and imagery across all assets.
- Make notes on areas needing improvement and gather feedback from stakeholders or customers.
STEP 3
Identify areas for improvement
Based on your evaluation, identify elements that are not consistent with the brand’s mission and values or that could be improved upon.
- Review notes and feedback to identify common themes or areas needing improvement.
- Consider your brand’s goals and target audience in evaluating visual elements.
- Benchmark against competitors to identify areas for differentiation and improvement.
- Identify specific areas needing improvement, such as updating the logo or revising the color palette.
STEP 4
Compile all recommended changes
Suggest recommendations for updating the brand’s visual elements to ensure consistency and alignment with the brand’s mission and values.
- Review identified areas for improvement and develop specific recommendations for each identified area.
- Prepare a presentation or document outlining the desired recommendations, with visual mockups if possible.
STEP 5
Implement and track changes
Once the recommendations for updating the brand’s visual elements have been defined, it’s time to put them into action.
- Plan and prepare for implementation with a clear timeline and setting specific goals.
- Update all relevant brand assets to reflect the new visual elements.
- Track progress and impact through feedback, gathered data, or analytics.
BONUS TIP
Consider working with a professional designer to help implement the recommended changes.
A designer not only brings expertise and fresh perspective but also acts as a facilitator, guiding you through the process with skill and ensuring that the recommended changes resonate authentically with your brand’s goals and target audience. By partnering with a designer, you can tap into a range of creative solutions and streamline the transition towards a more impactful and cohesive brand identity.
Are you ready to take your brand to the next level and ensure its visual elements are consistent, effective, and aligned with your mission and values?
INQUIRY HERE FOR A BRAND AUDIT
and Enhance Your Brand’s Impact!
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