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Performing a Brand Audit: It’s Not Just For Big Companies

A brand audit can help companies of all types and sizes better communicate with their customers. Especially when a company experiences rapid growth, “good enough” takes the place of “perfect” in terms of getting something out the door. If this is the case for your company, perhaps it is time for a brand audit.

A brand audit takes a look at your company’s outgoing communications, with a critical eye to detail. Whether you realize it or not, the communications pieces going out to the public or to vendors cover a huge range, and absolutely every piece plays a role in communicating your brand. A brand audit examines everything your company creates: proposals, press releases, the company website, sales flyers, and more. The brand audit then finds answers to questions such as: Are all outgoing communications effectively communicating the company’s brand image? Is the logo modern, and does your company tagline communicate the organization’s value proposition? A brand audit can help you answer all these questions.

The purpose of a brand audit is to determine if the message your company is sending to employees, vendors, and customers is the right message, and if it is being communicated effectively. Brand audits also take a look at compliance issues within your particular industry, ensuring that your company is meeting standard benchmarks and following industry guidelines where appropriate. The primary goal of a brand audit is to help your organization communicate with customers consistently and effectively – which in turn will help your company create scalable growth.

Brand AuditThat is why performing a brand audit is not just for big companies. Small to medium sized businesses have the most to gain from performing a brand audit. If your organization is experiencing rapid growth, and if you hope to keep growing at the same or even a faster rate, a brand audit may be a crucial aspect of your marketing plan. In order to ensure your organization is getting the best return on investment possible from your marketing and communications efforts, it is of utmost importance that all aspects of the brand are in alignment. If your brochures, advertisements, and website fail to give customers the same impression, this can truly impede opportunities for growth and brand recognition. Performing a brand audit ensures that your organization can move forward with a consistent, modern approach that increases customer loyalty and expands awareness of your brand.

Large companies may perform brand audits from time to time to ensure that globally, there is consistency in how the brand is communicated. Language translations, advertising standards worldwide, and trends that change from country to country can all impact a brand’s consistency and effectiveness. Brand audits ensure that large-scale marketing problems are kept under control. Small to medium sized companies face similar issues to a large organization, but on a different scale. Perhaps dealing with global trends in advertising isn’t an issue yet for your organization – but as your organization grows, issues like this may not be far off. Performing a brand audit in the early stages of your company’s growth ensures that your company reaches customers as effectively as possible as you expand your brand.