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About Brand Audit
About Brand Audit
A brand audit is an assessment of your brand from internal and external perspectives. Brand audit is conducted on a regular basis for ensuring the perception of your customer and to ensure that no damage is done to your brand. The internal and external perspectives means you are being accepted, understood and remembered by consumers and result in ineffectiveness or undesirable outcome for your company and brand.
What is Internal Brand Audit?
What is Internal Brand Audit?
Internal brand audit is important to monitor how your brand is being delivered to employees, to understand your brand and their role in spreading the brand message.
Believing your brand
Defining your brand
Communicating your brand
Delivering your promise
Tip
1) Prepare your interview questions and tailor them according to different employees.
2)Generate a back-and-forth conversation so that the interviewee is put at ease.
3)Your interview should be detailed and long enough such that your interviewee can feel your sincerity and effort to hear them out.
4)Make sure all your questions are answered. Guide your interviewee back on track if necessary.
5)Include open-ended conversation to gather unexpected insights.
What is External Brand Audit?
What is External Brand Audit?
External brand audit will engage consumers to understand what and how they think and feel about your brand.
Brand Awareness
Brand Message
Brand Perception
Tip
A direct approach to external brand audit gathers direct responses on what consumers think and feel about your brand.
What is Focus Group?
What is Focus Group?
Focus group is a method used to gather opinions on a company’s products or services. Conducts and yield valuable information to identify the improvement of your company.
Define your purpose
Identify your interviewees
Conduct personal interviews
Set date and time for an interview
Prepare a questions using W's/H
Make questions answerable with Yes or No
Record your interviews
Make short notes
Tip
1) Ask the question, and then pause to allow interviewees to gather their thoughts. Do not offer answers for them to choose from.
2) To avoid misinterpretation, summarise key points along the interview and repeat it to your interviewees to confirm or clarify.
3) While conducting the interview, be neutral, even-toned, and accepting.
4) Be appreciative of your interviewees. Remember they are your customers. Thank them for their time and give each participant a token of appreciation. This could be cash or a sampling of your product.
An indirect approach to external brand audit utilises projective techniques to uncover deep-rooted thoughts that may not surface as a result of direct questioning.
It allows you to understand your customers’ true feelings about your brand by tapping on their underlying thought processes that may not be immediately available or obvious even to themselves
Other Methods
Other Methods
Other Possible Association Methods
User Association
Profiling
Ask personal information (age, gender, income, education etc.)
Ask their lifestyle
Usage Association
Reasoning
Ask about the occasion when your brand was chosen
Ask about the mood associated with the usage
Personality Association
Discovering
Ask if your brand was a person, what would its personality be like?
Case Studies
Case Studies
Perceptual Maps
Analysing perceptual maps allows you to see what you need to do to strengthen or reposition your brand.
Competitors’ brands placed near your brand are perceived by your customers to have similar attributes with your brand. They are your immediate competition, targeting the same group of customers for their dollar.
An example of a perceptual map on soap is shown below. A consumer who wants to buy a deodorant soap with low moisturising qualities will consider Palmolive Gold, Imperial Leather, Cashmere Bouquet and even Lux. Sunlight on the other hand will not be considered due to its perceived non-deodorant quality.
Source: Quester, P., Neal, C., Pettigrew, S., Grimmer, M., Davis, T. & Hawkins, D. (2007). Consumer behaviour: Implications for marketing strategy
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