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Brand identity audit = Competitive edge!
26 July 2012
How competitive is your brand identity? Don't know, unsure, never thought about it? If this sounds familiar then a brand identity audit is a winning strategy.
So what is a brand identity audit you ask?
A brand identity audit helps key management understand the condition of the brand identity and provides solutions to the gaps identified between the brand strategy and brand delivery. A brand identity audit also extends to a review of all brand communications, marketing materials, advertising, website and social media to see how consistent they are and how well they function to represent the desired brand image.
When should a brand identity audit take place?
A brand identity audit should take place annually and at the start of the new financial year to align the brand strategy and marketing plan. Over time your competitors, customer values, products and services can change. Customer perceptions also change. Is your brand identity relevant in today’s marketplace? Has it been reviewed since you started the company?
If I were to pick up your business card right now would it have the same look and feel as your brochure, website and signage? Are you using the colour palette and typefaces specifically developed for your brand? Managing your brand identity correctly will create consistency, value and increase its competitiveness.
The market is always changing and what was relevant five years ago may not be relevant today. It is important to take a step back and review the brand image you are sending out to your customers today.
The benefit to any company committing to a brand identity audit will protect your brand’s value, increase your brand’s competitive edge, deliver consistent messages across all communications and finally build brand equity.
So call us today on 08 8233 5998 to book your one-on-one brand audit workshop and get set to give your brand a competitive edge!
Carrie Buckle is managing director of We Create, an award-winning Adelaide-based brand design consultancy passionate about strategy – not just pretty pictures!