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The ABC of Your Personal Brand Audit
16 October 2015
As the year begins to come to a close perhaps now
is a good time to look back on the year’s activities and start to plan ahead.
Set some time before the holidays to analyise your year and set new goals for
the next. Do a quick audit to uncover where you currently stand with your
personal or business brand before you commence your communication strategy for
Getting feedback from others will help you identify
any issues and problems you may have and on the flip side open up potential solutions
A survey of your clients or customers will elicit
some great information. You can do this with an online system like Survey
Monkey via your website or sending an email. Pick up the telephone and talk to
customers find out what works, what doesn’t and what could be improved on. Question
them across various categories such as your product or service offering, your
website and communication collateral. Do the same with suppliers and staff if
you have them. Are there any other key people you could talk to? Perhaps
partners, your financial advisor, mentors or coaches. Journalists if you deal
with them regularly and even a few friends or members of the general public may
help you compile feedback.
Once you have this feedback information you may get
an insight into how your brand is being perceived. Is the perception of your
personal or business brand what you hope for or does it need work? Delve little
deeper with this analysis and do a SWOT audit.
Strengths – what is working well
Weaknesses –areas you need to improve on
Opportunities – where canyou seepotentialfor growth
Threats – what is not working and needs fixing
Your brand is also your packaging and visual
identity. What does the outside and inside of your physical place of business
look like. Do your customers see this or any other signage such as logos,
business cards? What about your desk – is that reflecting your brand qualities?Do
you have brand consistency across your website and other social media sites?
You also are a walking talking business card for your brand – what does your
dress or image say about you?
Take an inventory of all your various communication
pieces and PR materials. Look at brochures, proposals, newsletters, press
clippings, photographs, advertisements, anything at all that is either hard
copy or on your website or social media sites. What does that information
across the board reveal? Is there a consistent feel or philosophy of your brand
coming across? Do your key messages and
values consistently shine through?
Google yourself. Are you first on the page when
people search? What other websites do you appear on and do you want to be on
those? Have you checked images lately – are they looking good? With your
analytics what information can you extract that will aid the audit of your
business or personal brand. What blogs do people read? What links seem to get
the most attention? Scan your social media and again look at what gets likes
As mentioned in a previous blog It Is all
About the Base, you need to have a basic understanding of where your brand
is situated now before you can craft a strategic communications campaign to
take you to thatnext level of brand success.
In my free eBook The Power of Personal Public Relations. I
write more about uncovering your brand. Download your copy here
Currie is a personal branding specialist and director of Sue Currie
Communications an agency providing an integrated strategy of personal and
professional public relations solutions to help business owners boost their
image, renown, brand and business. Through speaking, corporate workshops, and
consulting, Sue helps businesses and individuals to stand out and shine.
1300 723 713