Through what we call a brand audit, Pearl Marketing has helped many businesses in different stages of business growth. Perhaps you’ve heard of the effectiveness of brand audits, but haven’t taken the time to embrace one, or perhaps there’s still some mystery to it all. Whether you’re a leader of a big company making changes, or a small business owner getting your business off the ground, running a brand audit is of significant importance because it assists one in understanding the current or future status of one’s brand internally (to employees and staff) and externally (to consumers and the public). A brand audit can give you pertinent information that helps in making pivotal brand decisions that affect the success of your business. Read on to better understand when to run a brand audit and why you should run one.
When… launching a business.
Make sure your brand identity is clear! A brand serves as the heart of a businesses and sends a message to the outside world. If a business doesn’t have a solid and defined brand, you won’t have a solid and defined business. Your employees (and maybe even YOU as the business owner!) won’t know what they’re working for and helping to build, and consumers won’t know what the business is about. A brand audit allows you to find clarity in defining your brand both internally, for employee and staff morale, and externally, for consumer recognition and effective marketing. You might hear that a brand audit only serves for those businesses that have a brand currently, but we advocate for the perspective that running a brand audit before officially launching your business gives you a strong foundation to build your business off of. You can better understand the strengths, weaknesses, opportunities, and threats your business plan has and better prepare for the competition at play in your industry.
When… taking advantage of rebranding efforts.
You’re ready to start the efforts to rebrand your company. This is the perfect time to run a brand audit so you can understand the current state of your brand – what’s working, what’s not working, how your current brand is translating to your target audience, how you’ve been doing in comparison to your competition, what needs to change to improve your brand, what could stay the same. Your current brand needs a current analysis and then a fresh perspective in order to make informed rebranding decisions to carry out an effective transition. The current analysis allows you to cultivate the fresh perspective and make the best decisions for a successful rebrand. In conclusion, the brand audit should be the first step taken in your rebranding efforts.
When… your business is facing challenges.
Something is not working. You see a substantial problem within your business or company, or maybe even multiple problems. Perhaps it’s a decrease in sales or leads, or maybe a lack in employee productivity or an increase in the turnover rate. Assess your brand to find effective solutions! Often times these problems can be better understood and fixed through the process of a brand audit. Brand audits focus just as much on a business’s internal goals and values as the external because both are important and both work in tandem to get the job done and ultimately bring in revenue. Remember, your brand is the foundation and the heart of your business, and many of your challenges can lead back to that. If there’s a crack in the foundation, or a misunderstanding of the heart, a whole assortment of problems can result. Brand audits can help you find the gaps within your brand and allow you to fix them more efficiently so the internal and external goals of your brand can be met once again.
What does a brand audit through Pearl Marketing look like?
At Pearl Marketing, we run extensive brand audits that include a SWOT Analysis of your company to understand the strengths, weaknesses, opportunities, and threats of your business. They include analyzing the internal end external goals, attributes, and values of your business that cultivate a healthy and defined brand. They also include the assessment of a brand statement and elevator pitches to ensure clear brand communication among employees and the outside world. Through market research, an analysis of relevant competitors help your business get ahead of the competition. Lastly, recommendations on how to proceed are given to either build a strong brand foundation, fill in gaps and holes, or assist in making necessary changes that will benefit the business’s current brand and future growth.
Partner with us….
To have Pearl Marketing run a brand audit for your business, contact 603-732-9070, or email [email protected]. Visit our website at www.pearlmarketing.com. Be sure to follow us on Facebook, Instagram, LinkedIn, Twitter, and Youtube!