Brand audit – the pathway to well-being 

Are you in the madness of pandemic anxiety?

Have you found yourself constantly worrying about tomorrow and not even appreciating what is happening at the moment, in the “NOW”?

Well, this is the note from me to you… get the perspective and apart from looking after your own well-being, make sure your brand stays healthy |

 

To support the first part here is a little cheat sheet that will ensure you stay on the top of the health shelf

 

 

To support the health of your brand, especially in the challenging times when the tipping point is being reached – the moment when your observe that the level of resonating customers with your brand shifts towards a significant decrease and customers no longer see your brand as a go-to offer | 

 

The time has come to perform a brand health-check and look at the long-term goals for its health | 

This approach will ensure that even though there might have been an obstacle on the way to flourish, there is hope for growth but only if the MOT of brand’s wellbeing is well performed and brings some good results that can be taken forward to create further wealth | 

 

The value in monitoring the health of brands is significant – it is like monitoring the state of your mind, heart, and soul – to ensure that the natural life cycle occurs and gives beginning to epic moments. Oftentimes brand directors focus on managing day-to-day operations rarely assessing the long-term value which means that the actual moment of stepping back, re-evaluating and re-positioning is being missed out | 

Performing a brand health audit creates plentiful opportunities to refresh not only our perception of brands but looking at the brand from various perspectives – such as:

1 / external stakeholders + customers

Qs to be asked:

• What are the distribution channels for my brand offering?
• Are there any consultants that represent my brand – if so, how they communicate the preposition of my brand?
• Do I communicate properly via social media?
• Is there any consistency in the generated image?

2 / internal stakeholders

• Are there any people working with me?
• If so, do they truly understand the credo if the brand? {worth considering is asking the question on how people see the brand they work for – ask for 3 main associations they have with a brand and what would they change if they had the power to do so – do internal market research}

3/ competitors

• Are there any direct competitors of my brand on the market? How they communicate their value proposition to the market?
• Is my brand different from the existing ones on the market or similar?
• How can I stand out from the marketplace vacuum?

 

4/ positioning

• What does the name of my brand represent?
• Does the brand represent something important to customers?
• Does my brand represent high-value advantage that is automatically competitive?

 

5/ identity

• What does my brand stand for?
• What does it represent?

 

6 / communication = engagement

• What channels/ messages does my brand use for keeping the dialogue alive with internal and external stakeholders?
• Is there any strategy that would align communication messages with the brand essence that is embossed in its corporate spine?

 

7 / management

• Do I keep track of my brand’s communication efforts?
• Is there any budget allocated to my brand’s performance?
• How do the activities that aim to represent the brand in the marketplace represent the long-term organisational goals?
• Do I have enough skilful resources that are able to present consistent messaging that focuses on the brand’s objectives?

 

 

It is an absolute prerequisite to tick all the points of consistency, the precision of expression and perfection of representation in order to give a brand well-deserved health boost – the vitamin bomb for your brand! The key cornerstone is complex involving stepping back, reviewing, taking some time to think … the pathway to the brand’s illumination that shall result in new innovative ideas | 

 

Keep calm and the brand healthy!

 

*  Get in touch for a brand health MOT and get a full prescription list of vitamins and minerals { herehere }