Part Two – The Brand Audit Process
In part one, Refined Branding introduced the concept and importance of having your brand audited. Now we would like to share the actual process that’s involved when undertaking a brand audit.
Whether you’re painting a picture, finishing a basement or getting ready to go fishing, almost everything you do requires a process – and conducting a brand audit isn’t any different.
We start by asking you to complete a brief brand assessment. It’s an easy online tool that gives the interviewer a better understanding of your audit intentions. Basically, it asks, “Why are you taking the time to have your brand audited?”
We meet with you and your management team to conduct an interactive interview session. Together we’ll work through a series of questions, which cover a wide variety of subjects and ideas.
The goal is to ask enough pertinent questions so the essence of your brand is uncovered. Getting into that mindset takes time, but as the process continues, and more information and details are uncovered, your brand picture becomes crystal clear.
Once we have finished the interview process, Refined Branding creates a master document that’s incredibly detailed – and easy to understand. The information is organized in a logical, concise manner so anyone could read it and instantly know everything about your brand.
The document can be given to graphic designers who are working on your logo, web designers who are creating your website, business consultants who are working on your company’s strategic direction – even copywriters who are writing a marketing piece or developing sales collateral!
Another excellent result of the process is having your message defined and documented so that it can be disseminated throughout your company.
By having one core message that can be distributed through every possible communications and marketing channel, you deliver the consistency and brand equity that builds consumer recognition and SALES!
What type of business can benefit from a brand audit?
Refined Branding’s brand audit works for businesses that fall into the 100 employees or less category.
We help companies that are starting a business, launching a product, combining two brands into one, creating a sub-brand, defining a new strategic direction or just trying to “get their head around” who they are. We give the micro and small business owner the tools that a larger company may have paid thousands of dollars to define.
It doesn’t matter if you’re in the information technology field, a manufacturer, or owner of a title company; Refined Branding has worked with these types of businesses and others to successfully develop their brand identity and story.
The Call
Are you ready to discover the essence of your brand, and how to best market and sell it to your target audience?
Contact Refined Branding today to clarify your brand and turn it into a marketable story!
Adam Edelman is the President and CEO of Refined Branding. He helps businesses refine and manage their brand by conducting detailed, interactive brand audit sessions. Contact Adam at adam@refinedbranding.com or visit www.refinedbranding.com.