A tool during business shifts and pivots.
Like many of our clients, we’re aware of a variety of shifts happening to our business right now. Our secondary services are becoming our most popular services, our community is resonating with certain content over others, and we’re exploring creative partnership opportunities.
As we pivot our offerings, expand our target audience, and adapt to a changing industry and environment, we’re reminded of one of our most useful tools: a yearly Brand Audit. We’re here to share it with you.
Conducting a Brand Audit means taking a step back and evaluating all facets of your brand: website, social media, packaging, marketing materials, messaging etc. When everything you do, create, or put out in the world is in line with your core purpose and the current landscape, you have a strategic and purposeful brand.
Here are a few overarching categories to consider when giving yourself a Brand Audit:
Website Structure:
At its very core, does the structure of your website convey who you are, what you do, and have clear calls to action?
Can your most tech-savvy friend navigate it as well as your least?
Messaging
(across all platforms, products, marketing materials etc.):
Can the reader clearly understand who you are and what you do?
Is your core purpose clearly stated?
Is your writing concise and deliberate?
Are the most important words and messages apparent
Tone:
Is there a consistent brand tone used?
Based on the tone, can the reader make claims about your brand’s personality?
Does your tone make readers feel a certain way?
Imagery:
Are your visuals helpful or distracting?
Does each visual you put out speak to the essence of your brand?
Are the colors in your visuals consistent with your brand colors?
Are your images captivating or are they pixelated, blurry, or outdated?
Go through each facet of your brand and give yourself a breakdown of where you see areas for brand growth, evolution, or cohesion across all brand and marketing platforms.