A brand audit involves a review of the whole, or segments of a company with respect to the public persona of the brand. Companies that believe in the relevance of a strong brand and the relative relationship to building a successful business will periodically do an audit as a evaluative exercise to make sure that everything relating to the brand is in-line with the corporate brand strategy – the goal is to ensure brand integrity (products, services, messaging, internal processes, identity and promotion…) and to deal with potential negative (alleviate) or positive (capitalize) issues that may be effecting the reputation the brand.
Archive for the ‘Branding’ Category
Brand audit & analysis — The basics
Tuesday, July 6th, 2010Brand assessment — Building and
maintaining brand strength
Wednesday, June 30th, 2010
Building strength in a brand over time is not an easy process. Continuously changing and evolving companies can often lose the brand personality. Regular checks and a corporate-backed brand strategy can help keep a brand on track.
Marketing — From a position of strength
Wednesday, April 7th, 2010To market your company, product, or service successfully, you need to identify, claim, and defend a unique competitive position in your target market. A position that is most attractive to your potential customers, and that is in alignment with the value you provide.
Brand development — What’s your brand?
Sunday, March 28th, 2010Technological superiority? People friendly? Best support? Highest quality? Most cost-effective solution? Or out of touch? Your brand is the sum total of how your audience experiences and perceives your company, products or services. These experiences (touch points) are molded by your brand identity, brand strategy, the implementation of your brand plan and the brand materials that deliver the message.
