Are you planning to do a brand audit? Here is how to choose the right solution and auditing partner.
Doing regular brand and marketing communication audit is a common practice among companies that maintain a successful brand presence. Being aware of opinion and expectation trends is necessary to create and sustain meaningful relationships with their target audiences.
Do not do your In-house brand audit. Choose an external auditing partner.
There is one significant difference between how successful and mediocre brands do their brand audits. Popular international brands and even small businesses who nail their marketing communications base their research and analysis on external data. This is to ensure that the strategic directions they choose to tailor, convey and deliver their marketing will resonate with the expectations of target customers.
To save money, most startups and small businesses like to do their brand audits in-house. But this has a cost that by our outweighs their saving. People auditing their results and commenting on their very own work is fundamentally wrong and holds the risk of biases. Important branding and marketing communication opportunities can be missed, and ongoing issues are usually justified. For anyone planning to do a brand audit, self-assessment should not be an option.
How should you choose a brand audit partner?
Get familiar with the auditing framework
There are many approaches to conduct a brand audit. Some of these approaches base on subjective opinions, competitive comparisons, and similar stuff commonly categorized as "expert opinion". It does not matter how insightful or detail-rich is an "expert opinion" report, as it will remain the elaborated view of one individual. We do not suggest choosing such audits at all.
Valuable brand audit reports are based on summarizing thousands of actual responses from target customers. There are many frameworks in this category. Some audit frameworks rely on surveying, while others rely on focus groups, others will rely on social listening.
Learn where data is coming from
Not all responses are equal. Before investing in a brand audit, it is in your best interest to know where your data originates from. Different groups of people will give varying answers. To guarantee that your data is representative and accurate, you want to make sure that your feedback and responses come from your target audiences.
With Brand Auditor, you are in control to configure the target audiences of your market research. Not only you can select the number of responses ranging from 1,000 to 100,00 - but you can also choose genders, interests, geographical locations and various demographics like income level.
Understand how much you pay for insights
The most important aspect you want to evaluate when choosing a brand audit solution is your price per insight ratio. What questions would you like to answer? How many questions do you have?
Before committing to any solution, it is best to check how much you will pay for each answer you seek to answer. Do not get fooled with the additional consultant blah-blah, and do not pay the "expert premium".
All you want to see is how much it will cost to get the most accurate and representative answers for the questions you seek to answer.
Configure your audit and market research with Brand Auditor
Besides the dozens of specialized audit templates, you can also configure your very own brand audit with us. Based on your selections and market research size, the cost of the brand audit is indicated within the configuration tool - so you can decide if you would like to request a quote.
BRand Auditor pricing
Brand audit costs depend on several variables, typically on the scope of the audit, level of details, and amount of data required to conduct the research. Popular marketing agencies, sought-after consultants, and branding experts might also charge a hefty premium.
Our pricing is purely dependent on the market research size, data acquisition costs, and the number of aspects a client would like to analyze.
A typical brand audit by Brand Auditor costs somewhere between $1000 to $1500. This includes over 10,000 feedback records from 2,000+ survey responses - from your target audiences. Our audits are based on market research and targeted feedback collection, following a framework applied by some of the largest global brands.
We have a brand audit cost calculator that will provide a very accurate estimation regarding how much an audit will cost. The calculation is based on your industry, the number of aspects you would like to get feedback for, and the number of respondents you would like to get feedback from.
Specialized audits are also available for focused analysis of social media, website user experience, personal brands, and many more. These audits are starting from $350, based on the feedback of 2,000 targeted respondents.
It is important to highlight that reports from Brand Auditor are based on quantitative and data-based insights, not including suggestions or recommendations. Consulting sessions can be booked for $150 to discuss your audit results and possible ways of improvement. This is optional but recommended. You may ask for a promo code or discount code that includes free consultation.
Brand audits from marketing agencies and consultants
Marketing agencies and brand consultants also offer brand audits, but those are typically not based on market research data. These audits reflect the views and opinions of the auditors, based on insights collected from various sources available on the internet. Such audits cost between $4000 and $6000 on average. The audit price will depend on the time the auditing procedure will require, and will include a premium based on the professional level of the auditor.
Brand audits from freelancer marketplaces
Freelancers also offer brand audits on various marketplaces like Fiverr, Upwork, or PeoplePerHour. Audits on these online marketplaces range from $50 to $500, essentially offering a simplified and less reliable opinion-based report that professional brand consultants can provide.
In order to keep prices competitive, such budget brand audits are typically based on surface-level observations, lacking the attention and dedication offered by professional brand auditors.
Brand auditing is a critical part of a healthy business and marketing strategy. Companies that regularly audit their brand based on customer feedback and opinion measurements are the ones that can maintain meaningful relationships with their customers.
If you are looking for brand audit templates, then you came to the right place. We are the absolute market leaders in brand auditing, and we will not hesitate to share samples of our work.
Core brand audit
See the template here: https://www.brandauditor.me/core-brand-audit.html
A comprehensive, 30-page audit to identify the strengths and weaknesses of your brand and marketing communications, benchmarking your performance with the industry average. This report template covers corporate identity, brand and product benefits, marketing communications, brand website experience, core brand associations, endorsements, and customer perceptions.
The 30 page audit covers the following sections:
In each section, 5 items are analyzed. In total, your report will include the evaluation of 35 key points of your brand and marketing communications.
Social media audit
See the report template here: https://www.brandauditor.me/store/p7/Social_media_audit.html#/
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback, and 3rd party data. The report will give you specific insights how to improve your social media content, engagement, and social community management practices.
The 9 page audit covers the following sections:
In each section, 5 items are analyzed. In total, your report will include the evaluation of 15 key points of your social media management.
Website user experience audit
See the report template here: https://www.brandauditor.me/store/p8/Brand_website_experience.html#/
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback and 3rd party data. The report will give you specific insights how to improve your on-site first impression experience, brand experience, shopping experience as well as your design and UX.
The 15 page audit covers the following sections:
In each section, 5 items are analyzed. In total, your report will include the evaluation of 15 key points of your brand website experience.
E-commerce store audit
See the audit template here: https://www.brandauditor.me/store/p20/E-commerce_Store_Audit.html#/
This e-commerce store audit report is based on the feedback of over 2,000 respondents from your target audience, summarizing their score ratings and comments regarding your products, perceived credibility, brand experience, and shopping experience.
The 4-section audit covers the following sections:
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your e-commerce business concept.
Market demand analysis
See the report template here: https://www.brandauditor.me/store/p18/Market_demand_analysis.html#/
This market demand analysis report is based on the feedback of over 2,000 respondents from your target audience, summarizing their score ratings and comments regarding your product, company, brand experience, and pricing.
The 4-section audit covers the following sections:
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your business concept.
Marketing communications audit
See report template here: https://www.brandauditor.me/store/p10/Marketing_communications_audit.html#/
This audit offers a comprehensive analysis based on expert ratings, in-market customer survey feedback and 3rd party data. The report will give you specific insights how to improve the execution of your brand marketing communications, become more relevant for your audience and improve your marketing effectiveness overall.
The 19 page audit covers the following sections:
In each section, 5 items are analyzed. In total, your report will include the evaluation of 20 key points of your marketing communications management.
A brand audit is a systematic analysis of the strength and weaknesses of a brand. Traditionally, brand audits are done on a self-assessment basis, which involves a high risk of biased output.
In a nutshell, a successful brand audit will provide insights about
Auditing a brand alone is not recommended, as the audit results will reflect personal views and opinions.
Global companies do brand audits based on extensive market research and customer feedback data. This approach is considerably more expensive than self-assessment, however results represent the opinion of a large group of people in the target audience, which is far more valuable compared to one person's opinion.
Identifying key questions of the audit
When preparing a brand audit, one must identify the questions the company needs to seek answers for. In general, these questions are the following:
These are the most common questions companies seek answers for when doing a brand audit. As each business has slightly different problems, it is important to identify what questions the audit results should answer.
Brand audit framework and procedure
Market research based brand audits rely on quantitative and qualitative data. Quantitative data can be score ratings, votes, or any numerical feedback. Qualitative data consists of short answers, comments, opinions, and other feedback.
The basic framework of an industry-standard brand audit consists of collecting a sufficient amount of feedback, then comparing the result with the summarized results of competing brands. This approach requires feedback not only about the audited brand, but also for all competitors.
Survey feedback is a key element of market research, as well as brand auditing. In order to get useful responses, it is important to ask well-defined questions that respondents can quickly understand and answer.
Ideally, a customer feedback survey should not take more than 30-40 seconds of the time of a respondent, as above the quality and accuracy of the responses will decrease exponentially beyond that time. This is why a clear and systematic survey design is key to get accurate results.
Survey design is an essential part of a brand audit, one must try to define questions and configure feedback options that enable getting valuable information with the least possible interaction from the respondent.
Collecting 1,000 survey feedbacks is a minimum for reliable insights. At Brand Auditor we offer audits with 2,000+ responses, 5,000+ in some cases.
Summarizing data into clear insights is the final step of the auditing procedure. Our systems are designed to do 90% of the feedback collection and data processing automatically, so human error is almost entirely eliminated from the audits. Because of our data-driven procedures, our brand audits purely reflect the opinion of the targeted respondents.