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.
Personal brand audit from Brand Auditor: find out what your followers and viewers really think about you
I am very excited to introduce the latest addition to our growing range of audits: the personal brand audit. This audit option was inspired by a number of customers asking for it, so we created one. We believe that this is an excellent tool for people seeking public exposure or developing a high-profile professional image. Consultants, politicians, speakers and people in industries where a strong personal brand matters will find it very useful.
See more: personal brand audit
This audit offers a comprehensive analysis based on survey feedback, score ratings, quantitative feedback and external audit data from various data brokers. The report will give you specific insights on how to improve your personal brand image and content management practices.
This audit is suitable for:
The 7-page audit covers the following sections:
In each section, various items are analyzed. In total, your report will include the evaluation of 13 key points of your personal brand management.
Insights are based on first-hand data collected from targeted in-customers surveys, expert opinions and 3rd party data.
We made Brand Auditor commercially available in late November 2020, without expecting any sales in the first few months. Our first ad campaigns and partnership invitation emails to agencies got lukewarm results only, but for some reasons things started to picked up a week before Christmas.
People from various industries started to buy our audits. Fashion, hospitality, e-commerce, personal brands and more. We were very excited to deliver our first audits and my gosh, it was received very very well!
Google My Business reviews
These are our first reviews from Google My Business.
Looks like we really deliver the best brand audits at this price point.
We are happy that our brand audit solution was so well received, and will continue to keep improving our audits, reports as well as our analysis framework to get even more valuable insights for our clients.
Specialized fashion, travel and hospitality brand audits are in development - coming in late January 2021
As of now, we are working with a number of marketing agencies across the US and UK to develop specialized brand audits for their clients. Besides the currently available audits, we will publish further industry-specific audits for fashion, hospitality and travel first.
Lower-cost audits for personal brands, one-person businesses and professional service providers like accounting, lawyers and doctors are also in development stage. Some of our new audit types will be available from late January 2021.
Based on your order preferences, we will acquire large sets of raw market research data from our data brokers and partners - like Nielsen and Gartner. Hundreds of thousands of customer feedback records, expectation and preference insights, relevant to your line of business will be the basis of competitive benchmarking between your business and industry average performance.
While buying your data, a targeted survey campaign will be launched to your potential customers to collect a minimum of 1,000 answers specifically about your business. This takes approximately one week from placing your order. Surveying niche markets might take a few days longer.
Till the survey results arrive, 5 auditors will examine your branding and marketing communication to evaluate your implementation from an expert point of view. Their ratings and scores will be aggregated into your Auditors' score.
Once all the data becomes available, our system will work out your final scores and competitive benchmarking results. Data processing is done automatically without human intervention, following a strict framework that involves pattern recognition and advanced calculations.
The final results will be reviewed and verified by all five expert auditors before delivering the report.
This is how we provide reliable insights based on real-world customer feedback data, following an industry-standard framework. You can confidently build on our reports and take informed actions to improve your brand and marketing communications.
Entrepreneurial life is a journey of creation and optimization. What we create and how we optimize will determine our probability and level of success.
Having spent over 5 years in the startup world, I can confidently say that 90% of entrepreneurs who fail, they do fail because of committing very similar fundamental mistakes. The most common mistake is to keep polishing an idea that was never meant to work, because it did not fit reality.
Wishful thinking vs. reality
As Elon Musk said, wishful thinking is a human tendency. so it is a challenge for entrepreneurs to distinguish between following ideas and pursuing dreams where the probability of success is nearly zero.
You want to make reality on your side. If you refuse to listen to feedback and fail to realize the necessity of changes then reality will work against you - and you do not want that.
As an entrepreneur, you need to know what people think of your company, broken down to details.
If the answer is "no" to the above critical branding and marketing questions then you belong to the 90% of failure entrepreneurs who rely on their own judgements instead of optimizing their company to fit reality.
Do regular brand audits as reality checks - and to discover insights you did not know about
Mainstream marketing tools are pretty good in providing insights based on the easily available data, such as clicks, views, engagements and conversions.
Everyone with basic digital marketing knowledge can access and read their basic statistics and make conclusions so relying solely on these metrics will not help you to succeed. In order to get ahead of your competition, and beat nearly 90% of those who are destined to lose, is to know what they do not know.
Brand audit companies like Brand Auditor provide invaluable external audit insights based on diverse data acquired from various sources, including:
External brand audit reports answer mission critical questions such as:
Mini brand audit
Just because the market you want to enter is crowded with competitors doesn't mean you can't succeed. Use these tips to succeed in a saturated market.
Saturation means strong market with fierce competition, Seena Sharp, founder and managing director of Sharp Market Intelligence points out that a saturated industry is a sign that there’s a lot of opportunity in the market. If entrepreneurs avoided entering markets that are already served by other businesses, consumers would have far less options.
Before entering a saturated market, one most evaluate the realistic profit and revenue opportunities, taking shrinking profit margins, fast-paced innovation and flow of information which might limit business potential in the short and mid-term future.
New players on a saturated market should only enter with significant on-stage and backstage advantages - being more cost effective in both production, distribution and marketing aspects compared to the existing competitive set.
Serving a specific subset of the target audience
Consumers today choose from more than 600 vehicle models—but in the 1950s, there were only about 65. Likewise, there’s not an overwhelming need for more restaurants, yet new dining venues are emerging every day, Sharp notes. It’s possible for any company to succeed in even the most competitive industries by creating a product or delivering a service that’s distinctly different or better than what’s available—or by catering to a specific subset of the target audience.
Start with change and innovation
The key to success in a saturated market, according to is change. “Change is a synonym for opportunity. If you don't know what's changing—with your customers, competitors, distribution channels, alternative uses, features and more, your customers will buy from those who do,” she says. And that’s precisely where new businesses have an edge.
Established companies are typically over-invested in their current procedures, technology and business model and will find it difficult to change. New companies have a significant advantage here - being able to design their business processes and business model for the future.
New companies also have the advantage to create their brand and marketing communication recklessly in line with their target audience. Established companies, again, will find it more difficult to adjust their branding or to rebrand entirely - as they have a lot to lose.
“New companies often recognize the gaps that established businesses don't. If they're correct, they gain customers and grow,” Sharp says. “The challenge is not to become like the established businesses who think they know better than the customer. This applies to B2C, B2B and nonprofits.” Larger companies that have been in business for decades are sometimes set in their standards, and it’s more complicated to modify long-standing practices. Small businesses with less rigidity and a smaller organizational hierarchy can often make quick decisions and turn on a dime.
Focus on value added services
In any entrepreneurship course, you’ll be advised to choose a business model and figure out how to do it differently or better than existing companies. In some cases, though, you might already be in business and experience a sudden boom in competition.
That was the case for Kyle Willis, CEO of No to the Quo.
“I started my social media consulting company three years ago when Facebook advertising was just kicking off and businesses were finally utilizing social media as a viable marketing channel,” Willis says. “Social media managers came out of the woodwork and everyone called himself a social media expert.”
Even though he had previously served as a national account manager for a social network, Willis needed a competitive advantage. So he offered low-entry, no-commitment contracts to clients who wanted to see if social media was a viable marketing tactic for their companies. “If clients weren't happy with my work or they didn't receive what they expected, then they weren't locked into any long-term contract and could cancel immediately.”
It was an incentive for clients to try No to the Quo over other social media consulting agencies that required long-term commitments. “This required me to constantly be delivering great results and make sure that I exceeded their expectations,” Willis says. Once clients experienced success with No to the Quo, Willis earned their business over his competitors.
Embrace differentiation in branding
If you’re really good at keeping your finger on the pulse of the industry and the waves of change, that often sets you apart from the competition. Small businesses that differentiate themselves are able to thrive in the most competitive environments.
“My advice is to do your homework, define what makes you different and embrace that difference wholeheartedly,” says Bob Myhal, CEO of NextHire. “My company, NextHire, is part of the competitive outsourced recruiting niche, yet we've been able to gain a lot of attention and traction by reinventing recruiting for the digital age and offering a disruptive flat-fee model.” NextHire allows busy executives to hand off the hassles of hiring for a flat fee, saving them both time and money in the long run while allowing them to find better talent.
No matter how crowded your industry, even if it's full of major brands, you can achieve success by setting yourself apart. Whether that means reinventing industry standards, taking a new approach to the business model or offering something customers can’t refuse, carving a niche in the most saturated market is possible with commitment and creativity.
Brand Auditor: data collection, processing and expert auditing behind our industry-standard brand audits
Possibly the most accurate way to find out how your customers see your company
We do professional external brand audits for startups, SME and fast-growing companies - delivering data-rich, reliable insights and competitive benchmarks based on diverse data sources. Based on diverse data and information, our reports are built to deliver reliable, unopinionated insights.
In this article we will summarize how we do our audits, so you can get familiar with our procedures behind the scenes.
Our data collection, surveying and analysis procedures are regulated by the same industry-standard systems and guidelines used by global companies.
Diverse proprietary data
Our analytical reports include diverse proprietary data and information acquired from various market research, customer surveying and auditing companies.
Each audit is conducted, reviewed and verified by five independent auditors to eliminate the chance of biased opinions or inaccurate information.
Where do we get our data from?
To ensure we deliver objective, data-based brand audits, we follow strict, industry-standard procedures when acquiring and collecting data from various sources.
Data collection and acquisition
The two ways through which data is collected include primary data and secondary data.
Primary data is the original data that is collected first hand by us. The most common primary research tools are surveys, focus groups, in-depth interviews, and observation.
Secondary data is the data that has already been collected and is readily available. This data is pre-existing public information, for instance, government statistics; commercial sources like paid industry reports; and internal sources i.e. the market data that the organization already has in-house.
We acquire data from various sources, including data brokers and global market research companies:
We use Google Cloud Platform to make our data work. Diverse data types from various sources is automatically aggregated and converted to industry-standard formats that are compatible with the formulas used in our final reports.
All scores, numbers, graphs and charts in the final brand audit reports are generated by formulas - without any human manipulation that might alter the final results.
Check our our audits: