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.