Given the state of the world, now’s not the time to double down on a new digital campaign. It’s not the time to try to convince people to try a new product or to “like” you on Facebook. Use this time to be introspective. Conduct a brand audit.
What is a brand audit?
It’s an evaluation of how your brand is performing compared to your goals and uncovers how your brand is positioned in the market. It allows you to take a step back and look at the overall picture, which can inform longer term strategy.
A brand audit may include these analyses:
Are your messages effectively communicating your value proposition? Are they helping connect you with your target audience? Are you using your brand language consistently across materials and media types?
Is the look and feel of your materials aesthetically pleasing, on brand and differentiating?
81% of consumers conduct online research before making a purchase (94% in B2B cases). The traffic to your website is important. Have you reviewed your web analytics to understand how your website is performing?
Who are you engaging on social media sites and what is important to them?
Do you have the right people in the right roles?
How do people perceive your brand? What words and tone do they use when they talk about you?
Why conduct a brand audit?
Strong brands help drive sales, instill customer loyalty, and attract top associates. Even strong brands need a health check to stay on track.
As you hunker down, use the time to conduct a brand audit.