Focus on your brand while you hunker down.

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?

Visual design 
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?

Social data 
Who are you engaging on social media sites and what is important to them? 

Marketing organization 
Do you have the right people in the right roles? 

Online reputation
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.

Laura Sheridan
Laura Sheridan, Founder & President of Viva La Brand has a proven track record of effective branding and advertising, spanning over twenty five years with some of the best in the business: Foote, Cone & Belding in Chicago; Hill, Holliday and Polaroid in Boston; and, Progressive Insurance and Viva La Brand in Cleveland. Laura founded Viva La Brand to offer large and small organizations alike strategic marketing expertise to catapult their visibility, growth and profitability. Viva La Brand develops effective brand strategies and conducts ad agency searches that successfully match clients with the optimal ad agency partners. Laura is proud to work with smart, innovative leader Brands in a wide range of industries from health care to manufacturing to technology and financial services. In addition to her work with clients, Laura is an author and speaker on all topics related to Brand.
More articles by: Laura Sheridan
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