Brand Audit: How to Help Win Over 91% of Your Target Audience

7 julio, 2018 0 Por Davide Menini

Branding is a fickle thing.

Even the most consistent brand images can be shaken by a few high profile missteps, but when used correctly it can be a powerful tool for making your product or services instantly recognizable and attractive to your target audience.

To do this, you need to have a regular process for a performing a brand audit.

This will let you build a specific perception of your brand, such as one of an authentic, reliable company. This can have massive benefits too; the Authentic Brands study of 2014 by Cohn and Wolfe surveyed opinions of 12,000 people over 12 markets. They found that brand honesty (along with not letting customers down) was most highly valued with 91% saying it was important in their view of brands.

That’s why this post will take you through what a brand audit is, the elements of audience brand perception, how to measure what they think of you, and how to help shape the brand image that you want to give.

Let’s get started!

What is a brand audit?

Brand audits are a method of finding out how your brand is perceived and how that compares to the competition. This information then allows a plan to be formed for how to influence that public perception, making your brand more memorable and attractive compared to other offers.

Doing this lets you tackle negative opinions surrounding your brand, target your audience more effectively, gain more referrals, and limit the damage of any negative press. If you perform a brand audit and don’t like what you see, you can take steps to make sure public opinion changes.

The way your brand is viewed is also often a key factor in setting you apart from your competition. Unless you’re a market leader you’ll have dozens of highly similar competitors in terms of what you’re offering, meaning the way to be memorable is with your brand.

This view of a brand isn’t always tied to products or the direct benefit to the customer either; sometimes the knowledge of certain business practices makes the brand seem more trustworthy and moral, and therefore worth a purchase over others.
— Leer en www.business2community.com/branding/brand-audit-how-to-help-win-over-91-of-your-target-audience-02054387

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Interim Manage con más de venticinco años de experiencia en el sector del desarrollo de estratégias de Ventas, Marketing y Desarrollo de equipos Comerciales. Des hace 5 años trabajo el mundo del social selling y del marketing de influencers. Me muevo en muchos sectores, desde el Diy a la moda, pasadno por el turismo y las empresas de servicio. En los poryecto asumo responsabilidades como Director del Departamento Comercial o Marketing y asumiendo tareas de Marketing y Comunicación, desarrollando y ejecutando planes estratégicos de apertura de nueva cartera de clientes y desarrollando la estrategia de fidelización clientes (CRM). Con gran capacidad comunicativa, aptitud pedagógica, resolutivo y cooperativo (trabajo en equipo). MAs de 20 años de experiencia en formación en ventas y marketing. Además he trabajado Consultor Senior en instituciones públicas tales como la Universidad Autónoma de Barcelona, IQS, EUNCET, UB, Cámara de Comercio de Sabadell, Terrassa y Manresa y empresas del sector privado. He tenido el honor de ser profesor de marketing relacional en La Salle, en la Universidad Autónoma de Barcelona, y de investigación de mercados en la EUNCET y FundemiIQS. Colaboro habitualmente con el Colegio Oficial de Agentes Comerciales de Barcelona y de Barcelona Activa. Además he sido Consultor Senior de desarrollo comercial estrategico en proyectos MEDA UE (Damasco, Aleppo, Cairo) y en consorcios europeo Expero2EU y Trainet. He tenido el placer de sermiembro del equipo que ha desarrollado el sello de calidad comercial con SGS y COACB