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

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.
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