The Stealing Share Brand Audit
As part of our standard rebranding process, Stealing Share conducts a comprehensive brand audit, an analysis that examines where your brand stands now and what it should be doing going forward. We also do brand audits for companies as a standalone exercise to keep the brand relevant and to check for brand drift (the over-complication of marketing influences on a brand message).
Many companies experience brand drift, in which the most important message, along with the singularities of tone and look, are lost among the increasing flow of less meaningful messages such as product benefits or table stakes of the category. Companies can backslide, and that is dangerous to your brand’s impact.
The Brand Audit examines every avenue of your brand communication, from printed materials to online messaging to advertising to public relations, and much more. The goal is to find where problems exist within your brand and then find ways to fix them.
We rate the performance of your brand on a scale of one to five (one being unsatisfactory and five being excellent) for the nine characteristics that have been identified as important to a brand’s health and persuasive ability. Remember: Stealing Share focuses all of its energy on finding the means for your brand to increase market share
The Brand Audit characteristics
Meaning & Direction
(How the brand is defined in the mindset of the customer)
(The space that a brand wants to own in a prospective patient’s mind that sets it apart from competitors and explains why and when it should be their preferred choice)
(The perception on the part of a patient that a care provider, its brands and its products and services are different from those of competitors)
(How meaningful a brand is to its target audience, based on the delivery of perceived functional and emotional benefits)
(The uniformity of all the messages conveyed that speak about a given brand. This includes: attitude and tone, logo, themelines, taglines, signage, signature systems, press releases, advertising and marketing, social media and internal communications)
(The tangible relationship between the brand and the product value represented by the brand. The product must be meaningful and make sense from the perspective of the brand)
(A brand’s vantage points and points of differentiation. A tangible element that represents the brand and when seen, heard, or experienced reflects back to the brand favorably)
(Brand management ensures all contact points, marketing, HR, locations and external communications are adhering to the Brand Standards and Charter)
(The practice of periodic market studies designed to measure brand meanings and associations to ensure continued market growth)
Because all of our work is actionable, we don’t leave you with just a list of problems. We give you the strategies and tactics to that will lift all those characteristics to a 5 rating, allowing your brand to work harder for you and create preference beyond the typical category benefits (table stakes) of price, convenience and good service.