The Brand Audit

Brand Audit measures brand strength

The Stealing Share Brand Audit

As part of our standard rebranding process, Stealing Share conducts a comprehensive brand audit. It is an analysis that examines where your brand stands now. And what it does going forward.

We also conduct brand audits for companies as a standalone exercise to keep the brand relevant, checking for brand drift (the over-complication of marketing influences on a brand message).

The brand audit looks at 9 distinct characteristics

The Brand Audit is a critical view of the current state of your brand

Many companies experience brand drift. The most important message, along with the singularities of tone and look, can be lost among the increasing flow of less meaningful messages. Brand drift most often happens when product benefits or table stakes of the category overtake the brand message.

Companies can backslide, and that is dangerous to a 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, 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). We measure for the nine characteristics that have been identified as important to a brand’s health and persuasive ability.

The Brand Audit characteristics

  1. Meaning & Direction

    (How the brand is defined in the mindset of the customer)

  2. Positioning

    (The space a brand owns in a prospective patient’s mind that sets it apart from competitors. And explains why and when it should be their preferred choice)

  3. Differentiation

    (The perception on the part of the target audience that a brands and its products and services are different from those of competitors)

  4. Relevance

    (How important a brand is to its target audience, based on the delivery of perceived functional and emotional benefits)

  5. Consistency

    (The uniformity of all the messages conveyed about a brand)

    This includes: attitude and tone, logo, themelines, taglines, signage, signature systems, press releases, advertising and marketing, social media and internal communications.

  6. Brand-Product Relationship

    (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.)

  7. Equity Markers

    (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.)

  8. Coherent Management

    (Brand management ensures all contact points, marketing, HR,  locations and external communications are adhering to brand standards charter)

  9. Brand Equity

    (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 that lift all those characteristics to a 5 rating. Allowing your brand to work harder for you and creating preference beyond the typical category benefits remains our goal.


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