Continuing in the pattern of marketing and travel metaphors, let’s look at the itinerary for your marketing efforts: your brand.
Is your brand getting you to where you want to go? If its not, maybe its time for a brand audit.
“Businesses don’t own their own brand, they are custodians of it.” – Small Business Marketing Expert Dee Blick.
A brand audit looks at:
- Current brand identity – This includes your logo, tagline, key messages, style guidebook, features/benefits, and color palette.
- Digital/social presence – Is your website easy to navigate? If your company has an ecommerce component, is it easy to purchase items from your site? Is your site optimized for SEO and is it mobile responsive?
- Electronic marketing – This includes your company blog, email marketing, and e-newsletters. (Email marketing gets a bad reputation these days but remains one of the most effective ways to reach your customer and increase your business.)
And the list goes on. Everything is a touchpoint: your collateral, your website, the way the receptionist answers the phone.
Ask yourself, “Does this resonate with our current customer? Does it resonate with new customers we want to pursue? Are these efforts in alignment with one another?”
A few years ago, Front Porch did a brand audit for The Remac Group, the parent company of four shoe and women’s apparel brands: J. Renee, Kay Unger, Phoebe and L’Amour Des Pieds. We looked at all four labels from top-to-bottom, looking for cohesion, consistency and alignment with business goals.
Want to know the results? Give us a call and we love to share more.
Even if you know you need to overhaul your brand, it would still benefit your company to conduct an audit. After all, if you don’t know where you’ve been, how do you know where you’re going?
