Brand Audit
Welcome to your brand audit! This is heavy stuff, but don’t worry; you don’t need to complete it all in one sitting. This worksheet will walk you through everything that belongs in your brand. There will be some tough decision-making ahead, but once you’re done, you will have a complete roadmap for your brand. Sounds
great, right?! Keep in mind that just like you, your brand is a moving, changing entity. It’s a good idea to audit your brand any time there is a big change (such as changing locations or adding a new product or service) or after it has been a while (once every three years or so). There may be times nothing significant has changed, but it’s always better to be aware than to outgrow your brand.
Instructions
We like to divide the branding pieces up into four sections:
It’s Perfect!
The item is perfect! I have all the files, it looks great and fits in with our bigger brand vision.
Needs Work
We have it, or parts of it, but it needs some work.
To Do List
We don’t have this yet, and we need it to better serve our customers.
Don’t Need
Not every brand needs everything in the following lists. Our
business doesn’t need this piece of branding at this time.
FOR EXAMPLE:
– Business Card
– Billboard
– Consultation Forms
– Web Content
– SEO
Foundational Branding
Like all well-built structures, a brand needs a solid foundation. The core pieces listed below form the foundation of your brand. When these are in place and crystal clear, every other piece that follows will come more naturally. You can use these components as a lens that determines what is “on-brand” or not. Plus, you can pass these items on to any vendors, including web designers, promotional product companies, and sponsorship partners.
Ideal Customer
• Did you skip that part? If you did, go back now!
Logo
• Do you have all file formats? (.eps, .pdf, .jpg, .png)
• Do you have all colour spaces? (CMYK, RGB, Pantone)
• Do you have an all black logo and an all white logo?
Brand Voice Guide
• Do you have your brand characteristics written down?
• Do you have on-brand examples of writing in your brand book?
Brand Story
• Do you have a cohesive brand story that helps customers
understand how you solve their physical, emotional, and
philosophical problems?
Taglines
• Do you have a few catchy taglines that serve as memory cues
for your customers and audience?
Print & Stationery
Even with the world rocketing toward digital media, most businesses will need physical print media in one form or another. For retailers or producers, this could include packaging. For a restaurant, it could be a menu. For professional services, it might include brochures, business cards, or information packages. For each type of physical print media you need, be sure you have print-ready files (not just physical copies!)
Business card
Letterhead
Envelopes
Presentation folders
Holiday cards
Thank you cards
Work order forms
Consultation book/on-boarding forms
Invoice templates
Labels
Trifold brochure
Sell sheets/one-pager
Postcards
Posters
Booklets
Storefront signage
Lawn signs
Billboards
Banners (roll-up or canvas)
Vehicle wrap/decals
Window vinyl
Photos & Videos
We are surrounded by so much visual noise that it’s becoming imperative to get your message across quickly and easily. A single photograph can set the mood, sell a product, or showcase your team. A video can hold someone’s attention for enough time to make your brand memorable, whether it’s on social media, YouTube, your website, or television.
Headshot
Branding photography
• In addition to headshots it’s important to have photos of you
and your staff that show personality, give context and sell the
lifestyle.
Product photography
Flat-lay photos
• These are shot from above with props around the edges so you
can effectively use text while staying on brand and avoiding
stock photos.
Promotional video
• A 2-3 minute video that showcases your company & tells your
story
Testimonials
• Short stories from customers that highlight their awesome
experiences!
Product/service offerings
• These videos hone in on one specific offering and are great for
social media.
Social Media
Social media is the most accessible marketing tool for business owners and consumers alike. It’s important that your social media tells a cohesive story and leads seamlessly into your other marketing materials.
Are you using the right channels to reach your ideal customer? Start by researching where that person is on social media and spend your time in the same places.
How often should you post? It’s undoubtedly important to keep people engaged on social media by posting regularly. Exactly what “regular” means depends on your audience, business, and platform.
Platform selection
Profile picture
Cover photo/banner image
Short bio or business description
Hashtags
Posting strategy
Website
Your website is where all of your branding, marketing, and public relations come together for a full effect. It’s a limitless portal for potential clients to access your business from anywhere in the world at any time of day.
Here are some website components that every business needs to think about:
Landing page
Call to action
• Is it immediately clear what action you would like your customers to take?
Contact
• Is your contact information easy to find?
• Do you have a contact form? Phone and email are great, but contact forms don’t require any extra steps.
SEO optimized
• What are your industry-specific keywords?
• Are they used throughout your website to help you rank higher in Google search results?
Content writing
• Is your content concise, does it speak to your ideal customer?
Load speed
• If the wait is too long for your website, visitors won’t stay.
SSL certification
• Is there a little lock by your URL? If not, your website isn’t secure!
Privacy Policy
• Google is actively looking for a privacy policy on your site. They want to know what you do with customer information.
Blog, resources
• Blogs show your customers that you’re actively updating your site & that you’re an expert. They’re also great for SEO.
Next Steps
You did it! You made it through the brand audit! Brands are living entities that are always updating and changing as your business grows. It’s important to take those items from the Needs Work and To Do List and prioritize them to get the best value for your dollar.
Some things to think about when deciding the order of priority:
1. Is there a piece of branding that is holding up multiple others?
ex. You haven’t finished your website because you haven’t written the content yet. You need branding photos taken to finish your print materials.
2. What are your clients asking for that they aren’t receiving?
ex. You’ve been asked for a leave-behind and don’t have one. Your customers are looking for your nonexistent social media page.
3. What can you do yourself? What do you need to delegate? Do you need to hire a professional?
ex. You need to update your Facebook page, which is something you’re comfortable with. You don’t have time to send out holiday cards, but your VA is happy to do that for you. You’ve sat on your web content for 6 months… time to hire a copywriter!