Your brand is alive! It has a personality all its own, with elements beyond your control. Over time, you may discover that your identity has diverged from your original vision. Since brands tend to lose relevance slowly, it’s difficult to determine the precise moment that you should change – but a brand audit can help you decide if it’s time for a refresh.
Here are three steps to a successful brand audit:
Evaluate Your Identity.
Surveys provide an informative overview of customer perceptions. For the best results, ask open-ended questions, like:
How was your experience with our website?
Is our written material appealing? What do you like about it? What do you dislike about it?
How does our logo make you feel? What are your initial thoughts when seeing it?
What – if anything – would improve your opinion of this brand?
This article provides some useful tips for creating effective surveys.