Branding is a fickle thing.
Even the most consistent brand images can be shaken by a few high profile missteps, but when used correctly it can be a powerful tool for making your product or services instantly recognizable and attractive to your target audience.
To do this, you need to have a regular process for a performing a brand audit.
This will let you build a specific perception of your brand, such as one of an authentic, reliable company. This can have massive benefits too; the Authentic Brands study of 2014 by Cohn and Wolfe surveyed opinions of 12,000 people over 12 markets. They found that brand honesty (along with not letting customers down) was most highly valued with 91% saying it was important in their view of brands.
That’s why this post will take you through what a brand audit is, the elements of audience brand perception, how to measure what they think of you, and how to help shape the brand image that you want to give.
Let’s get started!