Brand auditing can help you discover issues that your brand is facing. And, it can help you uncover new target markets that can ultimately improve consumer interaction. However, that’s not all brand auditing can do.
Here are three things you should know about brand auditing:
1. It allows you to do a competitor analysis
One of the main objectives of brand auditing is to gather data that can help you beat your competitors within your industry. It offers analysis on both your strengths and weaknesses in order to pinpoint opportunities for your brand.
A competitor analysis report should:
* Establish who the competitors are (threats)
* Establish the audiences’ desire
* Compare your competitor’s ratings to your brand
* Do a market evaluation
A competitor analysis report is a crucial part of understanding your industry and where your brand fits in. Using the data collected from the analysis, you can make your brand unique, re-attract lost consumers and attract new consumers as well.
2. It provides you with statistical analysis
To make well-informed decisions about your brand, you need to look into the numerical evidence for and against your brand. The fundamental reason for statistics is to measure the brand’s performance and to gauge whether there’s need for changes in your business strategies. The numbers are usually used to help calculate the risk and measure return on investment.
Here are a couple of things that go into statistical analysis reports:
* Quantity data about your brand
* Data reconciliation about the brand
* Drawn rational conclusions about the brand
* Quantitative comparisons against competitors
The data is provided to assist in making well-informed decisions regarding the brand. For example, the statistics can be used for brand, product, or service development. If the issue is in brand consumption, for example, the brand manager can then use surveys and online voting polls to evaluate if there is adequate demand amongst target consumers.
3. It allows for content evaluation
Content evaluations deal with your social media and websites; they also cover your communications strategy. This includes things such as words, images, emails audio and videos.
Look for a well-established content creator to review your brand's content for accuracy to find out if it aligns with the brand. A person evaluating and editing your brand’s content needs to offer you customised solutions to the following questions:
* Is your content similar to your competitors' content?
* Does the information on your site need to be updated?
* Are your social media, email and subscription links on your website working?
* Is your website informative?
* Are the responses on your comments section on your website and social media platforms engaging? Do they help resolve the consumer's dissatisfaction with your brand?
The whole point is to be provided with insight that can help you create quality content for your brand. This is content that is easily understood by your audience and that is suitable for most mobile devices as well as user friendly.