The brand audit process comprehensively analyzes how your organization’s brand is performing today. The analysis looks at how the performance is compared to your organization’s goals and how it is received in the marketplace in which it operates. Brand audits involve looking at three primary areas: your internal branding, the external brand, and the customer experience.
Conducting an effective brand audit requires creating a methodology that is specific to your business and the industry it operates in. The audit involves the use of primary research and employs both qualitative and quantitative methodologies.