A brand audit is an evaluation that measures how successfully a brand is positioning itself within its competitive market.
Successful branding helps a business stay top of customers’ minds, create a strong market presence, and compete amid a highly saturated commerce field. A brand audit helps the business assess the effectiveness of branding and its sales impact.
Brand audits usually comprise internal and external evaluations, including customer surveys, content performance data, sales data, competitor comparisons, and other evaluative tools. These give the business a comprehensive look into how its customers are engaging with the brand and where the brand stands among its competition.
Essentially, a brand audit is a chance for the business to gain a big-picture view of its branding. Are they creating a cohesive, consistent brand experience for customers? Are they conveying their values and characteristics well enough? Do they need to adjust their marketing and sales efforts? These questions help the business make informed decisions to improve its branding and presence.