Suppose you decided to participate in a rally. It doesn't have to be an international rally. A local rally around the city is enough. The first thing you do is correctly assess your chances (what are the machines you will fight, what characteristics they have, what is the power of your car, how prepared you are, what tactics your competitors use, etc.), and then work out your battle strategy.
Imagine that your brand participates in a rally every day, the goal of which is to win the attention of the consumer.
In order to get on the podium, he must correctly assess his current status and make a plan of approach. Professional brand audit is the consultation your brand needs to find out what stage it is in and plan its future actions.
Here are three reasons why you need a professional brand audit:
Full view of the brand
You most likely receive dozens of reports weekly on how your brand is doing: online, in sales, etc. But these reports are never correlated and do not take into account the context or the bigger picture.
Professional brand auditing gives you a clear and complete picture of: the industry and trends, the competition and how your brand relates to it, internal and external perceptions of the brand and how the brand is built (from its fundamentals to how it communicates).
Valuable Development Insights
In a context where change is the new normal, brands that want to be a benchmark in their industry need to pay attention to trends and spot opportunities early.
What are the movements in the market? What position do the main competitors take? What have been the changes that have marked the industry lately? What do customers expect from the industry and players in that industry? — these are just a few of the questions that a professional brand audit will answer and help you spot opportunities ahead of the competition.
Tested framework that has proven its effectiveness
Yes, you can conduct a brand audit using only internal resources. But how useful will the results be? How much time can you devote to your resources to defining a framework and following it closely? And how relevant is this framework considering that it has not been tested before?
The advantage of professional brand auditing is that it is carried out by a team of specialized consultants, who have done this in dozens of other projects, with results that have been exploited in rebranding projects. They have developed a detailed framework and know how to approach the project so that the results are applicable to your business.