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Brand Communications Audit

Better Planning Equals Stronger Branding

 

 

DEFINITION

A Brand Communications Audit is the analysis of the brand, including logo, position statement, corporate identity and the brand’s communications. Analysis of the brand is measured in three ways against its:

Application on:

  • Corporate Stationery brandingimage.jpg
  • Marketing Collateral
  • Merchandise and Promotional Materials
  • Advertising & Public Relations Materials
  • Communications Online

Intended use and positioning as defined in:

  • Business Plans & Strategic documents
  • Marketing & Communications Plans and Strategies

Perceptions generated by:

  • Staff
  • Stakeholders and Customers
  • Suppliers


THE PURPOSE

A Brand Communications Audit provides focus and insight, resulting in better planning and stronger, cohesive branding. A Brand Communications Audit can become a point of reference from which to judge, plan and drive change and value into the future, and reduce as much of the subjectivity that is inherent in the existing program.

It is to the communications and marketing arena what a financial audit is to a company’s business management and operations - a complete overview.

THE REVIEW

In today’s crowded and noisy multi-national marketplace, the importance of the overall image created by an organisation’s many communications efforts is recognised by most executives. Despite this, however, even the most sophisticated organisations face three problems. Change, decentralisation, and time are constantly at odds with the goal of ensuring continuity and effectiveness.

Change: It will come as no secret that today’s business world changes rapidly. To maintain competitiveness in this difficult environment, many organisations are occasionally compelled to downsize, re-engineer and restructure. In the process of formulating new operations plans - of attempting to do more with less - the continuity of Brand communications often falls victim. The cohesiveness necessary to provide maximum efficiency and impact is lost.

Decentralisation: Another effect of today’s competitive pressures is the decentralisation of many functions. While less structure and more freedom works to encourage innovation in organisations, it can also play havoc with Brand communications effectiveness. Lack of coordination can produce anything from temporary customer confusion, right through to permanent loss of an invaluable trademark.

Time: Despite recognition of the importance of protecting an organisation’s Brand through consistent visual communications, periodic evaluations are often put off. Sometimes, more pressing issues keep executives from focusing on the task, in which case awareness of the benefits needs to be raised. Other times, there are budget pressures, in which case a good rationale must be presented for the allocation of scarce funds.

 

To view the steps involved in a Brand Communications Audit, click here.