Brand Communications Audit Steps

STEP 2: PROBLEM / ISSUES IDENTIFICATION

Evaluation Criteria

Criteria for consistency rating: Is the strategy or primary selling point the same as the other pieces?… does the piece look like it comes from the same organisation?… are style and the use of colours, type, and paper consistent?… does it perform a specific function in synch with other items?… are trademarks used properly?

Criteria for quality rating: Is the piece complimentary to the organisation/product it represents?… is information communicated easily and persuasively?… can we determine its objective, and do we think it achieves it?… could we improve upon the strategy with the same budget?… could we improve upon the creativity?

Competitive Review: This involves gathering as much material from your major competitors as possible. Depending on the extent of competition, this is a process that can easily take dozens of hours spread over many weeks unless some limitations are imposed up front.

Fortunately, much of the information and material we seek may be available within your organisation or available via the Internet. General and corporate competitive materials will most likely be found in the marketing communications departments. Competitive product information and materials will most likely be found in the sales department, particularly among those involved with field sales.

Obtaining other competitive materials is usually a simple matter of contacting the competitor directly as a business prospect, or in the case of the annual reports as a potential stockholder.
Finally, we will do as much independent research as need and budget allow. As examples: scan trade magazines… pick up literature… ask dealer and retailer salespeople for their opinions on the relative merits of the client’s and competitors’ products… take pictures of signs…surf the Web.

Using a criteria such as that demonstrated above, the Communications Audit Result makes it apparent which specific materials and brand applications are not adding to, or are actually subtracting from, communications effectiveness. Even more important, the criterion contributes to the evaluation of the overall effectiveness of the marketing communications program.


STEP 3: STRATEGY DEFINITION

The Presentation: This is where the culmination of our efforts inspires change. We will prepare a written audit report, and if required a electronic presentation, of our findings and recommendations. The recommendations will provide the basis from which to create both internal and external strategies to underpin the argument and rationale change. A ‘Road Trip’ program is then scheduled (optional) to various locations to sell the Audit process in preparation for change.

Summary: Because an Audit of Brand Communications can be as simple or extensive as budgets and needs dictate, we recommend it to virtually every client. Further, because the format described here is flexible, it can be undertaken completely by DDG, or conducted jointly with your marketing department staff.

However conducted and extensive, the result is more clearly defined objectives, focused strategies, organised and prioritised tactics, and criteria for creative development. In addition, when presented in a comprehensive report it can also prescribe a future set of communications graphic standards that will form the basis of development of your Visual Standards Manual.

To find out how your organisation can benefit from a Brand Audit, contact DDG here.