What is a Brand Audit? [Your Path to Increased Profit]

This post will answer the question 'what is a brand audit?' It will also tell you whether your business needs an audit and the benefits you can get from one.


May 20, 2024

What is a brand audit

Is your company positioned for optimal sales and growth?

A brand audit answers these questions. It reveals strengths to leverage and vulnerabilities that might be sabotaging your success. It's your roadmap to stronger customer relationships, a competitive edge, and higher profitability.

Table of Contents

    Why is a brand audit important?

    A successful brand audit is like a health checkup for a business. It helps companies understand their market position, strengths, weaknesses, and customer perception.

    Businesses can conduct an audit to monitor their integrity. If there is any misalignment between how a business presents itself and how customers perceive it, they can address the issue to maintain consistency.

    It is easy for businesses to underestimate the customer’s ability to assess the value of their products. As a result, they often overestimate how simple and clear their brand messaging should be. An audit can reveal this problem and enable a company to improve its communication.

    When should a company conduct a brand audit?

    Companies should perform a brand audit when they experience a decline in sales, a shift in the target audience, or a change in market position. It may also help businesses after a merger or acquisition, or when they need to develop a growth strategy.


    In reality, the average sales process can take up to eight touchpoints or more to convert a qualified lead. People rarely make purchasing decisions after the first or second contact. Instead, they need several interactions with a business before buying from it.

    Brand clarity refers to an organization’s ability to define and convey its purpose, mission, and value. Clarity is critical for a company to communicate what it does, for whom, and why it is unique.

    Organizations that lack clarity struggle to:

    • Attract the most profitable customers
    • Increase brand awareness
    • Create differentiation
    • Overcome price resistance
    • Sustain long-term growth

    A brand audit examines the company’s challenges and how to achieve clarity.

    Aligning the internal branding elements with external perception

    A common disconnect exists between how a company sees itself and how the market actually perceives it. This misalignment can arise from internal biases, outdated messaging, or neglecting to keep your brand current.

    An audit bridges this gap by comparing your internal brand elements (e.g., values and mission) and pinpointing where inconsistencies exist. These insights enable you to adjust your messaging, refine your brand identity, and ensure you live up to your promises to your customers.

    Internal vs. External Branding Examples
    Internal vs. External Branding Examples

    Evaluate your brand positioning

    You can’t establish a competitive advantage until you know what you are up against. An audit allows a company to assess its place in the market. This place is called positioning.

    Several factors determine positioning, but the most common are:

    • Customer sentiment
    • Competitors

    Customer sentiment

    How do your target customers really feel about your business? Would they be happy to recommend it, or would they leave a negative review? Is your product or service perceived as premium or a budget option?

    The answers lie in customer sentiment.

    Companies have a degree of influence over their perception, but it's not absolute. A sentiment analysis can help you assess where your brand stands in the market. This process involves gathering and analyzing customer feedback through methods such as:

    • Social listening: Monitoring online conversations about your brand for insights into positive and negative opinions.
    • Online surveys: Directly asking customers about their experiences and satisfaction levels.
    • Customer focus groups: In-depth discussions to gather qualitative insights into perceptions of your brand.

    Understanding how customers perceive your business guides your positioning and informs future strategy.

    The Customer Experience Process (Click to expand)


    The competitive landscape dictates your every move–from pricing and audience targeting to customer service. Companies often underestimate the level of competitor analysis required to gain an edge. A comprehensive brand audit goes beyond the basics, taking a closer look at:

    • Pricing psychology: How do competitors frame their pricing to influence perception (value-based, feature comparisons, etc.)?
    • Sales funnels: What marketing channels and tactics do they use to move new customers through the buyer's journey? Are there acquisition strategies you are overlooking?
    • Content distribution: Where do they focus their marketing communications, and what formats resonate most with their audience? This reveals potential gaps in your strategy.
    • Market positioning: How do they define themselves? Are they seen as innovators, budget-friendly, etc.? Understanding this is crucial for differentiation.

    A competitor analysis empowers you to capitalize on competitor weaknesses and build on untapped opportunities.

    Real-world benefits of a brand audit

    An audit delivers tangible results that directly impact your business. It pinpoints inconsistencies in messaging or misalignment with your target audience. Findings also help you optimize digital marketing and sales efforts to improve conversion rates and marketing ROI. Perception analysis can help companies improve experiences to boost the bottom line with higher customer lifetime value (LTV).

    Brand audits also uncover potential ways to optimize resources. For example, you may find wasted marketing spend, redundancies, or missed efficiency opportunities. Reallocating resources increases profitability.

    An audit also gives you better understand your unique value proposition and whether it strengthens your market position. It's a process that replaces guesswork with insights. As a result, you set growth goals, allocate budgets, and launch new initiatives with a higher chance of success.

    As one example, we audited a mid-sized manufacturing company with stagnant growth and a large monthly marketing budget. We discovered that the company's messaging was too technical for the audience and didn't align with the company's mission or purpose. By helping them craft a simpler, benefits-driven message, the company has unlocked new revenue streams and secured influencer partnerships.

    What is a brand audit? [A CEO's perspective]

    Savvy CEOs know that a strong brand is more than just a logo and a tagline. Our audits address the strategic concerns of business leaders. We can provide insights to help them strengthen brand equity, reduce risk, and future-proof the business for long-term success. We'll uncover:

    • Vulnerabilities: Are there market shifts or competitor moves that threaten your brand’s performance?
    • Missed opportunities: Are you overlooking potential growth areas and leveraging your brand’s strengths?
    • Organizational alignment: Are your mission, values, and communication working to achieve your growth goals?

    The brand audit report: Data-driven insights, not fluff

    Some audit results can be based on too much theory, frustrating business leaders. Our approach is different. We focus on measurable data and actionable insights. In our report, you can expect:

    • Benchmarking: Brand audit results give you an accurate picture of how you stack up against your key competitors.
    • Quantifiable results: Track the real-world impact of metrics like customer acquisition, retention, and market share.
    • Action plan, not just analysis: Our report includes a clear plan of action for improvements.

    Top 3 brand audit myths debunked

    Misconceptions about brand audits can lead businesses to miss out on valuable insights. Let's dispel a few common myths:

    • Myth 1: Brand audits are only for big corporations. Businesses of all sizes benefit. Small companies may uncover growth opportunities they hadn't considered, while established ones can avoid stagnation.
    • Myth 2: It's just about updating my logo and website. A true audit is a deep strategic analysis. While it might inform visual updates, the purpose of a brand audit is to uncover what drives your target audience, competitive edge, and long-term growth.
    • Myth 3: I can do it myself. While internal examination is valuable, objectivity is vital. An auditor is neutral. They bring an unbiased perspective, deep industry knowledge, and a structured methodology, which helps them drive accurate outcomes.

    Our brand audit framework

    Our brand audits go beyond surface-level analysis. We partner with you to optimize your entire brand experience. This holistic approach helps you build a competitive edge and drive growth.

    A successful brand audit process

    1. Discovery: This stage takes 2-3 weeks. We assess your company's internal and external branding, target market, sales, and marketing. We also gather crucial data: sales, website analytics, and feedback.
    2. Analysis (4-6 weeks): We explore your market position, target audience, and the competitive landscape. This in-depth analysis establishes a baseline, reveals strengths, and optimizes your value proposition. It includes marketing campaign evaluations and an optional comprehensive marketing plan review.
    3. Results (30 days): You receive our report, packed with actionable strategies for success. This empowers you to align your brand strategy. You can refine the customer experience and focus on the most profitable market. We'll discuss the findings to ensure everything is clear.
    4. Optional implementation: Many clients choose our additional consulting services for hands-on implementation support. This could include:
    • Brand positioning refinement
    • Customer experience development
    • Target audience segmentation
    • Cross-channel messaging strategy
    • User testing
    • Further team training

    The Brand Auditors difference

    Our framework's strength lies in its comprehensive approach. We go beyond generic assessments to provide a transformative roadmap tailored to your specific business needs.

    Is a brand audit right for you?

    If you're experiencing any of the following, an audit could be the catalyst your business needs to reach the next level:

    Declining sales or market share: An audit pinpoints underlying issues that might hurt your performance, enabling you to reverse the trend.

    Shifting target audience: Understanding changing customer preferences is crucial. An audit can help you realign with your ideal customer profile.

    Significant changes: Mergers, acquisitions, or new leadership often call for an evaluation to ensure you're positioned optimally for the future.

    Ambitious growth goals: A strong brand is the foundation of expansion. An audit identifies areas to strengthen for maximum growth potential.

    Lack of clarity: If your messaging feels muddled or customers don't grasp your unique value, an audit provides the focus you need.

    Investing in an audit is an investment in your business's future success. If you're ready to take your business to the next level, let's discuss how an audit can transform your growth trajectory.

    Are you looking for expertise from an external audit firm?

    The Brand Auditors delivers a unique experience. We serve clients as neutral third-party advocates and advisers. Our audit services include a holistic review of your growth strategies.

    If you want to discover how an audit can transform your business, click on the button to connect with an auditor.

    Chris Fulmer PCM-Brand Auditors

    Chris Fulmer, PCM®

    Brand Strategist | Managing Director

    Chris has over 15 years of experience in brand development and marketing. He has designed strategies across various industries, such as technology, B2B services, and healthcare. His expertise includes brand positioning, competitive analysis, content marketing, and web development.

    Click to learn more about Chris

    Frequently Asked Questions

    Have other questions? Click here to get in touch with us.

    Are you ready to find out how a brand audit can transform your business?

    Our brand audit process is a comprehensive analysis designed to help companies optimize performance.

    • Increase ROI on lead generation and sales conversions.
    • Reduce marketing expenses.
    • Strengthen brand positioning to become more competitive.

    We guarantee satisfaction or get your money back! Schedule a discovery call with a brand auditor to find out more.

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