How do you audit and update your brand assets and collateral regularly?

1 What is a brand audit?

A brand audit is a comprehensive analysis of your brand's performance, perception, and positioning in the market. It helps you identify your strengths, weaknesses, opportunities, and threats, as well as how you compare to your competitors and how you align with your target audience's needs and expectations. A brand audit can cover various aspects of your brand, such as your vision, mission, values, voice, tone, messaging, visual identity, website, social media, content, email, marketing, sales, customer service, and more.

2 How to conduct a brand audit?

Conducting a brand audit requires a tailored approach, but a general framework you can use includes defining objectives and scope, collecting and analyzing data, and reporting and recommending. When defining objectives and scope, consider the key questions you want to answer, the main areas you want to focus on, and the desired depth and breadth. Collect relevant data from internal and external sources, such as analytics, surveys, feedback, reviews, testimonials, ratings, social media mentions, competitor analysis, and industry trends. Utilize qualitative and quantitative methods to measure and evaluate your brand performance, perception, and positioning. Summarize your findings and insights in a report that highlights the gaps and opportunities for improvement. Finally, provide actionable recommendations that are prioritized based on your objectives, budget, and timeline.

3 What to update in your brand assets and collateral?

Your brand assets and collateral are the tangible elements that represent your brand, such as logos, colors, fonts, icons, images, videos, templates, documents, presentations, brochures, flyers, and business cards. They should be consistent and coherent across all channels and touchpoints. To update them, review your brand guidelines - the rules and standards that define how to use your brand assets and collateral. Make sure they are clear and accessible to everyone who works with your brand. Then audit your existing assets and collateral to assess if they match your brand guidelines and identity. Identify what needs to be updated, removed, or created; consider factors such as quality, relevance, consistency, accuracy, usability, and accessibility. Finally, update or create new assets and collateral that reflect your brand's value, personality, and promise. Use your brand guidelines as a reference and ensure they are aligned with your brand voice, tone, messaging, and visual identity.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?