Auditing Your Brand

Hire a brand manager who will police your brand continuously to ensure it remains true to its core values and consistently delivers on its promise. Many brand managers focus too heavily on the rational, business aspects. While that is important, it is equally crucial to balance this with a strong emphasis on the brand’s creative and aesthetic vision, ensuring it engages consumers and stimulates an emotional response.?

Your best bet is to hire a whole-brain thinker who can integrate both rational and emotional aspects. Hold regular Brand Ideas Meetings every few weeks to brainstorm and innovate. Stick to a consistent schedule, as neglect can lead to stagnation.

Review each of your touchpoints and streamline your infrastructure to ensure automatic, seamless delivery. Continuously explore new ideas to strengthen your emotional bond with customers and engage internal brand champions. Sometimes, the best ideas come from unexpected places.

Discuss ideas from multiple angles and use different media to present the same concept, such as large-screen videos and physical 3D models. Repurpose old ideas in innovative ways to keep them fresh while retaining your core brand identity. This helps perpetuate emotional bonds with customers and maintains your relevance in the marketplace.

If your brand does not meet the following criteria, consider rebranding to avoid fading into obscurity.

Brand Audit Checklist:

• Does your brand convey your unique purchase proposition instantly?
• Is your unique purchase proposition viable and able to thrive in the current market climate?
• How deep and broad is your brand awareness? Does your brand inspire instant recall and recognition in the customer’s mind?
• Are all your touchpoints integrated, compelling, and authentic?
• Have you identified market obstacles impeding your growth? Do you have an action plan to remove those obstacles?
• Is your brand returning a satisfactory profit?
• Does it continue to build value and equity?

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By Howard A Lim at HOWCreative.com

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