How healthy is your brand? Does it communicate your vision clearly? Or has its voice become muffled and confused over the years?
As your business grows your vision and voice can change. These changes can happen slowly and organically or suddenly and deliberately. Either way it is a good idea to audit your brand at least once a year to ensure your voice remains authentic and on point.
Today I’m going to show you how to audit your brand.
1. Defining your brand
How do you define your brand? When you think about your brand what comes to mind? Happiness? Excitement? Calmness? Confusion? Relief? Write down the three most important or relevant of these and put them aside as we’ll be referring to back to them later.
2. Peer reviews
Now what about other people? How do they think or feel? Ask your friends, family or best customers to give you three words that come to mind when they think about your business. Are you a member of a Facebook community? Perhaps ask them to look at your website then tell you the three words which come to mind.
Do you notice a pattern emerging here or are the words all over the place with nothing in common? How does it compare to your own three words?
3. Defining your goal?
When you first started your business what goal did you have? Did you write a vision and/or mission statement? How does this align with your vision today? Has anything changed? Make note of the changes as well as why.
4. The Checklist
Download a copy of my check list here
You will notice the checklist has three columns:
Work through each item on the checklist ticking one of the boxes.
Where you have ticked “have”, write down why you are keeping it as it is. Don’t just write “because I love it”. Have a think of why you love it.
Where you have “need”, why do you need it? If you really need it why havent you already got it? Is it a must have item or something that you’d just like to have.
Where you have “change”. Why is this no longer suitable? Again, think about the why.
1. Your website
Lets start with your homepage. Does it clearly and quickly communicate what you are about? Does it load quickly? Does it authentically speak your language?
What about your about page? Do you have a head shot? Is it professional? Is it authentic? The real you? Does it align with your values? Does it show your real personality? What about the text? Is it still relevant? Is it authentic?
Navigation? Is it easy to navigate around your site? Do the categories make sense?
Do you have a blog? Are your categories set up correctly? Is it easy for people to find your older posts? Do your posts align with your brand message? Are they authentic?
Do you sell a product or sevice? Do they align with your values? When growing a business its easy to keep adding more products and./or services without stopping to think whether they truly are aligned with the vision of your business.
2. Social Media
Do you social media URL’s align? If not why? What about the profile image you use? Is it the same across all of your social media? Are your posts authentic? Do they visually align with the rest of your brand? Are they consistent in their message and visually? Do the photo’s you use look professional and align with the rest of rhe visual elements you use.
3.. Brand Visual Elements
Does your business stationery communicate you brand authentically? Are they visually aligned? If you sell a product, what is your packaging like? If you were a customer would you get excited to receive one of your items in the mail? Do your product labels, swing tags and packaging align with the rest of your visual elements? Do they communicate your brand clearly? Do you have a style guide?
Do you use email templates such as Mail Chimp? Have they been set up professionally? Visually is it easy to tell they are from your business? Do you have an email opt-in? If not, you need one! Does it look professional? Easy to find and use? Do you offer people something if they sign up?
5. Customer Interaction
Is your interaction with customers consistents? Do you respond to emails and messages timely? Is the tone you use authentic and aligning with the rest of your business?
Are your photos of professional quality? Are they big enough that they dont look blurry on the screen yet small enough so they dont take forever to load? Have you named them correctly? Do they align with your brand?
That’s it! You’re all done.
Now you’re ready to work on any changes you have highlighted. Make sure you put some time aside to work through your list.
Alternatively, if you would like a professional to help you with your audit. Get in touch. I’d be happy to do it for you.