Why Do a Digital Brand Audit?

Think of it as stepping out of the fishbowl to see your agency as it really is - and not as how you perceive it to be.
Broadly, a digital brand audit seeks to:
Analyze where your brand currently stands
Understand where your brand should be

Once you know the gap between where you are and where you should be, you can create a brand that is consistent and clear.
Although there are many benefits to auditing your digital brand, a few reasons stand out:

1. Better Positioning

A digital brand audit helps you position your agency by:
Understanding your target audience.
Mapping target audience demographics and psychographic.
Creating brand assets that speak to the target audience’s needs.

2. Ensure Consistency

A digital brand is fragmented. It isn’t just the website or logo; it is the sum of all the crumbs you leave online - guest posts, social media updates, and even website comments.
Because of its fragmented nature, it is easy for inconsistencies to creep into your digital brand. Some critical channels might go without updates. Some blog posts might not convey the values you believe in.

Before you know it, no one truly understands what you do or what you stand for.
A digital brand audit helps you zero-in on the “baseline” defaults for your brand. This can ensure that all your prospects get a consistent brand experience, regardless of what channels they use.

3. Improve Marketing-Brand Alignment

How you market yourself often springs from your brand. A brand perceived to be “fun and quirky” will have a different marketing approach than one seen as “sophisticated and traditional”.

A digital brand audit can help you spot the strengths and weaknesses of your marketing approach as they relate to your brand. It will tell you if there is poor brand-marketing alignment. It will also tell you if you’re focusing too much on your brand’s weaknesses rather than its strengths.

4. Understand Brand Perception

How do prospects currently see your agency? What values do your existing clients associate with your brand? How does it compare to your competitors’ brands?
A digital brand audit will help you answer these questions. It will help you take stock of your current standing in the market. It will also enable you to understand how your brand performs in relation to your competitors.

Armed with this knowledge, you can bridge the gap between how customers see you and how you see yourself.
In the next section, I’ll cover how to do a brand audit in detail.

Why Do a Digital Brand Audit?

Think of it as stepping out of the fishbowl to see your agency as it really is - and not as how you perceive it to be.
Broadly, a digital brand audit seeks to:
Analyze where your brand currently stands
Understand where your brand should be

Once you know the gap between where you are and where you should be, you can create a brand that is consistent and clear.
Although there are many benefits to auditing your digital brand, a few reasons stand out:

1. Better Positioning

A digital brand audit helps you position your agency by:
Understanding your target audience.
Mapping target audience demographics and psychographic.
Creating brand assets that speak to the target audience’s needs.

2. Ensure Consistency

A digital brand is fragmented. It isn’t just the website or logo; it is the sum of all the crumbs you leave online - guest posts, social media updates, and even website comments.
Because of its fragmented nature, it is easy for inconsistencies to creep into your digital brand. Some critical channels might go without updates. Some blog posts might not convey the values you believe in.

Before you know it, no one truly understands what you do or what you stand for.
A digital brand audit helps you zero-in on the “baseline” defaults for your brand. This can ensure that all your prospects get a consistent brand experience, regardless of what channels they use.

3. Improve Marketing-Brand Alignment

How you market yourself often springs from your brand. A brand perceived to be “fun and quirky” will have a different marketing approach than one seen as “sophisticated and traditional”.

A digital brand audit can help you spot the strengths and weaknesses of your marketing approach as they relate to your brand. It will tell you if there is poor brand-marketing alignment. It will also tell you if you’re focusing too much on your brand’s weaknesses rather than its strengths.

4. Understand Brand Perception

How do prospects currently see your agency? What values do your existing clients associate with your brand? How does it compare to your competitors’ brands?
A digital brand audit will help you answer these questions. It will help you take stock of your current standing in the market. It will also enable you to understand how your brand performs in relation to your competitors.

Armed with this knowledge, you can bridge the gap between how customers see you and how you see yourself.
In the next section, I’ll cover how to do a brand audit in detail.

 

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