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How to Conduct a Brand Audit

How to Conduct a Brand Audit
How to Conduct a Brand Audit
6:12

Brand audits are essential health checks for your business, offering critical insights into performance, perception, and potential. To demonstrate how to conduct an effective brand audit, we'll analyze EcoTrek Gear, a sustainable outdoor equipment company founded in 2020 that produces eco-friendly camping and hiking gear.

Case Study Background: EcoTrek Gear

Before diving into the audit, let's establish our subject's basic profile:

Company Profile:

  • Founded: 2020
  • Industry: Outdoor Equipment
  • Target Market: Environmentally conscious outdoor enthusiasts, ages 25-45
  • Key Products: Recycled material tents, solar-powered gear, sustainable hiking equipment
  • Price Point: Premium ($150-$800 range)
  • Primary Competitors: Patagonia, REI, North Face

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Step 1: Brand Identity Analysis

Visual Identity Assessment:

  • Logo: Mountain peak formed from recycled material symbols
  • Color Palette: Earth tones (Forest Green #2C5530, Stone Gray #8B8589, Sky Blue #7BA4DB)
  • Typography: Sustainable Sans (headers), Earth Regular (body text)

Brand Voice Analysis:

  • Current Tagline: "Adventure Sustainably"
  • Tone: Educational, inspiring, environmentally conscious
  • Key Messages: Sustainability, durability, adventure, environmental responsibility

Findings:

✓ Strong alignment between visual elements and brand values

× Inconsistent application of typography across platforms

× Tagline could better emphasize product quality alongside sustainability

Step 2: Market Performance Analysis

Sales Data (2022-2023)

Product Category Revenue Growth Margin Market Share
Tents +45% 42% 3.2%
Solar Gear +65% 38% 2.8%
Hiking Equipment +28% 35% 1.5%
 

Customer Demographics

  • 65% Millennial (25-40)
  • 25% Gen X (41-56)
  • 10% Gen Z (18-24)
  • Gender split: 55% female, 45% male
  • Average income: $75,000+

Findings:

✓ Strong growth in core product categories

× Underperforming in hiking equipment segment

× Opportunity to expand Gen Z market share

Step 3: Digital Presence Audit

Here's what to review in the data.

Website Performance

Metric Current Industry Avg Goal
Monthly Traffic 85,000 100,000 150,000
Conversion Rate 2.8% 2.5% 3.5%
Bounce Rate 45% 42% 35%
Page Load Speed 3.2s 2.8s <2.5s
Mobile Traffic 65% 60% 70%
 

Social Media Presence

Platform Followers Engagement Rate Post Frequency
Instagram 125,000 4.2% Daily
TikTok 45,000 5.8% 3x/week
Facebook 78,000 2.1% 4x/week
LinkedIn 15,000 3.5% 2x/week
 

Findings:

✓ Above-average social media engagement rates

× Website speed needs improvement

× Opportunity to increase TikTok presence

Step 4: Customer Perception Analysis

Then you're going to want to look at how you're appearing in the market.

Net Promoter Score (NPS)

  • Overall NPS: 65 (Industry average: 45)
  • Product Quality NPS: 72
  • Customer Service NPS: 68
  • Sustainability Practices NPS: 82

Sentiment Analysis (Social Media)

Sentiment Percentage Key Themes
Positive 75% Sustainability, quality, design
Neutral 20% Price point, availability
Negative 5% Shipping times, size availability
 

Findings:

✓ Strong overall brand sentiment

× Shipping and availability issues need addressing

✓ Sustainability messaging resonating strongly

Step 5: Competitive Analysis

Then you want to know how you stack up.

Market Position vs. Key Competitors

Brand Price Point Sustainability Quality Distribution
EcoTrek Premium Excellent Very Good DTC/Select Retail
Competitor A Premium Good Excellent Omnichannel
Competitor B Mid-Range Very Good Good Retail Heavy
Competitor C Premium Fair Excellent DTC Only
 

Share of Voice Analysis

Platform EcoTrek Competitor A Competitor B Competitor C
Social Media 28% 35% 22% 15%
Press 20% 40% 25% 15%
Industry 15% 45% 25% 15%
 

Findings:

✓ Leading in sustainability perception

× Opportunity to increase press coverage

× Need to strengthen industry presence

Step 6: Internal Brand Alignment

Now, how do people within the walls feel?

Employee Survey Results (250 Employees)

  • Brand Understanding: 88% aligned
  • Value Implementation: 92% aligned
  • Mission Clarity: 85% aligned
  • Customer Focus: 90% aligned

Findings:

✓ Strong internal brand alignment

✓ High employee brand advocacy

× Opportunity for improved mission clarity

Action Plan Recommendations

Once you have all that, you want to make a plan.

Immediate Actions (0-3 months)

  1. Optimize website loading speed
  2. Standardize typography across platforms
  3. Address shipping time issues
  4. Expand size availability

Short-term Goals (3-6 months)

  1. Increase TikTok content production
  2. Develop press outreach strategy
  3. Launch Gen Z targeted campaign
  4. Improve hiking equipment market share

Long-term Initiatives (6-12 months)

  1. Expand distribution channels
  2. Strengthen industry presence
  3. Develop employee brand ambassador program
  4. Launch sustainability education campaign

Measurement Framework

Metric Current 6-Month Goal 12-Month Goal
Market Share 2.5% 3.5% 5%
Website Traffic 85,000 120,000 150,000
Social Engagement 4.2% 5% 6%
NPS 65 70 75
Brand Awareness 35% 45% 55%

 

Big Pic

EcoTrek Gear shows strong brand health with significant growth potential. The audit reveals a solid foundation in sustainability and product quality, with opportunities for improvement in distribution, digital performance, and market expansion.

Success Metrics for Implementation

  • Monthly KPI tracking
  • Quarterly progress reviews
  • Bi-annual comprehensive audit
  • Annual strategy adjustment

Remember: A brand audit is not a one-time exercise but an ongoing process of evaluation and refinement.

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