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.
Before diving into the audit, let's establish our subject's basic profile:
Company Profile:
Visual Identity Assessment:
Brand Voice Analysis:
Findings:
✓ Strong alignment between visual elements and brand values
× Inconsistent application of typography across platforms
× Tagline could better emphasize product quality alongside sustainability
Sales Data (2022-2023)
Writing Team
Tents +45% 42% 3.2%
Solar Gear +65% 38% 2.8%
Hiking Equipment +28% 35% 1.5%Findings:
✓ Strong growth in core product categories
× Underperforming in hiking equipment segment
× Opportunity to expand Gen Z market share
Here's what to review in the data.
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%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/weekFindings:
✓ Above-average social media engagement rates
× Website speed needs improvement
× Opportunity to increase TikTok presence
Then you're going to want to look at how you're appearing in the market.
Positive 75% Sustainability, quality, design
Neutral 20% Price point, availability
Negative 5% Shipping times, size availabilityFindings:
✓ Strong overall brand sentiment
× Shipping and availability issues need addressing
✓ Sustainability messaging resonating strongly
Then you want to know how you stack up.
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 OnlySocial 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
Now, how do people within the walls feel?
Findings:
✓ Strong internal brand alignment
✓ High employee brand advocacy
× Opportunity for improved mission clarity
Once you have all that, you want to make a plan.
| 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% |
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.
Remember: A brand audit is not a one-time exercise but an ongoing process of evaluation and refinement.
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