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BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
CONSUMER INSIGHTS FOR
SUSTAINING BRAND RELEVANCE
Copyright © 2015 Brand Amplitude LLC
All Rights Reserved – May Not Be Reproduced Without Permission
HOW TO CONDUCT A
BRAND AUDIT
Carol Phillips & Judy Hopelain
August 2015
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
CONTENTS	
  
§  What	
  is	
  a	
  Brand	
  Audit?	
  
§  Helpful	
  Frameworks	
  
§  How	
  to	
  Apply	
  the	
  Frameworks	
  	
  
1
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
WHAT	
  IS	
  A	
  BRAND	
  AUDIT?	
  
2
§  A	
  Brand	
  Audit	
  describes	
  and	
  
evaluates	
  the	
  current	
  state	
  of	
  a	
  
brand	
  and	
  its	
  effecPveness	
  in	
  
achieving	
  a	
  company’s	
  business	
  
objecPves	
  
§  This	
  assessment	
  is	
  the	
  first	
  step	
  in	
  
brand	
  strategy	
  development.	
  	
  
Note: While we refer to company throughout, the process works equally well for other types of
organizations and brands.
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
WHY	
  CONDUCT	
  A	
  BRAND	
  AUDIT?	
  
3	
  
“A brand audit requires understanding the
sources of brand equity from the perspective of
both the firm and the consumer. From the
perspective of the firm, what products and
services are currently being offered to consumers
and how are they being marketed and branded?
From the perspective of the consumer, what
deeply held perceptions and beliefs create the
true meaning of brands and products?”
– Kevin Keller, Strategic Brand Management
§  A	
  Brand	
  Audit	
  reveals	
  a	
  brand’s	
  true	
  posiPon	
  and	
  meaning	
  to	
  its	
  stakeholders.	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
HOW	
  AUDITS	
  ARE	
  USED	
  
§  Assess	
  how	
  well	
  the	
  brand	
  delivers	
  
against	
  company	
  objecPves	
  	
  
§  IdenPfy	
  customer	
  wants,	
  needs,	
  and	
  
trends	
  at	
  the	
  category	
  level	
  	
  
§  Inventory	
  and	
  categorize	
  brand	
  porXolio	
  
elements	
  and	
  assets	
  (trademarks,	
  sub-­‐
brands,	
  logos,	
  taglines)	
  	
  
§  Evaluate	
  the	
  brand’s	
  current	
  image	
  (how	
  
it	
  is	
  perceived	
  by	
  customers	
  and	
  other	
  
key	
  stakeholders)	
  	
  
§  IdenPfy	
  potenPal	
  sources	
  of	
  
differenPaPon,	
  tablestakes,	
  
vulnerabiliPes	
  	
  
4
USED	
  FOR:	
  
§  Diagnosing	
  brand	
  strengths	
  and	
  
idenPfying	
  potenPal	
  vulnerabiliPes	
  
or	
  shortcomings.	
  	
  
§  Developing	
  value	
  proposiPon,	
  
idenPty	
  and	
  posiPoning.	
  	
  
NOT	
  USED	
  FOR:	
  
§  CompePPve	
  benchmarking	
  
§  Brand	
  tracking	
  
§  Brand	
  health	
  assessment	
  
Brand Audits…
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
BRAND	
  AUDITS	
  ORGANIZE	
  INFORMATION	
  
n  Brand	
  audits	
  take	
  many	
  forms	
  –	
  there	
  is	
  no	
  
single	
  magic	
  format.	
  	
  
n  Regardless	
  of	
  the	
  form	
  your	
  audit	
  takes,	
  the	
  
perspecPve	
  is	
  always	
  that	
  of	
  the	
  company	
  
and	
  how	
  the	
  brand	
  supports	
  its	
  overall	
  
objecPves.	
  	
  
n  To	
  complete	
  a	
  brand	
  audit,	
  you	
  will	
  need	
  to	
  
first	
  idenPfy	
  your	
  best	
  informaPon	
  sources.	
  	
  
1.5	
  5
n  As	
  with	
  a	
  SWOT	
  analysis	
  or	
  financial	
  audit,	
  	
  a	
  brand	
  audit	
  organizes	
  and	
  disPlls	
  
criPcal	
  company	
  informaPon	
  to	
  make	
  it	
  easier	
  to	
  digest	
  and	
  recognize	
  strategic	
  
implicaPons.	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
TYPES	
  OF	
  INFORMATION	
  REQUIRED	
  
§  InformaPon	
  for	
  a	
  brand	
  audit	
  o_en	
  exists	
  outside	
  of	
  markePng,	
  so	
  be	
  sure	
  to	
  ask	
  your	
  
colleagues.	
  	
  
6	
  
Corporate	
  InformaAon	
  	
  
•  Company	
  mission,	
  vision	
  
and	
  values	
  statements	
  	
  
•  Financial	
  performance	
  
and	
  trends	
  (e.g.,	
  revenue,	
  
profits,	
  margins)	
  	
  
•  Customer	
  service	
  records	
  	
  
•  Patents	
  and	
  other	
  
intellectual	
  property	
  	
  
Industry	
  InformaAon	
  
•  Third	
  party	
  research	
  about	
  
the	
  compePtors	
  in	
  your	
  
industry	
  (e.g.,	
  financial	
  
analysts,	
  syndicated	
  market	
  
research,	
  government	
  
agencies,	
  industry	
  
associaPons)	
  	
  
•  Your	
  company’s	
  own	
  research	
  
studies	
  (e.g.,	
  tracking	
  
research,	
  focus	
  groups)	
  	
  
MarkeAng	
  InformaAon
•  Current	
  and	
  past	
  
adverPsing	
  and	
  
promoPonal	
  collateral	
  for	
  
your	
  brand	
  and	
  
compePtors	
  (within	
  and	
  
beyond	
  your	
  specific	
  
category)	
  	
  
•  Social	
  media	
  reports	
  and	
  
conversaPon	
  analyses	
  	
  
	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
§  Once	
  you	
  have	
  idenPfied	
  the	
  best	
  informaPon	
  sources,	
  the	
  next	
  step	
  is	
  to	
  organize	
  the	
  
most	
  relevant	
  informaPon	
  into	
  four	
  categories.	
  	
  
GETTING	
  STARTED	
  
7	
  
§  Next,	
  describe	
  and	
  evaluate	
  the	
  
current	
  state	
  of	
  the	
  brand	
  by	
  
idenPfying	
  within	
  each	
  of	
  the	
  
four	
  informaPon	
  categories:	
  
§  The	
  assets	
  that	
  can	
  be	
  
leveraged	
  
§  Any	
  liabiliPes	
  or	
  issues	
  that	
  
need	
  to	
  be	
  addressed	
  or	
  
miPgated	
  	
  	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
   8	
  
IN	
  OUTLINE	
  FORM,	
  
YOUR	
  AUDIT	
  
MIGHT	
  LOOK	
  LIKE	
  
THIS…	
  
	
  
	
  
	
  
YOU	
  MIGHT	
  WANT	
  
TO	
  USE	
  THE	
  
TEMPLATE	
  THAT	
  
FOLLOWS	
  TO	
  
PRESENT	
  IT	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
COMPANY	
  ASSESSMENT	
  
§  The	
  company	
  assessment	
  
focuses	
  on	
  the	
  capabiliPes	
  and	
  
competencies	
  required	
  to	
  
deliver	
  what	
  customers	
  need	
  
and	
  how	
  you	
  measure	
  up.	
  What	
  
do	
  you	
  do	
  well?	
  Where	
  do	
  you	
  
need	
  to	
  improve?	
  	
  
§  This	
  assessment	
  highlights	
  your	
  
strengths	
  and	
  liabiliPes	
  as	
  an	
  
organizaPon,	
  not	
  as	
  a	
  brand.	
  	
  	
  
9	
  
How well does the
brand support the
long-term growth
strategy of the
business? How
effectively does it
leverage the
organization’s
competencies?
Assets:
Liabilities:
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
CUSTOMER	
  ASSESSMENT	
  
§  The	
  most	
  important	
  
informaPon	
  at	
  this	
  stage	
  is	
  
understanding	
  what	
  drives	
  
customer	
  choice	
  at	
  the	
  
category	
  and	
  brand	
  levels.	
  	
  
10	
  
How compelling
and valuable is
the brand to
users? How well
does it resonate
with its target
audience?
Customer
Assessment
Segment
1
Segment
2
Demographic
description
(e.g., age, gender,
education,
income,)
Relevant interests
and
psychographics
Current customer
needs (category
decision drivers)
Brand decision
criteria and
barriers
Emerging
customer needs
(trends)
§  Aim	
  to	
  understand	
  what	
  
customers	
  are	
  trying	
  to	
  
accomplish	
  in	
  their	
  lives.	
  
Look	
  beyond	
  the	
  obvious	
  
funcPonal	
  benefits	
  to	
  how	
  
they	
  want	
  to	
  feel	
  or	
  be	
  
seen	
  as	
  a	
  result	
  of	
  their	
  
choices.	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
MARKET	
  ASSESSMENT	
  
11	
  
Their Competitive
Assets:
Their Competitive
Liabilities
Competitive AssessmentHow unique is the
brand relative to
competitors? How well
does the brand take
market dynamics into
account?
§  The	
  compePPve	
  frame	
  of	
  
reference	
  may	
  not	
  be	
  
obvious.	
  Think	
  like	
  a	
  
customer,	
  what	
  do	
  they	
  
think	
  are	
  their	
  alternaPves?	
  	
  
§  The	
  compePPve	
  set	
  may	
  be	
  
direct,	
  like	
  other	
  providers	
  of	
  
the	
  same	
  product	
  or	
  service,	
  
or	
  indirect,	
  like	
  a	
  different	
  
category	
  or	
  doing	
  nothing	
  at	
  
all!	
  
Their Competitive
Assets:
Their Competitive
Liabilities
Their Competitive
Assets:
Their Competitive
Liabilities
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
BRAND	
  IMAGE	
  ASSESSMENT	
  
§  This	
  assessment	
  focuses	
  
on	
  how	
  your	
  brand	
  is	
  
perceived	
  by	
  your	
  
customers,	
  employees	
  and	
  
other	
  important	
  
stakeholder	
  groups.	
  	
  
§  If	
  you	
  don’t	
  have	
  recent	
  
research	
  or	
  insights	
  to	
  
inform	
  this	
  assessment,	
  
it’s	
  a	
  good	
  idea	
  to	
  get	
  
them	
  rather	
  than	
  assume	
  
you	
  know.	
  	
  
12	
  
Brand Assets:
Brand Liabilities
How in-sync
are customer
perceptions
with company
positioning?
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
3-­‐CIRCLE	
  BRAND	
  ASSESSMENT	
  FRAMEWORK	
  
§  All	
  of	
  this	
  informaPon	
  
is	
  summarized	
  in	
  the	
  
3-­‐Circle	
  Assessment.	
  
This	
  framework	
  helps	
  
disPnguish	
  what	
  is	
  
disPncPve	
  about	
  your	
  
brand	
  from	
  what	
  is	
  
shared.	
  	
  
§  It	
  is	
  a	
  decepPvely	
  
simple	
  and	
  powerful	
  
way	
  to	
  organize	
  a	
  lot	
  
of	
  disparate	
  
informaPon	
  and	
  make	
  
brand	
  strategy	
  
implicaPons	
  apparent.	
  
13	
  
Potential
Differentiators
Vulnerabilities
Tablestakes
Brand Strengths
Competitor
Strengths
Shared traits that are
important to customers, the
“must haves” or “points of
parity”
Ideas or traits that are important to
customers and unique to the brand
Ideas that are unique
to competitors and
important to customers
Customer	
  Needs	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
Potential
Differentiators
Our
Vulnerabilities
Tablestakes
Points of Parity
(Category Benefits)
• 
• 
• 
• 
Consumer Wants &
Needs
• 
• 
• 
• 
• 
• 
• 
Competitive Brand
Differences
• 
• 
• 
• 
• 
• 
• 
Consumer	
  Needs	
  Brand Strengths
Competitor
Strengths
Potential Brand
Differences
• 
• 
• 
• 
• 
• 
• 
AT	
  THIS	
  POINT	
  YOUR	
  AUDIT	
  MIGHT	
  LOOK	
  LIKE	
  THIS….	
  
14	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
BRAND	
  ASSET	
  INVENTORY	
  
§  The	
  final	
  step	
  is	
  to	
  inventory	
  the	
  intellectual,	
  verbal	
  and	
  visual	
  assets	
  of	
  the	
  brand.	
  
What	
  are	
  your	
  strengths?	
  What	
  new	
  assets	
  should	
  be	
  developed?	
  	
  
15	
  
Brand Asset Inventory Asset Description
Assessment
(Memorability, Relevance,
Uniqueness)
Logo/Trademarks, Patents &
Protected Innovations or Features
Core Competencies & Industry
Distinctions
Brand Perceptions/Associations
Ongoing campaigns or campaign
elements
Testimonials/Cases
Sponsorships/Partnerships/
Endorsements
Characters, Slogans, Tagline
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
KEY	
  TAKEAWAYS	
  
n  A	
  brand	
  audit	
  organizes	
  key	
  informaPon	
  to	
  make	
  strategic	
  
implicaPons	
  about	
  target	
  segment	
  needs,	
  frame	
  of	
  reference,	
  
potenPal	
  differenPators,	
  vulnerabiliPes	
  and	
  points	
  of	
  parity	
  
clear.	
  	
  
n  Brand	
  audits	
  reflect	
  the	
  perspecPve	
  of	
  the	
  company	
  and	
  its	
  
stakeholders.	
  
n  Several	
  frameworks	
  are	
  helpful	
  in	
  conducPng	
  a	
  brand	
  audit	
  
n  Customer	
  Assessment	
  
n  3-­‐Circle	
  Assessment	
  
n  Brand	
  Asset	
  Inventory	
  
1.16	
  16	
  
BRAND	
  AMPLITUDE,	
  LLC	
   	
   	
   	
   	
   	
   	
   	
  	
  	
  	
  	
  	
  	
   	
  	
  AUGUST	
  2015	
  
HOW	
  WE	
  CAN	
  HELP	
  
ü Audit	
  your	
  brand	
  to	
  idenPfy	
  gaps	
  and	
  opportuniPes	
  	
  
ü Generate	
  ideas	
  for	
  closing	
  the	
  gaps	
  
ü Develop	
  a	
  compelling,	
  energizing	
  brand	
  idenPty	
  and	
  audience-­‐specific	
  posiPonings	
  
that	
  align	
  with	
  the	
  idenPty	
  
ü Measure	
  and	
  track	
  your	
  brand’s	
  health	
  over	
  Pme	
  
Judy	
  Hopelain	
  
@judyhopelain	
  
judy@brandamplitude.com	
  
Carol	
  Phillips	
  
@carol_phillips	
  
carol@brandamplitude.com	
  
17	
  

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How to Conduct a Brand Audit 080715

  • 1. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   CONSUMER INSIGHTS FOR SUSTAINING BRAND RELEVANCE Copyright © 2015 Brand Amplitude LLC All Rights Reserved – May Not Be Reproduced Without Permission HOW TO CONDUCT A BRAND AUDIT Carol Phillips & Judy Hopelain August 2015
  • 2. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   CONTENTS   §  What  is  a  Brand  Audit?   §  Helpful  Frameworks   §  How  to  Apply  the  Frameworks     1
  • 3. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   WHAT  IS  A  BRAND  AUDIT?   2 §  A  Brand  Audit  describes  and   evaluates  the  current  state  of  a   brand  and  its  effecPveness  in   achieving  a  company’s  business   objecPves   §  This  assessment  is  the  first  step  in   brand  strategy  development.     Note: While we refer to company throughout, the process works equally well for other types of organizations and brands.
  • 4. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   WHY  CONDUCT  A  BRAND  AUDIT?   3   “A brand audit requires understanding the sources of brand equity from the perspective of both the firm and the consumer. From the perspective of the firm, what products and services are currently being offered to consumers and how are they being marketed and branded? From the perspective of the consumer, what deeply held perceptions and beliefs create the true meaning of brands and products?” – Kevin Keller, Strategic Brand Management §  A  Brand  Audit  reveals  a  brand’s  true  posiPon  and  meaning  to  its  stakeholders.  
  • 5. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   HOW  AUDITS  ARE  USED   §  Assess  how  well  the  brand  delivers   against  company  objecPves     §  IdenPfy  customer  wants,  needs,  and   trends  at  the  category  level     §  Inventory  and  categorize  brand  porXolio   elements  and  assets  (trademarks,  sub-­‐ brands,  logos,  taglines)     §  Evaluate  the  brand’s  current  image  (how   it  is  perceived  by  customers  and  other   key  stakeholders)     §  IdenPfy  potenPal  sources  of   differenPaPon,  tablestakes,   vulnerabiliPes     4 USED  FOR:   §  Diagnosing  brand  strengths  and   idenPfying  potenPal  vulnerabiliPes   or  shortcomings.     §  Developing  value  proposiPon,   idenPty  and  posiPoning.     NOT  USED  FOR:   §  CompePPve  benchmarking   §  Brand  tracking   §  Brand  health  assessment   Brand Audits…
  • 6. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   BRAND  AUDITS  ORGANIZE  INFORMATION   n  Brand  audits  take  many  forms  –  there  is  no   single  magic  format.     n  Regardless  of  the  form  your  audit  takes,  the   perspecPve  is  always  that  of  the  company   and  how  the  brand  supports  its  overall   objecPves.     n  To  complete  a  brand  audit,  you  will  need  to   first  idenPfy  your  best  informaPon  sources.     1.5  5 n  As  with  a  SWOT  analysis  or  financial  audit,    a  brand  audit  organizes  and  disPlls   criPcal  company  informaPon  to  make  it  easier  to  digest  and  recognize  strategic   implicaPons.  
  • 7. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   TYPES  OF  INFORMATION  REQUIRED   §  InformaPon  for  a  brand  audit  o_en  exists  outside  of  markePng,  so  be  sure  to  ask  your   colleagues.     6   Corporate  InformaAon     •  Company  mission,  vision   and  values  statements     •  Financial  performance   and  trends  (e.g.,  revenue,   profits,  margins)     •  Customer  service  records     •  Patents  and  other   intellectual  property     Industry  InformaAon   •  Third  party  research  about   the  compePtors  in  your   industry  (e.g.,  financial   analysts,  syndicated  market   research,  government   agencies,  industry   associaPons)     •  Your  company’s  own  research   studies  (e.g.,  tracking   research,  focus  groups)     MarkeAng  InformaAon •  Current  and  past   adverPsing  and   promoPonal  collateral  for   your  brand  and   compePtors  (within  and   beyond  your  specific   category)     •  Social  media  reports  and   conversaPon  analyses      
  • 8. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   §  Once  you  have  idenPfied  the  best  informaPon  sources,  the  next  step  is  to  organize  the   most  relevant  informaPon  into  four  categories.     GETTING  STARTED   7   §  Next,  describe  and  evaluate  the   current  state  of  the  brand  by   idenPfying  within  each  of  the   four  informaPon  categories:   §  The  assets  that  can  be   leveraged   §  Any  liabiliPes  or  issues  that   need  to  be  addressed  or   miPgated      
  • 9. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   8   IN  OUTLINE  FORM,   YOUR  AUDIT   MIGHT  LOOK  LIKE   THIS…         YOU  MIGHT  WANT   TO  USE  THE   TEMPLATE  THAT   FOLLOWS  TO   PRESENT  IT  
  • 10. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   COMPANY  ASSESSMENT   §  The  company  assessment   focuses  on  the  capabiliPes  and   competencies  required  to   deliver  what  customers  need   and  how  you  measure  up.  What   do  you  do  well?  Where  do  you   need  to  improve?     §  This  assessment  highlights  your   strengths  and  liabiliPes  as  an   organizaPon,  not  as  a  brand.       9   How well does the brand support the long-term growth strategy of the business? How effectively does it leverage the organization’s competencies? Assets: Liabilities:
  • 11. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   CUSTOMER  ASSESSMENT   §  The  most  important   informaPon  at  this  stage  is   understanding  what  drives   customer  choice  at  the   category  and  brand  levels.     10   How compelling and valuable is the brand to users? How well does it resonate with its target audience? Customer Assessment Segment 1 Segment 2 Demographic description (e.g., age, gender, education, income,) Relevant interests and psychographics Current customer needs (category decision drivers) Brand decision criteria and barriers Emerging customer needs (trends) §  Aim  to  understand  what   customers  are  trying  to   accomplish  in  their  lives.   Look  beyond  the  obvious   funcPonal  benefits  to  how   they  want  to  feel  or  be   seen  as  a  result  of  their   choices.  
  • 12. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   MARKET  ASSESSMENT   11   Their Competitive Assets: Their Competitive Liabilities Competitive AssessmentHow unique is the brand relative to competitors? How well does the brand take market dynamics into account? §  The  compePPve  frame  of   reference  may  not  be   obvious.  Think  like  a   customer,  what  do  they   think  are  their  alternaPves?     §  The  compePPve  set  may  be   direct,  like  other  providers  of   the  same  product  or  service,   or  indirect,  like  a  different   category  or  doing  nothing  at   all!   Their Competitive Assets: Their Competitive Liabilities Their Competitive Assets: Their Competitive Liabilities
  • 13. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   BRAND  IMAGE  ASSESSMENT   §  This  assessment  focuses   on  how  your  brand  is   perceived  by  your   customers,  employees  and   other  important   stakeholder  groups.     §  If  you  don’t  have  recent   research  or  insights  to   inform  this  assessment,   it’s  a  good  idea  to  get   them  rather  than  assume   you  know.     12   Brand Assets: Brand Liabilities How in-sync are customer perceptions with company positioning?
  • 14. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   3-­‐CIRCLE  BRAND  ASSESSMENT  FRAMEWORK   §  All  of  this  informaPon   is  summarized  in  the   3-­‐Circle  Assessment.   This  framework  helps   disPnguish  what  is   disPncPve  about  your   brand  from  what  is   shared.     §  It  is  a  decepPvely   simple  and  powerful   way  to  organize  a  lot   of  disparate   informaPon  and  make   brand  strategy   implicaPons  apparent.   13   Potential Differentiators Vulnerabilities Tablestakes Brand Strengths Competitor Strengths Shared traits that are important to customers, the “must haves” or “points of parity” Ideas or traits that are important to customers and unique to the brand Ideas that are unique to competitors and important to customers Customer  Needs  
  • 15. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   Potential Differentiators Our Vulnerabilities Tablestakes Points of Parity (Category Benefits) •  •  •  •  Consumer Wants & Needs •  •  •  •  •  •  •  Competitive Brand Differences •  •  •  •  •  •  •  Consumer  Needs  Brand Strengths Competitor Strengths Potential Brand Differences •  •  •  •  •  •  •  AT  THIS  POINT  YOUR  AUDIT  MIGHT  LOOK  LIKE  THIS….   14  
  • 16. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   BRAND  ASSET  INVENTORY   §  The  final  step  is  to  inventory  the  intellectual,  verbal  and  visual  assets  of  the  brand.   What  are  your  strengths?  What  new  assets  should  be  developed?     15   Brand Asset Inventory Asset Description Assessment (Memorability, Relevance, Uniqueness) Logo/Trademarks, Patents & Protected Innovations or Features Core Competencies & Industry Distinctions Brand Perceptions/Associations Ongoing campaigns or campaign elements Testimonials/Cases Sponsorships/Partnerships/ Endorsements Characters, Slogans, Tagline
  • 17. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   KEY  TAKEAWAYS   n  A  brand  audit  organizes  key  informaPon  to  make  strategic   implicaPons  about  target  segment  needs,  frame  of  reference,   potenPal  differenPators,  vulnerabiliPes  and  points  of  parity   clear.     n  Brand  audits  reflect  the  perspecPve  of  the  company  and  its   stakeholders.   n  Several  frameworks  are  helpful  in  conducPng  a  brand  audit   n  Customer  Assessment   n  3-­‐Circle  Assessment   n  Brand  Asset  Inventory   1.16  16  
  • 18. BRAND  AMPLITUDE,  LLC                                AUGUST  2015   HOW  WE  CAN  HELP   ü Audit  your  brand  to  idenPfy  gaps  and  opportuniPes     ü Generate  ideas  for  closing  the  gaps   ü Develop  a  compelling,  energizing  brand  idenPty  and  audience-­‐specific  posiPonings   that  align  with  the  idenPty   ü Measure  and  track  your  brand’s  health  over  Pme   Judy  Hopelain   @judyhopelain   judy@brandamplitude.com   Carol  Phillips   @carol_phillips   carol@brandamplitude.com   17