Brand Audit Form - 7C Laboratories

BRAND AUDIT DISCOVERY QUESTIONNAIRE

Any design, marketing or branding project should begin with a brand audit. A brand audit consists of a brand inventory and a brand exploratory.

A brand inventory consists of taking count of what brand elements already exists, if it’s worth keeping, and why it exists in the first place. Every element should contribute to company value through brand equity.

A brand exploratory is specific quantitative and qualitative research to determine how consumers perceive your brand. This is where existing brand equity is truly exposed.

Before either of these items occur, we should first determine how your brand came to be, how it got to where it is today, and how the goals of your business, existing marketing strategy and how you want to be perceived in the public will affect what comes next.

Let’s begin.

Name

*Organization

*Phone Number

*Email Address

1. What are the origins of your business and how did it come to be?

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2. What do you like most about your brand currently? What do you like the least?

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3. What is the mission of your company?

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4. What is your vision for the brand? What does your business look like in 3 years? 10 years?

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5. Who are your current customers and how are you solving their problems?

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6. Are your current customers your ideal customers? If not, who is your ideal customer?

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7. Who are your competitors? Who is the top competitor and what do you think they are doing right?

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8. What are the 3 biggest differentiators of your business compared to your competition? What do you think you're doing the best?

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9. How would you want your customers to describe your brand?

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10. What are your favorite brands? Think outside of your industry as well. Do you know what you like about them?

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11. What are the most important touchpoints with your stakeholders? (ie. packaging, store design, website, social media, media coverage etc.)

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12. What does your current marketing strategy and mix look like?

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13. What is working best in your marketing strategy currently? What is working the least?

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14. What performance indicator did you use to determine the previous?

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15. From a marketing perspective, what is the biggest pain-point you've identified?

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16. What has to happen in your marketing program for it to be a success?

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17. Is there anything else you'd like to share with us?

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Thank you for participating in this Brand Audit Discovery Questionnaire. We will be in touch soon.