Brand image audit – what is it and what does it involve?

A brand image audit is a process that allows organisations to understand how they are perceived by different groups of people. It also allows them to analyse different aspects of their communication and offers tips for optimising their marketing strategy.

From this article you will learn:

• What is a brand image audit?
• What is the relationship between a brand image audit and PR?
• How does a brand image audit affect employer branding?
• Why do companies conduct brand image audits?
• How to conduct a brand image audit?
• What influences the costs of an image audit?
• What can be gained from a brand image audit?

Brand image audit – definition

Brand image is the set of perceptions and emotions that customers and other stakeholders manifest towards a particular brand. A brand image audit is a structured process of analysing and assessing all the elements that influence how a brand is perceived by consumers, business partners and other stakeholders. It allows you to understand what the current brand associations are, which elements of the brand image are strong and which need improvement. As a result, gaps between the desired and actual brand image can be identified, allowing specific corrective or improvement actions to be introduced.

A brand image audit is a systematic analysis of the perceptions of a brand by different stakeholder groups, with the aim of identifying strengths and weaknesses and developing recommendations for improvement.

Definition of an image audit.

Once all this data has been collected and analysed, the results are usually summarised in the form of a report, which may include recommendations for actions to help improve the brand image. A brand image audit is often the first step in the process of restructuring or improving brand strategy and communication.

Brand image audit versus PR

A brand image audit and Public Relations activities are two sides of the same coin, which is reputation building and management. An audit provides information about how a brand is perceived by different audiences, which is crucial for effective PR activities aimed at shaping public opinion about a brand. The results of an audit can indicate which aspects of a brand’s image are strong and which need improvement. PR activities can then be targeted to strengthen weaker areas.

An audit can also reveal deficiencies in the consistency of a brand’s messages across different platforms and forms of communication, and PR activities can help to restore this. The results of a brand image audit are often used to plan PR strategies. For example, if it reveals that a brand has a problem with being perceived as green, PR activities can focus on promoting the sustainability efforts of the company.

An image audit can also identify potential reputational risks, enabling better preparation for crisis situations. This knowledge is extremely valuable for PR activities, which often include crisis management. Both processes use different metrics and indicators to measure the effectiveness of activities. After PR activities have been carried out, another image audit can be performed to measure how these activities have affected brand perception. The results of the audit can also indicate which content is most valuable to the audience and which communication channels are most effective.

Brand image audit versus employer branding

A brand image audit and employer branding can be conducted independently, but their results are often complementary and influence each other. For example, if a brand image audit reveals that a company is perceived as socially irresponsible, this can also affect its attractiveness as an employer. Also conversely, if a company has strong employer branding, promoting its corporate culture, values and employee benefits, this can enhance its image in the eyes of consumers.

A brand image audit can also provide valuable information to help improve your employer branding strategy. It can reveal which elements of the organisational culture in a company are most valued by employees and which are consistent with the overall brand image. These can be used to create consistent and effective internal and external messages.

Reasons for a brand image audit

A brand image audit is the process of assessing and analysing how a brand is perceived by different stakeholder groups, such as consumers, employees or business partners. There are many reasons why companies choose to conduct such an audit:

• It helps to understand how the brand is perceived in the eyes of the audience and identifies which aspects of the image are strong and which need improvement.
• It can reveal whether brand communication is consistent across platforms and media, which is key to building a strong brand.
• It can help identify weaknesses in a brand’s image, which can negatively impact reputation and financial performance.
• If a company has invested in advertising or PR campaigns, a brand image audit can assess how these have affected brand perception.
• The results of the audit are often used in planning marketing and PR strategy.
• An audit can also be used as a tool to identify potential reputational risks.
• In the case of organisational changes (mergers or rebranding), a brand image audit can help identify how these may affect the company’s image.
• An image audit helps to identify how a brand is perceived in comparison to others, what can be applied to make it stand out in the market.
• It identifies customer needs, which will contribute to a better product or service offering.
• Markets are dynamic and always subject to change. A brand image audit can help a company adapt to new trends or changes in consumer behaviour.

Carrying out a brand image audit

The scope of a brand image audit can vary depending on the objectives a company has for the process, as well as the specifics of its business and market needs. Here are some aspects that are often taken into account when conducting a brand image audit

Defining objectives and selecting a team

The first step is to clearly define the objectives of your brand image audit. Consider whether you are interested in a broad analysis or whether you want to focus on specific aspects, such as your social media presence or the quality of your customer relationships.

Then select the team responsible for carrying out the audit. This could be your communication or marketing department, but you could just as well choose to work with external specialists. A well-chosen team and clearly defined objectives are the foundation of an effective audit.

Data collection and analysis

Once you have identified the objectives and those responsible for conducting the brand image audit, the data collection process begins. This is the longest and also the most arduous stage of the whole process, as the scope of an image audit can be extremely wide. The following tools are used in this part:

• Analysis of communication materials – an examination of the consistency and effectiveness in building the brand image of various forms of communication, such as the website, advertising materials, social media profiles or press releases.
• Public opinion research – analysis of opinions from, among other things, product reviews, social media comments or press articles.
• Surveys and interviews – direct surveys with customers, business partners or employees can provide valuable information about their perception of the brand.
• Competitor analysis – determining how a brand is perceived compared to others helps to identify its unique characteristics and areas for improvement.
• Internal analysis – this examines how the brand is perceived by employees and others associated with the organisation.
• Threat identification – involves analysing potential threats, such as negative reviews or competitors’ actions.
• Assessing campaign effectiveness – examining the impact of the campaign on brand image and the achievement of set objectives.

Based on the data collected, a SWOT analysis can be carried out, which identifies the strengths and weaknesses of the brand, as well as identifying threats and opportunities. The data is also analysed for its alignment with the brand’s communication strategy or stakeholder perceptions of the brand.

Metrics and indicators

Establishing KPIs is a key part of the brand image audit process. In the case of a brand image audit, these may include, but are not limited to:

• level of social media engagement,
• customer satisfaction survey,
• tracking changes in brand perception,
• Net Promoter Score,
• conversion rate,
• number and quality of reviews and testimonials,
• number of media mentions.

With these indicators, you will be able to systematically assess whether the actions you are taking are improving your image.

Preparation of strategy and recommendations and presentation of results

The brand image audit should conclude with a set of recommendations and strategies issued on the basis of the analysis of the collected data. The recommendations constitute a concrete action plan that will help to further shape a positive brand image. They may include changes in communication, the introduction of new marketing campaigns or even a revision of products and services to better meet stakeholder expectations.

The results of the brand image audit, along with recommendations, are presented to the company’s board or owners. This not only informs them of the current state of the brand image, but can also serve as a mobilisation for concrete action. Implementing the recommendations often requires a joint commitment and understanding of the objectives by all units in the organisation.

Implementation of recommendations and strategy monitoring

On the basis of the audit results and recommendations, the company takes concrete, diverse actions – from changes to the communication strategy, to the introduction of new marketing campaigns, to the adjustment of the product offering. Implementation of the recommendations requires coordination between the various departments of the organisation and measurement of the effects using pre-established indicators.

Once the changes recommended in the audit have been implemented, they need to be continuously monitored and evaluated. This makes it possible to check whether the measures introduced have had the desired effect. Based on the results, the branding strategy can be adjusted according to needs and circumstances.

Costs of a brand image audit

The costs of a brand image audit depend on various factors, including:

• the scope,
• the tools and technologies used
• the team involved,
• possible cooperation with external experts,
• the length of the audit.

Conducting an audit yourself gives you more control over the process and may reduce costs, but at the same time you may be concerned about a lack of objectivity and access to specialised tools. Outsourcing an audit to an external company can address these concerns, but tends to be more expensive and gives less control over the process. The choice depends on individual needs, available resources and company objectives.

Benefits of a brand image audit

Conducting a brand image audit allows you to understand how your brand is perceived by customers, employees and business partners. It makes it easier to identify strengths and weaknesses in your communication and product offering.

The audit also enables you to plan and implement strategies to improve your corporate image. Not only does it increase the level of trust among existing customers, but it can also attract new ones. In addition, the audit results can serve as a basis for measuring the effectiveness of future communication and marketing activities, which contributes to better resource and budget management.