Every company possess at least one brand, even if it's only its own name. That name becomes a shorthand for the entirety of consumers' knowledge of the company and a focus for their opinions and expectations about it and from it. Brands are created in minds of customers. While brand / marketing professionals can't control the process and image that gets created in customers' minds, they can influence the process. Consumers form their views from a wide variety of factors: what the product is, how they feel about it, "added value" they get, how it looks, smells, tastes. Opinions will get formed on how consumers were treated during the purchase, but also service, how complaints were dealt with. Consumers' sense of product relevance and value will be affected by the reactions of those surrounding them and by the sorts of other people they see using it.
Brand Audits or Brand Management Audits are done to highlight the gaps between brand / marketing professionals plans and expectations and, well, the reality.
Opinions and expectations of consumers are increasingly get created by and through digital means, since most, if not all of first customers' interactions with your brand are done via digital. As a share of digital in interactions between people and brands is increasing, I wonder what and how you could audit, measure, analyse the gap between your digital plans and your digital brand.
Digital Brand Audit should uncover how your digital claims compare to your digital facts.
Digital Brand Discussions is a series of articles that discuss, debate and elaborate on topics related to Brand - theory, practice, management and Digital - in the broadest sense of the word. And mixture of those two. Starting with articles from April 2016, I covered both basic topics such as "What is a Digital Brand" and "Why should your Brand be a Digital Brand" but also more strategic such as "Digital (as) Brand Equity Building Tool" and organizationally-oriented such as "The conflict of Brand and Digital in matrix HQs". Full list of articles on Digital Brand you can find here. This time I wanted to tackle the topic of Audit of Digital and its role in Brand Management Audit.
Without going into the process of how you do a Brand Management Audit, I will mention that some available models to work / analyse your brand and management practice start with the view of the brand - Brand as a Business, Brand as Fund of Goodwill, Brand as a Repository of KnowHow, Brand as a Realizable Asset.
Questions about consumers' needs should include / uncover also their digital needs and expectations that make a certain brand especially relevant to them. Try to isolate digital attributes that are seen as 'value adding' to consumers and connected to the presence of a brand's identity.
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