A brand audit is another way to identify the sources of brand equity for your business. No matter which type of business you wish to create or have created in the pet industry, performing a brand audit is a must. This is where we perform a deep analysis of the brand’s current marketing position and customers’ perception of it and identify areas for improvement through a SWOT analysis. Several steps can go into a brand audit, and every company will have different results depending on when the audit is performed and the segment of the industry the brand is in. This will allow us as marketers to examine sources of brand equity, brand health, and ways to improve or leverage that equity. An example of a pet industry brand audit is this one for Petco.
Brand Inventory
This step involves evaluating the clarity and consistency of the brand’s messaging across various platforms and analyzing its position relative to its competitors. From a marketing perspective, you need to know how all the products and services are marketed and branded, including visual and written formulas. The goal is to make sure there is consistency with the brand positioning and mantra so that the brand identity stays consistent across all channels.
Brand Exploratory
In this step, we measure customer perception, loyalty, and satisfaction with our brand. We need to identify consumers’ thoughts, feelings, and actions towards our brand. This can be done by reviewing previous studies or conducting qualitative and quantitative research as necessary. Knowing these results will allow us to understand our brand image from the customers’ perspective.
Having the information gained from doing a full audit of a brand allows businesses in the pet industry to take an in-depth look at how well the brand is aligning with industry trends, customer needs, and short or long-term business goals. Performing regular audits can ensure that a brand remains competitive and relevant in a constantly evolving industry like ours.
Did you enjoy this post? Read about successful brand growth through marketing communication channels in my last post!”
