Audit your brand
1. Compile vision and mission statements, brand documents, and your strategic marketing plan. Use these to develop a statement about what your brand is. Talk to your marketing team and stakeholders to see if they agree.
Ask how they would describe the brand, what is the brand’s vision, what problem does the brand solve for customers, what one thing would they do to improve the brand. If they struggle with this, they are unable to convey it properly to customers.
2. Assess your current external marketing materials including business logo, brochures, sales sheets, product packaging, print advertising, and business cards. If you have been using the same designs for years, consider a redesign and refresh of fonts and colors that attracts the customer’s attention.
3. Verify that your business website, email marketing messages, and online newsletters are up to date and match your physical marketing materials in product descriptions, photos, and promotional offers.
4. Use website analytics to assess where your traffic is coming from, the bounce rate, and the conversion rate.
If traffic is mostly from one or two sources, investigate why the other campaigns are not as successful. If many visitors are leaving right away, optimize the landing page needs to engage them to stay longer. Consider adding more content, links to relevant pages, or promotions. If your conversion rate is falling, investigate the reason – for example, disinterest, price point too high, poor feedback.
5. Review social media analytics and feedback for campaign effectiveness.
How many customers are coming to the site from social media platforms, and how long are they staying? What are customers saying about the brand? Are they satisfied? Are they recommending the brand to others?
6. Survey your customers through focus groups, email surveys, social media polls, and online surveys to measure brand awareness and how your customers perceive you.
Include questions like: Would you recommend the brand to friends and family? How good is our customer service? How can we improve our service? What problem does this brand solve? Is the brand’s price fair?
7. Assess and compare your competitors’ marketing and advertising materials, websites, social media presence, pricing, and customer service ratings.
Compare prices on similar products to ensure you are not pricing too high or too low. Check feedback on their social media sites on what customers have to say about their products and service. Visit their websites to get a feel for how they are engaging their online customers.