Create a brand audit template
1. Create a place to store the results of your audit, like a simple spreadsheet that allows you to compare your brand to competitors’ on a feature by feature basis.
Using Google Sheets will allow you to easily share the results of your audit and collaborate with others during your audit. Set up your spreadsheet as a table with your brand and competitor brands as columns and rows representing specific elements of each brand you want to audit and compare.
2. Add rows for each brand's marketing materials and assets by type, considering online and offline assets.
Include fields for common print marketing assets and collateral, such as: Brand identity: logos, color palettes, types of imagery used, the overall brand voice and tone used Website presence: size of website, types of content present, overall style Social media presence: what accounts does the brand maintain? How frequently do they post content? Offline presence: does the brand send physical catalogs or mailers? Does the brand exhibit at certain trade shows? Other: leave space for your auditors to list other things they notice about each brand.
3. To gauge each brand’s public reputation, add rows for the auditor to track reviews, press mentions, and other third-party information.
Reviews and commentary by 3rd parties are just as important as what a brand says about itself. Find online reviews, press mentions, blogs, and other mentions of the brand by searching the brand name + news, reviews on Google.
4. Insert rows for Customer Service and Customers to capture customer experience insights.
Include a table under Customer Service that allows the brand auditor to list types of customer service data reviewed and findings. Include a two-row, three-column table beneath the Customers field. The top row headers should be: Former Current Prospective Leave enough space under each header to include insights about each customer category.