We live in a marketplace that is always changing. Over time our competitors, customer values, products and services change. Customer perceptions also change. Is your brand relevant in today’s marketplace? Has it been reviewed since you started the company?
Often business owners don’t realise the potential of a rebrand or repositioning until they see a comparison between how they currently represent themselves and how they could represent themselves with a new vision. A design audit provides a great opportunity to assess the strength of your brand and identify the gaps between how you want your business represented compared with the reality of your customer’s perceptions and attitudes. Successful companies assess their brands over time in order to stay on track and to keep their appeal for their market.
How do people perceive and experience your brand? They may have a different understanding of your brand than you intended. The market is always changing and what was relevant five years ago may not be relevant today. Are you sending out the right message to your customer?
We evaluate your existing marketing and promotional material and other communications against your vision and mission. We compare what you say about your company to how you visually represent your business. Is there a gap in communication? What is the gap? How can your image express your business more effectively in today’s market?
How do you visually compare to your competitors. Do they look more credible, more professional, more engaging? What is working for them? How can you improve your brand but still be seen as different to your competitors?
We engage with key management and staff to capture internal perceptions and compare these to the current customer perception and satisfaction.
Often the photography used for branding is very dated and lacks excitement. During the brand audit, when a business sees a comparison of current shots against what is possible with a new, dynamic and engaging direction they truly understand the importance of great photography. Again, your use of imagery needs to match the vision for the company.
It is very beneficial to understand how you compare to international companies. Great ideas and opportunities can arise from researching overseas businesses in the same or similar space.
We assess how your company is positioned in the market in terms of your point of difference and how you convey this.
In the final stage of the audit process we present recommendations on ways to improve your brand, marketing gaps, overlooked opportunities and ways to be more relevant in today’s market.
If you would like further information or a quote on a design audit, please call us on 9329 3888.