Behind the Design: Understanding Brand Audits for Successful Branding

There are millions of businesses and companies in the United States that offer a multitude of unique services to meet the needs of customers from all over. The one thing these companies have in common is the need for a brand image.

The Influence of Nike in the Marketing Industry

Brand image refers to the associations that consumers create with a product and how these associations influence buying behavior. A great example is Nike, which has maintained a consistent brand image from the very beginning.

To prove this, I asked a coworker to name three words she associates with the brand Nike. She said “encouraging,” “athletic,” and “motivating.” She also mentioned that the tagline “Just do it” is very inspiring for buyers, encouraging them to achieve success without giving up.

The Need for Brand Audits for Growing Companies

Although many small businesses aspire to have a brand image like Nike’s, achieving this takes time, strategy, and patience. Nike was not established overnight, so it is unrealistic to expect your brand to be widely recognized just by a logo.

Brand audits are strategic and detailed examinations of a brand to align with the business’s goals and the needs of its target audience. Just like car maintenance, it is crucial to assess where a brand stands as it grows in its industry. A brand audit examines both external and internal branding factors.

External Analysis

An external analysis evaluates the elements visible to target audiences and the market. A brand’s visual identity—like its logo, website, media, and content—is important for its success and growth. To be unique in the market, these elements must match the brand image.

When brands lack consistency in elements such as color, font, and design, they risk losing the attention and loyalty of their target audiences. People crave consistency and reliability when trying to trust a brand. If a brand is inconsistent in its appearance, it can drive customers away.

 The Importance of Graphic Designers for Visual Identity

 While a brand is responsible for the image it presents to its target audiences, graphic designers are the ones who make the brand “attractive.”

 The logo, colors, fonts, and media are all created by designers and must remain consistent to build brand loyalty. When a brand isn’t “aesthetically pleasing,” we tend to lose interest. Buyers are more likely to purchase products with nice packaging, even if they are a bit more expensive!

 Graphic designers are the foundation of a brand’s visual identity. Without them, it may be difficult to create a brand that effectively showcases its features and benefits.

Internal Analysis

As the saying goes, "To be beautiful on the outside, we must be beautiful on the inside." Similarly, analyzing internal factors is extremely important for branding.

A brand’s culture and unique selling proposition need to be evaluated to determine if any adjustments are needed to its message and values. It is crucial to maintain a rich culture and strong, consistent values.

This is what defines a brand: its core values. Staying true to the original message while focusing on strengths, and always being open to improvement, will lead to a successful brand image.

 Consistency

By regularly auditing your brand to ensure it is reaching its target goal, a brand can expand and grow its name. The foundation to long-term success is staying motivated and steady within your brand. Whether it be the brand for a company or even yourself.

“Consistency is the foundation of virtue” – Francis Bacon