Brand Audit Basics

Why this matters

A brand audit is the diagnostic that tells you where you actually stand before you invest in where you want to go. Without it, brand spending is directional at best and counterproductive at worst — you may be reinforcing a perception you're trying to escape.

Try it yourself

1. Conduct a 30-minute brand audit on your own product: collect your homepage headline, three customer reviews, and one competitor comparison. Write one sentence on the single most consistent perception across all three sources.
2. Find a brand audit template from a reputable source (Nielsen, Prophet, or Interbrand) and map each section to a data source you could realistically access within a week without a research budget.
3. Set a 'brand audit reminder' for 90 days from today, and define the three metrics you will track between now and then (e.g. NPS, review sentiment, share of voice in a specific keyword cluster).

References

• https://www.prophet.com/thinking/brand-audit-guide/