The Brand Audit Handbook: Our Step-by-Step Guide
How to Perform a Brand Audit: A Step-by-Step Guide to help get you started 🔍
Every brand, no matter how established, needs a refresh every now and then. A Brand Audit helps you take a deep dive into your brand, uncovering the elements that are working, those that need a revamp, and the opportunities you might be missing out on. In a competitive market, staying relevant is key—and a Brand Audit is the first step toward ensuring your business stands out.
At Mertz Design Studio, we regularly help businesses audit their brand with transformative results. But you don’t need to be a big player to start evaluating your brand’s performance. Here’s a step-by-step guide for businesses of all sizes that want to take action today.
Step 1: Evaluate Your Brand’s Core Elements
Start by taking a good, honest look at your current branding. This includes everything from your logo and colors to your messaging and visual assets. Ask yourself the following questions:
- Brand Personality: Does your imagery and tone match the identity you want your brand to have? For example, is your brand supposed to feel modern and edgy, but your visuals look outdated?
- Target Audience: Is your messaging attracting the right people? Has your audience evolved, but your brand hasn't kept up?
- Consistency: Are your brand elements (logo, colors, fonts, and messaging) consistent across all channels—website, social media, packaging, and even emails? Inconsistent branding can confuse potential customers and weaken your presence.
Tip for Small Businesses:
If you find that your branding is inconsistent, start by creating a simple brand guideline document that outlines your key elements: logo usage, colors, fonts, and tone of voice. This will help you stay on track moving forward.
Step 2: Research Your Competitors
Understanding your competition is crucial to standing out. Take a look at what your competitors are doing—both the good and the bad. Here’s how to start:
- What do you admire about their branding? Are they doing something clever that you haven’t thought of?
- What are their weaknesses? Identifying gaps in their approach can help you position your brand to fill those gaps.
- How can you differentiate? Instead of copying what’s working for them, think about how your brand can stand out by offering something different—whether it’s through messaging, product offerings, or visual identity.
Tip for Small Businesses:
Make a list of 3-5 competitors and evaluate them based on their branding, messaging, and customer engagement. Then, brainstorm how you can create a unique value proposition that sets you apart.
Step 3: Look Outside Your Industry
Sometimes the best inspiration comes from brands that have nothing to do with your industry. Explore what other successful companies are doing with their branding. Ask yourself:
- What’s memorable about these brands?
- How do they evoke emotion?
- What can you adapt to fit your own brand?
This can help spark ideas on how to make your brand more compelling, creative, or memorable, without simply replicating what’s already out there.
Tip for Small Businesses:
Create a “brand inspiration” board—this could be a digital Pinterest board or a physical one. Add brands you admire from different industries and take note of why you’re drawn to them. Use this as a springboard for fresh ideas.
Step 4: Conduct a Shelf Check
If your brand has a physical presence, take your product and see how it stacks up against the competition on the shelf. Whether it’s in a store or displayed online, your product needs to catch attention in a crowded space.
- Does it stand out or fade into the background?
- Is the packaging communicating the right message?
- Does it evoke the right emotions? (e.g., premium, approachable, artisanal)
Example: In The Curious Kitchen
At Mertz Design, we worked with In The Curious Kitchen (ITCK) https://inthecuriouskitchen.com on a brand and packaging refresh. The first step was taking an honest look at the packaging as it was. The artisanal quality of ITCK’s products wasn’t coming through, and it wasn’t grabbing attention on the shelf. We also evaluated competitors like McEvoy Ranch to see what they were doing to create “giftable” moments, and used this as inspiration to elevate ITCK’s design.
After thorough research and evaluation, we redesigned their packaging to better align with the brand’s values, creating a fresh look that stands out and reflects the premium quality of their products.
Step 5: Implement the Findings
After gathering all of this information, it’s time to take action. Whether that’s revamping your logo, refreshing your packaging, or fine-tuning your messaging, use the insights from your audit to strengthen your brand across the board.
Tip for Small Businesses:
Start with one or two key areas for improvement, and build from there. It could be as simple as updating your social media presence to reflect a more cohesive brand message, or working with a designer to refine your visual identity.
Final Thoughts
A Brand Audit doesn’t have to be overwhelming, and it’s something that any business can (and should) do regularly. By taking a step back, evaluating your brand honestly, and using these actionable steps, you’ll be well on your way to staying competitive in your market.
Ready to dive deeper? Our team at Mertz Design Studio specializes in brand audits, from strategy to execution. Visit mertzdesignstudio.com to learn more and see how we can help elevate your brand to new heights. And, if you are a small business under $5M in annual revenue, check out www.mertzdesignstudio.com/launchpad to see how we help right size your design services for you!
Kristy Sieve
president
