Brand audit: what you measure and what decisions you can make
A brand audit sets side by side what the organisation wants to convey, what it actually publishes and what the customer understands. In ACM, these sources become comparable profiles on the same scale of 12 archetypes. The differences between them show what should be kept, clarified or changed, and every conclusion points to the materials it rests on.
When a brand audit is worth doing
Before a repositioning, when your channels say different things, or when the team and the customers describe the same brand differently. Start with a concrete question: what do we want to find out, and what decision will we take depending on the result?
What you prepare
Choose the brand, the category and the period under analysis. Gather the materials published in that period: website pages, posts, ads and other relevant touchpoints. Invite the leadership to describe the brand and decide who will code the materials. For the market perspective you also need customer responses, collected separately.
What you get in the platform
The profiles of the sources you have collected data for, the comparison between them and the materials the interpretation is based on. You can record decisions with owners and deadlines, then compare a later measurement. The result depends on the data entered; a missing perspective stays visible as missing.
You can start with the internal audit
You start with the leadership's statements and the brand's materials. Later you add customer perception and the category's expectations. An internal audit cannot tell you on its own how the market sees you; for that you have to ask the market.
Example result
Open the Nord Atelier demo to see what the profiles, comparisons and decisions look like. The demo uses fictitious data, marked as demonstration data; it is an example of use, not proof of a commercial result.
What it costs and how long it takes
To request an assisted audit, send the brand, the objective, the channels and the period you have in mind. Ask for confirmation of availability, deliverables, duration and cost before work begins. This page does not show a standard price or timeframe, because the volume of materials and the collection of responses vary from one project to another.
Discuss your brand audit
In your message, include the website address, the audit’s objective, the channels to analyse and the period you want.
The button opens your email app; you check and send the message yourself.
FAQ
Does the brand audit include a redesign?
The measurement identifies differences and supports decisions. Producing a visual identity, campaigns or a new website has to be agreed separately.
Can I see an example without an account?
Yes, the platform demo is available without an account. To work with your own brand, you need an account and access to the brand.
Is it the same as an archetype test?
The archetypal profile is one part of the work. The audit compares sources and documents the differences between intent, communication and perception.