Sample: Brand audit form
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Sample: Brand audit form
*To use this template, go to File > Make a Copy to edit on your own Drive.
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1. Customers
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Segment 1Segment 2
(if applicable)
Segment 3
(if applicable)
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What customer segments do they appear to be targeting?
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What are the main "unmet needs" that their product will address?
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What motivates them to purchase the product?
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2. Value proposition (overall)
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What is the core value proposition of their product/service that is communicated?
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What are the key messaging/proof points that support the value proposition?
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What are the functional benefits of the product/service?
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What are the emotional benefits of the product/service?
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3. Brand fundamentals
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What are the core associations that they are tying to their brand?
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What are the current strengths of their brand?
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What are the current vulnerabilities of their brand?
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How is the history of their company (the foundation story) connected to their brand?
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What are the main identified values that drive their company?
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How do they work to build a sense of credibility in their brand?
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4. Brand touchpoints
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Channel 1Channel 2Channel 3
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What are the core communication channels they have with their customer?
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What is the main purpose of the channel?
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Compare the main introductory message about what they do/who they are.
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5. Organizational associations (partners)
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Partner 1Partner 2Partner 3
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What organizations do they currently strategically partner with?
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What is the nature of the partnership?
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Is this partnership public-facing?
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If so, where is that partnership communicated to customers?
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