The Audit

Time to hold up a mirror. In the process my firm applies to product brands, the first step is the audit. For people brands, it’s taking stock of yourself. Assessing who you are.

When we complete an audit for brand clients, we assess the company and product in depth from customer surveys through to reviewing every aspect of their front-facing outreach like website, brochures, store experience. We speak to employees. We interview customers. What makes it a success? Or future success. What does the competitive field look like?

The idea is to have multiple lenses in which we are viewing the brand. It’s looking at the brand from every direction. Inside, outside, all around. We do this because a singular look at a brand is not enough ...

Get Telling Your Story, Building Your Brand now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.