| Brand Audit |

Spring is almost here, and you should be planning how you want to make your business thrive in 2024. But, hey, that sounds pretty overwhelming. You already have so much to manage as a small business owner, so do you know what to invest in? Well, I’ve got you. In this new series, Planting What Your Brand Needs, I will recommend some metaphorical seeds that you should plant to have a bountiful year in business.

So, for part one, I want to introduce a very manageable, entry-level seed that will give a big harvest: A brand audit.

Knowing your strengths and weaknesses will empower you to use your energy where it matters most... you will see your brand awareness, sales, and audience grow.

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First, let’s tackle what a brand audit is…

Every designer offers a different version of this, but you can usually expect a thorough breakdown of your brand presentation, social media, website, and brand strategy. For me, I love to really dig in and identify your strengths and weaknesses in all of these areas so you can truly highlight what makes you unique while also adjusting the areas where you’re faltering.

My process usually begins with a client purchasing the service here, then I send the audit questionnaire for the client to work through. This part is very important as it allows me to truly grasp where my client’s business is, and the pain points they’re experiencing. Oh, and a warning: my clients get as much out as they put in, so it’s best to really dig into each question and thoroughly answer them. Next, based on the information given, I dive into every touch point of my client’s business. I uproot everything that is plaguing them and define what’s helping them thrive authentically. I then compile all of my findings into a comprehensive document and send it off with a recorded presentation so my clients can truly understand my thoughts and tailored remedies for their brand.

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Second, how do you know you need a brand audit?

So, you know what a brand audit is, but when should you invest in one? Well, there are a number of ways to know, but the two loudest signs are that your business is losing (or never had) traction and there’s a clear disconnect between you and your audience.

This can look like…

• Your audience does not understand the product/services you provide and how it enriches their life/business.
• People are not interacting with your content, meaning they aren’t resonating with what you are putting out.
• You have plenty of website visits but not many sales, meaning your website isn’t converting.
• You have great products, but people just aren’t buying them.
• Or, if you’re a smaller business, you are struggling to gain recognition despite being at this for a while. This usually means you have an undefined voice and strategy.
• and lastly… you just know in your gut that you could be doing better, but you feel overwhelmed with it all and need some professional, tailored, and objective help.

Those are just a few, but you get the idea. Essentially, If you feel like running a business is like moving through quicksand, it’s time for a brand audit.

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Third, how will a brand audit help me + how to invest?

Now that we’ve tackled what a brand audit is and when to invest in it, let’s discuss how it will help your business and the options you have available to you. To preface, there are many more pain points that you could be experiencing in your business than what was listed above; running a business is difficult, and each journey is unique. But, I think we all strive for three basic things as business owners: 1. to make enough money to meet our standards of living (luxury or just comfortable), 2. to make a change in a community or industry, and 3. to have independence and control in our career. I’m sure there are more reasons, but those are the big three I most often see.

So, you may ask yourself, how can a brand audit help me reach all of these goals and more? Well, it’s simple: gaining guidance from an objective, professional source gives you a clear game plan and road map for your business moving forward. Knowing your strengths and weaknesses will empower you to use your energy where it matters most, and if you apply everything correctly, you will see your brand awareness, sales, and audience grow. Yes, it will take time, but it can be the difference between spending several months to reach a goal v.s. a year or more.

If you’re feeling like you’re ready to stop wondering in the dark with your business and invest in a brand audit, you can check out my brand audit here and schedule one here. There are also many other designers that offer brand audits, so find one that resonates with your business, industry, and goals. I hope that if you’re feeling lost and directionless, you decide to invest in yourself and your business to truly flourish with authenticity and confidence.