The 6-Pillar Brand Audit
How much do you agree with the below statement about your company?
Achievements are acknowledged and celebrated.
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We have formal reviews to ensure our employee professional development is monitored.
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We use behavioural or psychometric assessments to ensure we're onboarding the right people.
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Motivation is generally high across departments.
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Our employee turnover rate is low.
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Our brand messaging is effectively and consistently implemented.
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Customers understand our brand promise and can easily share it with others.
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We have a brand story to share and often use this narrative.
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We engage content creators to bring our message to life.
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Lines of communication between departments remain open, clear and transparent.
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Our company values are clearly defined and integrated in our day-to-day.
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We position ourselves on what makes us different or how we deliver value.
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We have a yearly budget dedicated to our branding and marketing efforts.
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Our brand guidelines or strategies help us to plan new initiatives.
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We understand how our brand persona (Archetype) impacts the way we market ourselves.
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We deliver similar experiences to people both inside and outside the organization.
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Our customer journey is well defined and understood.
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Formal orientation programs / packages are available for all new hires.
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Customer service is similar across our portfolio, regardless of seasonality or peaks.
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People often say they remember how we 'made them feel'.
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Cross-functional teams work toward a common vision.
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Key drivers and metrics are used to determine how close we are to our branding initiatives.
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Senior leadership cascades information down through appropriate channels.
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Training and professional development programs are offered to our teams.
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Our employees feel safe addressing issues with management.
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Our website and digital platforms accurately reflect our brand personality.
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We nurture community or membership groups to keep our brand voice alive.
How much do you agree with the below statement about your company?
Our shared company drives are organized and methodical.
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We have a well-segmented CRM or database of our existing and potential clients.
How much do you agree with the below statement about your company?
We have dedicated staff to manage our digital presence.
The 6-Pillar Brand Audit
You scored lowest in Culture
Organizational culture is the collection of values, expectations, attitudes, behaviors, and practices that guide and inform the actions of all team members. It dictates how people feel at work.
Effective workplace communication is the ability to exchange information and ideas, allowing any job to be performed more easily. How you say something is often more important than what you actually say.
Corporate identity is how your business presents itself to the outside world, but this is largely shaped by its internal culture and values. The way business happens on a day-to-day may seem like something that only the internal community knows, but this is seldom the case.
Brand experience is the sum of a holistic set of conditions created by a company to influence the feeling a customer has about a particular product or service. Brands known to create experiences often gain popularity because of how they made people feel.
The ability to inspire, influence, or mobilize teams toward common goals that produce results comes with solid leadership. Visionary leadership produces collaborators and life-long ambassadors. Negative leadership creates insubordination. The choice is yours.
You scored lowest in Systems
Systems in business have a defined set of principles, practices, and procedures. These are applied to specific activities, to achieve specific results. It is essentially a way to create a set of shortcuts and formulas that will make sure everything gets done right. Systems can be created for many areas of your business.
YOUR TOTAL POINTS
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Organizational culture is the collection of values, expectations, attitudes, behaviors and practices that guide and inform the actions of all team members. It dictates how people feel at work.
Effective workplace communication is the ability to exchange information and ideas, allowing any job to be performed more easily.
Corporate identity is how your business presents itself to the outside world, but this is largely shaped by its internal culture and values.
Brand experience is the sum of a holistic set of conditions created by a company to influence the feeling a customer has about a particular product or service.
The ability to inspire, influence or mobilize teams toward common goals that produce results comes with solid leadership. Visionary leadership produces collaborators and life-long ambassadors.
Systems in business have a defined set of principles, practices and procedures. These are applied to specific activities, to achieve specific results.
Identifying where an organization scores lowest helps leaders become more intentional about building strategies to support them in these critical areas.
It is important to note that lack of performance in even one of these six pillars can create misalignment and lack of harmony within the entire organization. Left unattended for too long - one pillar crumbles, leaving the others more vulnerable, or creating strain and likely fracture to the ones left supporting the company.
A Brand Audit is a common practice that provides foresight to these mishaps. A brand audit is a diagnostic that evaluates your brand position in the marketplace, its strengths, opportunities, areas of improvement based on statistical data and real customer and stakeholder insight against your competitors, and how to strengthen it. A complete brand audit should cover all 6 pillars.