As another year comes to a close, let’s take a step back and reflect on all the success and opportunities,
all the misses and lessons learnt. How can you transform these insights to actionable data for next
year?
There are six areas that outstanding industry leaders excel in. They are: Culture, Communication,
Identity, Experience, Leadership, and Systems.
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.
Identifying where an organization scored lowest in the past year helps leaders become more intentional
about building strategies to support them into the future.
A Brand Audit is a common practice that provides foresight to these mishaps. It 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.
Take The Six-Pillar Brand Audit today and begin planning for next year’s strategies.
Combine this with website analytics, social metrics, and an audience surveys such as VOC (voice of
customer) or NPS (net promoter score). Whether you do this by sending questionnaires or ask for
reviews, know that customer insights, collaborator post-mortems, and employee feedback loops are
crucial to next year’s success. They inform the brand of what worked well, and what could be improved.
Then, determine your goals for the upcoming year. Here are some popular ones:
- Strengthen team dynamics
- Scale the business
- Grow brand awareness
- Revitalize a declining or outdated brand
- Communicate more consistently
- Increase customer loyalty and referrals
- Automate systems
- Acquire new talent or secure existing talent
- Grow profit margins
- Expand into new markets or categories
Having a clear set of goals not only helps for the upcoming year, but also provides more clarity
throughout the brand audit process.
To summarize, Understand your Six Pillars -> Measure what Matters -> Define Goals -> Take Action!