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Conducting a Brand Audit (4. External Branding (Visual Brand Identity…
Conducting a Brand Audit
1. Brand Purpose
Industry Sector
Product / Service
2. Positioning
Research Competitors
SWOT
Strengths
Weaknesses
Opportunities
Threats
3. Internal Branding
Brand Mission
Niche
Brand Ethos / Core Values
Brand / Work Culture
Brand Story / History
4. External Branding
Visual Brand Identity
Logo
Shape Psychology
Key Colours
Supplementary Colours
Colour Psychology
Typefaces
Type Treatments
Photography
Imagery Used
Filters
Graphic Elements
Icons
Patterns
Textures
Stores
Locations
Interior Decor
Visual Merchandising
Website
Social Media Presence
Marketing / Advertising
Marketing Materials
Online
Print
Marketing Techniques
Content Marketing
Email Marketing Campaigns
Brand Voice
Language Used
Public Relations
5. Customer Experience
Sales Process
Customer Support
Customer Service Policies
6. Connection with Customer
Feedback / Opinions / Reviews
Social Culture
Target Market
7. Social / Environmental Issues
Practices
Product
Message