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Business Strategy with Hirav Shah JANUARY 26, 2024 | The Indian Eye 38

Brand Audit and Action Plan for 2024

8 Checkpoints & Strategy

The insights gained from a brand audit can help organizations

make informed decisions about refining their brand strategy, improving customer
experiences, and staying competitive in the market

physical presence.
• Identify and address any inconsis-
tencies.
6. Competitive Analysis:
• Audit Objective: Understand how
the brand compares to competitors.

Action Plan:
• Conduct a thorough analysis of
competitor brands.
• Identify areas of differentiation and
improvement.
7. Digital Presence:
• Audit Objective: Assess the effec-
tiveness of the brand’s online pres-
ence.

Action Plan:
Hirav Shah • Evaluate the website for user expe-
rience and functionality.
• Analyze social media engagement
onducting a Brand Audit is cru- and content strategy.
cial for ensuring the health and The purpose of a brand audit is to understand how a brand is perceived by
Ceffectiveness of a company. its target audience, identify areas for improvement, and ensure that the brand aligns with its • Optimize online channels for brand
visibility.
What is a Brand Audit? strategic objectives (Representative/File photo) 8. Customer Feedback:
• A brand audit is a comprehensive
examination and evaluation of a 1. Brand Positioning: Action Plan: • Audit Objective: Gather insights
brand’s current position in the mar- • Audit Objective: Assess the current • Review marketing and advertising from customer feedback.
ket, its strengths, weaknesses, op- position of the brand in the market. materials. Action Plan:
portunities, and threats. • Ensure alignment of messaging • Conduct surveys and focus groups.
Action Plan: with brand values. • Monitor online reviews and cus-
• Review and analyze market re-
tomer service interactions.
The purpose of a brand audit search data. • Evaluate communication tone and • Implement improvements based on
language.
is to understand how a brand • Evaluate brand perception through 4. Brand Equity: feedback.
customer surveys.
is perceived by its target au- • Compare brand positioning with • Audit Objective: Measure the Conclusion:
dience, identify areas for im- competitors. strength of the brand in the market. • The insights gained from a brand
audit can help organizations make
provement, and ensure that the 2. Brand Identity: Action Plan: informed decisions about refining
• Audit Objective: Ensure consisten-
• Assess brand recall and recognition.
brand aligns with its strategic cy and relevance in brand elements. • Evaluate customer loyalty and ad- their brand strategy, improving
customer experiences, and staying
objectives. Action Plan: vocacy. competitive in the market.
• Evaluate brand visuals (logo, colors, • Monitor social media sentiment. • It is an essential process for main-
typography). 5. Brand Touchpoints: taining and enhancing a brand’s rel-
• This process involves a systematic • Check consistency across all com- • Audit Objective: Ensure a consis- evance and resonance with its target
review of various components relat- munication channels. tent brand experience across touch- audience.
ed to the brand, including its visu- • Assess the emotional appeal and points.
al identity, messaging, positioning, relevance of the brand.
and overall brand experience. Action Plan: The writer is a well-known
• Here’s a comprehensive strategy for 3. Brand Messaging: • Review customer interactions Astro Strategist and Business Astrologer
2024 with an action plan for Brand • Audit Objective: Analyze the effec- across platforms. Email: [email protected]
audits. tiveness of brand messaging. • Evaluate website, social media, and

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