From Insights to Action: Leveraging a Brand Audit to Stay Relevant

Over time, brands must evolve to keep up with changing market dynamics, changing customer preferences and to stay ahead of the competition.  

As an agency rooted in brand strategy, we understand that navigating a brand’s evolution can be daunting. Where do you start? Who is involved? What needs to change? Who will we become?  

That’s where we come in. For decades, CVR has perfected our Key Stakeholder Brand Perception Study and Brand Audit, which provide our clients with a roadmap and the data needed to make critical brand evolution decisions. Here’s how they work:

Key Stakeholder Brand Perception Study

To understand internal and external perceptions, CVR’s account leadership and research teams strategically select, interview and/or survey key stakeholders, partners and customers to gather quantitative and qualitative data. This data is then compiled, analyzed and evaluated alongside the Brand Audit to identify actionable insights for a brand’s marketing and leadership teams.  

Brand Audit

Internal communications and external marketing efforts drive how employees, customers, partners and competitors view a brand. To measure and identify areas for growth, change, opportunity and repositioning, CVR’s process evaluates a wide breadth of marketing executions including collateral, social media, advertising assets, PR communications, video, etc.

To assess each execution effectively, individuals from CVR’s diverse disciplines utilize an audit scorecard assigning values to each item across key categories such as brand story, tonality and audience value. The aggregated audit scores identify areas of strength and weakness within each category. This sharpened understanding also helps clients eliminate brand assets that are not aligned or have no value to internal or external audiences.

Actionable Results

The results of these efforts provide actionable data to steer brand evolution decisions. Next steps typically include the development of or updates to a company’s brand platform which includes mission, visions, values, positioning, brand objectives, target insights, brand personality and more. More information about a brand platform is available here.

CVR’s Brand Perception Study and Brand Audit have helped countless local, national, and global brands navigate their brand evolution process by making informed changes at the right time. If you’re wondering if your brand is aligned to reach your goals, reach out and we’ll help guide you through the process.

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