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Brand audit

Know where your brand stands

Schedule a brand session Go to the contact form View our results Go to our case studies
author
Reinoud Wolff
Chief Commercial Officer

Three situations we encounter every week.

Why conduct a fire audit?

  • You’re making decisions based on gut feeling

    Decisions about your brand are based on personal taste and the opinion of whoever speaks the loudest. An audit provides data to support that discussion: search share, sentiment, brand preference, and visual consistency.

  • Your communications don’t seem to come from a single brand

    Your website, social media, and offline channels each tell their own story. We compare all your communications side by side and show where brand recognition is falling short.

  • You don’t know how you stack up against the competition

    Without a benchmark, a score is just a meaningless number. We compare you to three to five direct competitors on exactly the same criteria.

A brand audit as a baseline assessment of your brand

Your brand is your most valuable asset and, at the same time, the area where you have the least hard data. Is it distinctive enough? Is the message getting across? And does your target audience choose you for the reason you think they do?

For us, a brand audit serves as the baseline measurement of your brand as a growth engine. We measure how your brand performs in terms of visibility, recognition, and preference, compared to three to five competitors. The result isn’t a report to be filed away, but a list of areas for improvement ranked by their potential impact.

You’ll work with Steven, Head of Seduction. He’ll conduct the audit together with you, show you the source behind each figure, and compile the brand metrics into a dashboard you can access yourself. This way, you can continue to measure whether your branding efforts are working after the audit is complete.

  • 22+ years experience
  • 9,3 customer satisfaction
  • 55+ Kiwi specialists

What does a brand audit entail?

We examine four layers: your brand identity as you intend it, your brand experience as perceived by your target audience, your communication across all channels, and your brand value in numbers. We supplement this with data: search volume, branded traffic, social sentiment, visual consistency, and, where possible, interviews or a survey. Without that final layer, an audit remains nothing more than a well-presented opinion.

From brand analysis to a roadmap

An audit that doesn’t lead to actionable decisions is just a cost. That’s why it culminates in a gap analysis: where does the discrepancy lie between what you want to convey and what’s actually coming across, and which issues offer the greatest return if addressed first? You’ll get quick wins and long-term steps, plus a dashboard where you can continue to track your brand metrics. We’ll tackle the next steps together, or your team can do it on their own using the set of recommendations that emerge.

The areas for improvement identified in the audit, implemented across your brand.

After the brand audit

The audit concludes with a roadmap. Where it leads depends on what the analysis reveals: your positioning, your visual identity, or the way your brand presents itself on a daily basis. You choose which path to take first.

From intake to roadmap in five steps.

How a brand audit works

  • 1. Intake and Brand Context

    We gather information about your brand, your market, and your goals, as well as any existing materials: brand strategy, positioning canvas, and guidelines.

  • 2. Competitor Analysis

    We compare your brand against three to five direct competitors in terms of visibility, image, and brand preference.

  • 3. Brand Analysis and Data

    Search volume, branded traffic, sentiment, and visual consistency are included in the analysis. Where possible, we supplement this with interviews.

  • 4. Brand Metrics in a Dashboard

    Brand awareness, brand preference, sentiment, and share of search are presented in a dashboard. This makes the baseline measurement your starting point.

  • 5. Gap Analysis and Roadmap

    You’ll see the gap between intent and perception, with recommendations ranked by return on investment. Presented in a slide deck, not tucked away in a drawer.

Three brands that changed course after the analysis.

Results Following a Brand Analysis

  • HelloAuto Case

    A brand that shakes up the traditional automotive world.

  • Netwerk Financieel Gezond MVS Case

    A human-centered brand identity for a financially healthy region.

View all our case studies View all our case studies

Schedule a one-hour brand session

In one hour, we’ll review your brand, your market, and your communications. You’ll learn where we see opportunities for improvement and the scope required for the audit. It takes just one hour and comes with no obligation.

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Agreement 

Meet the team

Steven Olde Hengel
Head of Creativity
Tim van Es
Brand Manager & Brand Strategist
Meet the entire team Meet the entire team

How much does a brand audit cost?

That depends on the number of markets, the number of competitors in the benchmark, and whether target audience research is included. An audit of a single market with existing data is a different process than one covering three countries with interviews.

What you always get: a dedicated point of contact, the source for every figure, a dashboard with your brand metrics, and recommendations ranked by return on investment.

Want to know where your brand stands right now? Schedule a brand session, and we’ll determine the scope together.

Schedule a brand session Go to the contact form

Frequently Asked Questions About Brand Audits

01/ What is a Brand Audit?

A brand audit provides insight into the strength, image, and performance of your brand. We examine how your brand is perceived and where opportunities lie

02/ When is a Brand Audit useful?

When you’re repositioning, rebranding, planning for growth, or have doubts about your brand consistency. But also as a reality check in a changing market.

03/ How long does a brand audit take?

Three to five weeks for an audit of a single market. If interviews or a survey are included, it can take six to eight weeks because you have to wait for respondents. We’ll let you know at the start which option we recommend and why.

04/ How much does a brand audit cost?

That depends on the number of markets, how many competitors are included in the benchmark, and whether target audience research is included. Every audit is custom-tailored, so we’ll only provide a proposal once the scope is clear. We’ll determine that together during a brand session.

05/ Do I need to provide a lot of material myself?

No, we guide you through the entire process. You only provide input when necessary—such as a brand guide, positioning, or customer insights.

06/ Can you also help with follow-up?

Absolutely. From positioning to brand campaigns: we can also put the recommendations into practice.