Brand / Positioning Audits

One of the first steps in answering the question, “Why are we the best unknown company in our industry?” or other broad questions is to conduct a marketing audit, often referred to as a “Brand Audit” or a “Positioning Audit”.

Regardless of the term, it begins with an internal assessment of what the company “believes they are” or “wants to be” in their market.  Interviews are conducted with key management team members to get an internal “snapshot”.  Then interviews are conducted with channel partners, influencers, key press, key analysts, select customers and select non-customers to develop an external snapshot.  Usually this is about 30 people. The questions MUST be open-ended to get the richness needed.

The two snapshots are then compared for similarities and differences.  Where there is agreement no further research is needed.  Where there are differences is the place to devote effort on a larger scale and in more depth as needed.  The process minimizes the investment because  “boiling the ocean” is not needed.

Next steps are then identified to close any gaps between desired and perceived impressions.