Yes, It IS Time For A Brand Audit
Quick Summary: The Founder’s Brand Dilemma
- The Reality Check: Even a CEO can be their own toughest client when it’s time to face a brand audit.
- Why It Hurts: Founders often feel defensive because their brand is tied to their history and identity.
- The Necessity: Businesses, customers, and industry terms evolve; your brand must keep up to stay relevant.
- The Solution: An outside agency provides a fresh, objective perspective while still honoring your company’s legacy.
When the CEO is the Toughest Client
I realized today that I was our toughest client. During our quarterly leadership meeting, we processed many issues. Our Sales and Marketing team challenged how we talk about Spry Digital. Specifically, our new Chief Revenue Officer pushed back on our niche and target markets. The leadership team then questioned my resistance to change.
I felt defensive. At that moment, I was holding on tight to our past. I felt scared of change. Me. Scared of change. After sharing my concerns and shedding a few tears, I went for a long walk. As I mulled over the team’s challenges, I saw their enthusiasm. They simply wanted to help us resonate with more clients and grow. I realized my feelings are common for founders. While a brand audit can feel painful, it is a vital tool for growth.
What Is Included in Your “Brand”?
When we audit a brand, we consider many factors. First, we look at business goals and long-term strategy. Next, we evaluate how key stakeholders perceive the brand. Once we understand these factors, we examine the building blocks:
- Brand voice and key messaging.
- User experience and visual identity.
- A competitor audit to provide context.
Together, this research paints a complete picture of how the outside world sees you.
Your Business Has Evolved
Most business models evolve over time. You may think you are doing what you have always done. However, the reality is that businesses change as years pass. These shifts affect what you do and how you deliver your services. Technology also has a huge impact. For instance, a 2018 Deloitte survey found that digitally advanced small businesses earned twice as much revenue per employee. Because of these shifts, your brand must adapt.
Customers and Terminology Change
Understanding buying behavior is essential for any company. Therefore, you must review target markets and audience personas to attract new customers. Interestingly, a 2022 Forbes article noted that Millennials and Gen-Zers now make up 65% of the workforce. These buyers prefer to conduct their journey in secret and avoid salespeople until they are ready to buy. This shift may mean your current logo or messaging is falling flat.
Furthermore, the way we talk about our work changes. New terms pop up every year in the tech world. Sometimes, the industry simply “rebrands” old technology in a new way. If your words confuse your buyer, you will lose them. Reviewing your messaging can shift how people think about buying from you.
Time for an Audit?
If you cannot remember the last time you reviewed your brand, it is probably time for an audit. When you are ready to take that leap, our team is here to help. We are gentle in our process. By taking a fresh look at your brand, we can provide recommendations while preserving your history. Take the first step and complete our contact form today. We want to help your brand be all it can be.
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