BRAND-AUDIT REPORT TEMPLATE

BRAND-AUDIT REPORT Writer Name, Title COMPANY NAME Street Address City, State and Zip webaddress.com Version 0.0.0 00/00/0000

BRAND-AUDIT REPORT TABLE OF CONTENTS

Table of Contents

BRAND-AUDIT REPORT TEMPLATE	1

EXECUTIVE SUMMARY	3

BRAND INVENTORY	3

COMPETITIVE POSITIONING MATRIX	4

BRAND-AUDIT RESULTS	5

BRAND-AUDIT RECOMMENDATIONS	6

EXECUTIVE SUMMARY

Provide an executive summary (overview of your brand-audit research) here. Your executive summary should be a brief “snapshot” of your findings, indicating the brand-audit analysis you performed, the conclusions you’ve drawn, and the recommended course of action for your brand.

An executive summary provides an overview of a larger document or research and is usually the first thing your reader will see. Executive summaries will analyze a problem, draw conclusions, and recommend a course of action for your brand in a comprehensive, but brief, synopsis.

Good questions to answer for your brand-audit executive summary are:

What was the goal of this brand-audit report?

What is the goal of this brand-audit report?

Note: Executive Summaries are typically 1-4 pages.

BRAND INVENTORY

List your brand visuals and brand-messaging collateral for easy reference.

BRAND VISUALS

[Brand visual collateral 1]
[Brand visual collateral 2]
[Brand visual collateral 3]
[Brand visual collateral 4]
[Brand visual collateral 5]
[Brand visual collateral 6]

BRAND MESSAGING

[Brand messaging collateral 1]
[Brand messaging collateral 2]
[Brand messaging collateral 3]
[Brand messaging collateral 4]
[Brand messaging collateral 5]
[Brand messaging collateral 6]

COMPETITIVE POSITIONING MATRIX

Evaluate your competitors’ brands by entering the following evaluative details.

PRODUCT BRANDS	YOUR BRAND	COMPETITOR BRAND 1	COMPETITOR BRAND 2	COMPETITOR BRAND 3
Brand Name
Points
Points of Difference
Who is the competitor’s “target market”?
How effective is the competitor at reaching their target audience through their branding?
What does the competitor’s brand evoke in the marketplace?
What values does the competitor seem to convey through their brand?
What is the primary image conveyed by the competitor’s brand?
What distinguishes the competitor’s brand from their competition?
On a scale of 1–10 (“1” being “not very effective” and “10” being “highly effective”), how would you rate the effectiveness of the core offerings of your competitor’s brand?

BRAND-AUDIT METHODOLOGY
Describe your brand-audit process, including all of your brand-audit actions and why you performed them. (This section helps you, the brand auditor, establish credibility with your audience.)

BRAND-AUDIT RESULTS

Inform your reader about what you discovered from your brand audit. (This section provides a good opportunity for you to illustrate your findings via tables or other visuals.)

BRAND-AUDIT RECOMMENDATIONS

Explain further the results you discovered through the brand audit and what the implications are. Relate the results to problems or concerns that you mentioned in your executive summary or results sections, and make brand-improvement recommendations.

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