DIGITAL BRAND AUDIT CHECKLIST

CHECK	EXTERNAL BRANDING	CHECK	INTERNAL BRANDING	CHECK	CUSTOMER EXPERIENCE
Brand values are clearly communicated through primary marketing materials	Our brand values are clearly communicated through our internal marketing	All customer experience materials clearly convey the company’s values and mission through the brand
Company mission is clearly communicated through primary marketing materials	Via internal branding, our company mission is clear to our employees	All customer-related sales-process materials accurately reflect the brand
Branding case studies are created and completed	Intranet (and internet) domain names adequately reflect the brand	All customer-facing customer support materials accurately reflect the brand
Logo is clearly communicated/ understood	Internet content has been optimized for search engine optimization (SEO)	All internal customer-related policy materials accurately reflect the brand
Print and online advertising (and all other marketing materials) clearly/effectively reflect the brand	Recruitment and new-hire materials adequately reflect the brand	All user research materials (surveys, tests, etc.) accurately reflect the brand
Websites clearly/effectively reflect the brand	All internal documentation (stationery, letterhead, envelopes, report covers, etc.) adequately reflect the brand	All customer experience-related key performance indicators (KPIs) accurately reflect the brand
Brand guidelines are clearly documented	All contract materials, SOWs, and other “internal” branding materials adequately represent the brand	Customer Effort Score (CES) KPI materials accurately reflect the brand
Strong social media presence	All business cards, memos, fax covers, documentation templates, invoices, and client reviews adequately reflect the brand	Net Promotor Score (NPS) KPI materials accurately reflect the brand
Brochures and other brief materials are readily available and clearly/effectively reflect the brand	All HR materials (new-hire documentation, etc.) adequately reflect the brand	Customer Satisfaction Score (CSAT) KPI materials accurately reflect the brand
Exhibition materials clearly/effectively reflect the brand	All internal manuals and guides adequately reflect the brand	Time to Resolution (TTR) KPI materials accurately reflect the brand
Merchandise/gifts clearly/ effectively reflect the brand	All company trademarks and copyright materials accurately represent the brand	All phone scripts for customer services representatives (CSRs) accurately reflect the brand
Posters and other display materials clearly/effectively reflect the brand	[internal branding entry]	[Customer experience entry]
Newsletters, blogs, etc. clearly/effectively reflect the brand	[internal branding entry]	[Customer experience entry]
“Contact Us” and direct entries instances (phone, fax, email) clearly/effectively reflect the brand	[internal branding entry]	[Customer experience entry]
Web banner adverts clearly/effectively reflect the brand	[internal branding entry]	[Customer experience entry]
Print, TV, radio, etc. media slots clearly/effectively reflect the brand	[internal branding entry]	[Customer experience entry]
Email messaging, text messaging, and content marketing campaigns clearly/ effectively reflect the brand	[internal branding entry]	[Customer experience entry]
Public relations efforts clearly/ effectively reflect the brand	[internal branding entry]	[Customer experience entry]
[external branding entry]	[internal branding entry]	[Customer experience entry]

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