brand auditing service

For many organisations — even large, well-established ones — the myriad manifestations of their brand (signage, uniforms, business cards — even the language, accent, and tone of a receptionist) can communicate an undesirably wide range of messages.

Some of those messages are positive and 'on brand', others are not.

Branding is costly and needs to do its job and provide a positive return on investment.
 

Here's the benchmark. An optimal brand:

1. positively reflects the core values of the company and its wares
2. contains at least one unique element that makes it memorable and sets it apart from competitors
3. excites customers and promotes their ambassadorship of the brand
4. is expressed proudly and consistently by all employees
5. is expressed in media and in locations that complement the brand

There are three steps to a brand audit.

1. An interview to establish the core values of the company and its wares, as well as any existing advertising or marketing strategies.
2. An audit of all elements and instances of the brand. This involves reviewing logos and colour schemes, anonymously buying products or services, photographing branding examples in situ.
3. A report with findings, critical analysis, and recommendations.

The reason I perform brand audits is to provide clients with an expert opinion — and a fresh and independent perspective — on the value they are receiving from their branding.

Problems take many forms. Often it's brand elements at cross-purposes. Sometimes it's as simple as a poorly conceived and designed logo. More often it's the lack of rules and coherency around the use of a logo. And sometimes the problem is that branding, such as signage, simply doesn't exist.

For example, several of years ago I performed a brand audit for Otago University. While their printed material and website were well looked after and consistent, it became clear the same could not be said for their way-finding and signage system. There was no standard, each campus had different designs, or there was no signage at all. The ongoing confusion for students and other campus visitors getting lost and having to ask directions was the norm. The conclusion was: they needed a new way-finding system, one for all campuses. The system now directs students and others around without the previous anxiety. And the university's logo, which features on the signage, has lifted the university's profile.
 

Will a brand audit provide me with a new logo?

No, a brand audit involves critiquing all brand elements, but it does not provide alternative designs. This is to ensure the independence of our audits.

Can I ask Jeroen to create a new logo?

At the conclusion of the audit you can ask anyone, including Jeroen, to perform remedial work. However, any work subsequently performed by Jeroen would be independent of Nakedize Limited. He has his own design agency (and a healthy sense of humour, because it's called Jeroen's Limited).

How much will a brand audit cost?

Cost will vary. The brand of new company with a single product or service can be audited in a few hours, but it will take much longer to audit the brand of an established multi-national. Email Jeroen at jeroen[at]nakedize.com for a ballpark quote.