Just like a flu shot, a brand needs regular check-ups to ensure the brand identity is strong and healthy. Here is marketing’s chance to get ahead of the symptoms before they cause lasting damage. This is where the brand audit comes in.
Knowing how to fix a business-related problem is hard enough, but the task is exponentially more difficult if you don’t know what your problem is or where it starts.
Awareness and persuasion should not be either/or. The best brands do both with the same budget. Every effort to generate awareness has the potential to leverage brand positioning, and positioning is essential in persuading prospects to buy and buy again.