Calling All Auditors

Lately, I’ve been wondering if anyone performs brand audits.
It seems like it would be an important step to take, but I never heard of one taking place and I don’t know anyone who performs them. Of course, that could be a reflection of my unconnectedness. Or it could be that very few brand managers are taking these methodical steps.
Brand Strategy Insider offers this description of a brand audit:

A brand audit provides an analysis of an organization’s brand and its brand management and marketing effectiveness. It assesses a brand’s strengths, weaknesses, opportunities, and threats. It identifies brand growth opportunities including those achieved by brand repositioning and brand extension. The audit should result in recommendations to improve brand equity, brand positioning, and brand management and marketing effectiveness.

I’d love to hear from you on this. Have you even been involved in a brand audit? Do you know of a firm that specializes in this service?

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. David,
    Thanks for the mention. Actually many companies will engage in a brand audit prior to a brand strategy effort. We (The Blake Project) do offer this. Using Brad VanAuken’s 450+ question Brand Management Checklist(TM), interviews, document reviews and other techniques, we assess the efficacy of your brand management practices. We identify brand strengths, weaknesses, opportunities and threats and make practical recommendations for improving brand building within your organization. We also provide a QuickAudit version of this service.
    There are other talented groups that perform these as well.

  2. David:
    While not technically a specialty of ours, brand assessments (as we call them) still are a key service we offer both existing and prospective clients. They are comprehensive, thorough exercises, incorporating many of the techniques and tools you reference from the BSI piece. For us, they are essential to establishing a truly strategic relationship with client brands.
    LaBov and Beyond