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A Comprehensive Analysis

Brand strategy audit: Unveiling the blueprint for brand brilliance

Even the most established brands can sometimes lose their way. Our brand strategy audit is used as a tool designed to demonstrate the path to brand distinction. We'll explain the detailed approach we adopt, tailored to discerning brands that seek nothing short of excellence.

From our in-depth analysis techniques to our unparalleled expertise in luxury branding, we offer insights that are both profound and actionable. If you've ever wondered how top-tier brands maintain their allure and market dominance, you're about to discover their secret weapon. Let's unveil the magic behind our brand audit that has helped businesses punch bigger than their size.

Note: Ready to elevate your brand to new heights? Trust in ikon to conduct a brand audit.

With our proven track record and success stories from world-renowned brands like Porsche, Cartier, Westfield and Formula 1. Don't miss out on the opportunity to utilise our expertise for your brand's brilliance. Contact us today and we will conduct a brand strategy audit to identify your current strengths and weaknesses, ready to strengthen the perception of your brand.

What is a brand strategy audit?

A brand strategy audit comprehensively examines a brand's identity, messaging, and online presence. It aims to assess the brand's current state, identify areas for improvement, and align the brand with its objectives and goals. This audit is essential for businesses to stay competitive in today's fast-paced market and ensure that their branding efforts resonate with their target audience.

Why is it important?

Many brands grapple with differentiation challenges. Consumers are often presented with many indistinguishable businesses, leading to price becoming the primary deciding factor. This lack of distinctiveness can result in brands being unable to attract high-value customers, competing primarily on price rather than value, and ultimately losing business to competitors.

Our brand audit provides a clear and comprehensive analysis, pinpointing areas of improvement. Our audit creates a clear pathway for brands to truly stand out, ensuring they resonate with their target audience and not engage in mere price wars.

Assessing brand health: Just as regular health check-ups are crucial for our well-being, a brand performance audit acts as a check-up for your brand. It helps in assessing its health and pinpointing areas that need attention.

Consistency across channels: A brand audit ensures that your branding is consistent across all marketing channels, which is vital for building trust and credibility with your audience.

Insights into target customers: The audit provides valuable insights into your target customers, helping you better understand their needs and preferences. This understanding can then be used to refine your branding strategy, ensuring it resonates more effectively with your audience.

Why choose ikon?

We stand apart as the best from other branding agencies because of our expertise in luxury. Our ethos is deeply rooted in the nuances of luxury branding, a commitment that goes beyond mere aesthetics. For us, luxury embodies exclusivity, premium quality, and unparalleled service.

It's not about being seen; it's about being revered and remembered. With us, brands don't just get a service; they align with a philosophy that understands the allure and intricacies of luxury branding.

Our collaborations with world-renowned brands like Porsche and Cartier to global phenomena like Formula 1 and retail giants such as Westfield further cement our legacy.

These partnerships are a testament to our branding acumen and our ability to resonate on a global scale. Beyond design, we delve deep into market dynamics and consumer behaviour, crafting narratives that captivate and align with market demands.

We are committed to create distinction, ensuring that our partners don't just fit in but stand out as leaders in their industry and build customer loyalty.

ikon's brand audit framework: our successful brand audit process

Many brands are tempted to undertake the task of performing their own brand audits. While this do-it-yourself approach may seem cost-effective and straightforward, it often leads to oversights, especially when it comes to the finer details that can make or break a brand's perception.

We pride ourselves on a brand audit process that has been honed through years of experience and collaboration with elite brands. Below, we unravel the steps that make when we conduct a brand audit that is effective and transformative for businesses.

Step 1: Define goals

Embarking on a brand audit without a clear direction is akin to setting sail without a compass. Defining your goals is the foundational step that ensures the audit's effectiveness and relevance. Here's how to approach this crucial step:

Understand your brand's current position: Before setting goals, we take a moment to assess where your brand currently stands. It's essential to understand your brand's current perception in the market. Are you seen as a leader, a challenger, or a newcomer? This understanding will guide the direction of your goals.

Identify pain points: Many brands face common issues, such as an inability to attract high-value customers or competing primarily on price. Recognising and building a strategy around these pain points will help set goals that address these specific challenges.

Determine desired brand perception: A brand audit can help align your brand's perception with its identity. Ask yourself: How do you want your target audience to perceive your brand? Perhaps you aim to be seen as an innovator, a trusted partner, or a luxury provider.

Consider long-term vision: A brand audit isn't just about immediate fixes. It's about paving the way for long-term success. Ensure that some of your goals align with where you envision your brand in the next 5 or 10 years.

By clearly defining your goals at the outset, you set the stage for a brand audit that is focused, actionable, and primed to deliver transformative results.

Step 2: Gather data from your company and target customers

Data is the lifeblood of any brand audit. It provides objective insights to assess your brand's current standing and informs the strategies for future growth. Here's a comprehensive look at the data-gathering phase:

Website Analytics: Your website is often the first touchpoint for potential customers. Delve into metrics like page views, bounce rates, and average session durations. These metrics can offer insights into user behaviour, indicating which parts of your site resonate with visitors and which might need improvement. For instance, a high bounce rate on a product page might suggest that the branding or messaging isn't compelling enough.

Customer feedback: Direct sales data and feedback from your customers is invaluable. It's vital to gather customer reviews, testimonials, and even conduct surveys. For instance, if a recurring piece of feedback is that customers love your product but find the branding inconsistent, it's a clear sign that there's room for improvement in your brand's business strategy.

Competitor analysis: While not directly related to your brand, understanding how competitors are perceived can offer valuable context. Analyse their website performance, social media presence, and customer reviews to identify areas where your brand might have a competitive edge or where it might be lagging.

Step 3: Assess brand elements

Every brand is a mosaic of various elements that come together to create a cohesive and recognisable identity. Assessing these elements is pivotal in understanding how your brand is perceived and where there might be inconsistencies or areas for improvement. Here's a detailed breakdown of the assessment of brand elements:

Visual identity: Your external branding encompasses everything from your logo to the colour palette, typography, and any other visual cues associated with your brand. It's essential to ensure that these elements are consistent across all platforms. For example, if your website uses a different colour to your social media profiles, it can create a disjointed customer experience for your brand.

Brand messaging: Your brand's voice, tone, and the messages you convey play a crucial role in how you're perceived. Your messaging should align with your brand values and resonate with your target market.

Collateral materials: This includes both digital and physical marketing materials like brochures, business cards, email templates, and promotional items. It's essential to ensure that these materials are consistent with your brand identity and effectively convey your brand message. For instance, if your business card design looks outdated, it might not align with a brand that positions itself as cutting-edge and innovative.

Customer touchpoints: Every interaction a customer has with your brand, from customer service interactions to product packaging, plays a role in shaping their perception. Ensuring these touchpoints offer a consistent and positive brand experience is crucial. For example, if your brand messaging emphasises premium quality, but your product packaging is poorly designed or feels cheap, it creates a disconnect.

Internal branding alignment: It's not just about how external audiences perceive your brand. Internal stakeholders, from employees to partners, should have a clear and consistent understanding of the brand. For instance, if your sales team isn't aligned with the brand's value proposition, it can lead to inconsistent messaging when they interact with potential clients.

By meticulously assessing each of these brand elements, you can identify gaps, inconsistencies, and areas of strength. This comprehensive review sets the stage for informed strategies that ensure every facet of your brand is aligned, resonant, and poised for success.

Step 4: Identify strengths and weaknesses

After a thorough assessment of your brand's elements, the next pivotal step is to pinpoint its strengths and weaknesses. This phase is crucial as it offers a transparent snapshot of your brand's current standing, allowing for targeted strategies to be developed.


These are the areas where your brand excels and stands out. It could be due to a unique value proposition, a memorable visual identity, or a strong digital presence that garners positive engagement. Recognising these strengths is essential as they can be leveraged further to enhance your brand's market position.


These are areas that need refinement or pose challenges to your brand's growth. It might be inconsistencies in branding across platforms, outdated visual elements, poor brand promise, or a lack of clarity in brand messaging. Identifying these weaknesses is not a critique but an opportunity.

Step 5: Develop an action plan

Once the strengths and weaknesses of your brand have been clearly identified, the next crucial step is to develop a comprehensive action plan. This plan serves as a roadmap, guiding brands on how to capitalise on their strengths and address identified areas of improvement.

Strategic recommendations: The action plan begins with strategic recommendations tailored to your brand's unique challenges and opportunities. For instance, if the audit reveals that your brand messaging lacks clarity, a recommendation might be to refine the brand's value proposition and ensure it's consistently communicated across all platforms. We recommend you check out our brand strategy workshop session to dive deep into who your business is and build a game plan for what it encompasses.

Prioritisation: Not all areas of improvement carry the same weight. The action plan priorities tasks based on their impact and feasibility. Critical issues that can significantly affect brand perception are addressed first, ensuring that the brand's image remains intact while other improvements are being made.

Timeline and milestones: A clear timeline is established, breaking down the action plan into manageable milestones. This ensures that the brand can track progress and stay on course. For example, if one of the recommendations is to revamp the brand's website, a phased approach might be suggested, starting with the homepage followed by product pages.

What does our brand strategy audit come with?

Our brand strategy audit is a comprehensive and tailored approach designed to elevate brands in a saturated market. Here's what you can expect:

Deep analysis of current brand strategy

Our of our expert consultants will assess your brand strategy, identifying strengths, weaknesses, and areas ripe for innovation. This ensures a holistic understanding of where your brand currently stands and the potential avenues for growth.

Competitor benchmarking

Understanding your competitors is crucial. We thoroughly analyse your closest competitors, determining how you differentiate and where opportunities lie to set your brand further apart.

Playback book

This invaluable resource details actionable insights in which your brand can stand out. It culminates insights, recommendations, and strategies tailored to your brand's unique challenges and aspirations.

Client or internal interviews

To gauge the current perception and sentiment towards your brand, we conduct up to 10 interviews. This direct feedback provides a candid look at how your brand resonates with its audience and internal stakeholders, offering invaluable insights for refinement.

Outcome - a strategic roadmap

Post-audit, you won't be left with just insights; you'll have a clear plan. We provide a step-by-step strategic roadmap, outlining how to implement the identified strategies, ensuring your brand stands out and capitalises on its unique strengths.

Time & investment transparency

We believe in clear communication. You'll be provided with a clear 2-week timeline for the audit process, ensuring you know what to expect. The investment details are transparent, with terms that are straightforward and fair.

Outcomes from our brand audit: leveraging brand power for growth

Our brand audit results in a distinct roadmap to grow a company's brand. The primary objective is to harness the latent power of your brand, positioning it in a manner that allows for increased pricing and propels growth. Here's a closer look at the transformative outcomes you can anticipate:

Strategic roadmap for implementation: Post-audit, you'll have a comprehensive plan detailing actionable steps to refine your brand strategy and identity. This roadmap is your guide to ensuring every brand touchpoint, from messaging to visual elements, aligns with your renewed vision.

A playbook for brand differentiation: Our audit identifies unique facets of your brand, ensuring you offer something distinct and memorable to your audience, allowing you to command a premium.

Enhanced brand value: A well-articulated brand strategy enables businesses to shift the competition from price to value. With the insights from our audit, you'll be positioned to emphasise the unparalleled value you bring to the table, justifying higher pricing. A cohesive and resonant strategy ensures that every customer interaction with your brand is positive and consistent. This not only fosters loyalty but also reinforces the premium nature of your offerings.

Informed decision-making: With a deep understanding of your brand's current standing and potential, you can confidently make strategic decisions. Whether it's launching a new product or initiating a marketing campaign, you'll do so with the assurance that it aligns with your brand's enhanced strategy.

A catalyst for growth: Ultimately, the audit serves as a catalyst. Identifying improvement areas and providing a clear path forward sets the stage for accelerated growth, ensuring your brand not only stands out but also scales in today's competitive market.

Get in touch today

Waiting isn't an option. Every moment presents an opportunity to refine, redefine, and revolutionise your brand's presence. We're not just experts; we're partners in your brand's journey towards success.

Whether you're keen to understand the nuances of a brand audit or ready to dive deep into transforming your brand's narrative, our team is here to guide, support, and elevate. Our proven track record, combined with our passion for branding excellence, ensures that your brand is in the best hands.

Don't let another day pass without harnessing the full potential of your brand. Reach out to us today, and let's map a course towards a brighter, more profitable brand future. Your brand's next chapter starts with a simple conversation, let's begin.

This article is written by Alex & Brandon of ikon | We are a boutique branding & creative agency – but not in the traditional sense. We hand-pick a team from our experienced creatives to suit each project, delivering a personal and bespoke service. Alex is always the lead contact every step of the way and our clients include the likes of Cartier, Westfield, Porsche, & F1.

Creating brands that last