It’s been said more times than we can count: this is not a typical year. And while some segments of the economy continue to roll along, there’s no question that the way companies present themselves has changed. In some cases the changes are dramatic, requiring a complete overhaul of the message and marketing approach. In other cases, it’s a subtle shift that allows teams to adapt to a new way of communicating.
It’s an important time to determine whether your positioning and messaging – through digital, social, print, and web – are in sync. We’ve got our checklist of the top things you need to review when conducting your brand audit midyear.
Discover
Review your 2020 initiatives and material and see if they’re helping to keep you on track with business goals. Ask yourself these questions:
- Are we clearly expressing our vision and mission?
- Are we consistent with the content and visuals that we’re using?
- Are we effectively communicating with our target audience?
- Are we being efficient in our marketing processes by having brand assets and marketing material ready-to-go?
- Are we using the tools that we’re spending money on?
- Are we analyzing these tools on a consistent basis to make sure they’re working for us?
- Are we overspending on these tools and knick-knacks?
- Have we developed a credible and recognizable brand?
- If we’re not meeting any of the above, WHY aren’t we?
- If our marketing isn’t working for us, should we consider a new approach?
Identify
Based on your above answers, identify what you need to do to help advance (and potentially pivot) your brand. Take into consideration things that may have changed in 2020 including your:
- Value Proposition
- Offerings or Services
- Target Audience
- Business Model
- Competitors
- Partnerships
- Advisors
- Marketing Strategy
- Company Goals
- Team Composition
Develop
Develop your game plan moving forward. Be practical when making this list. Whether you’re a solo Chief Marketing Officer or have a full team in place, make sure your tactics and goals are realistic.
- Can you realistically achieve these initiatives?
- If not, how can you prioritize?
- Are there ways to increase efficiency to accomplish more?
- Do some initiatives offer the potential of a greater ROI?
- What can you do yourself and what should you delegate to your team or consultant/agency?
Market
Jumpstart or pivot your marketing program with our proven step by step process. We’ll help you create a 12-month plan and the momentum you need to make marketing a part of your success for the long term – with access to our newsletter with marketing and industry insights! Download our free Marketing Toolkit to help guide your midyear brand audit.
