Benefits of an Eqco Brand Audit
The Brief:
Our client approached us to determine what their brand stood for.
Even though dozens of years had passed in the brands lifetime the obvious issues and questions were presenting themselves.
What do we stand for?
How can we better articulate what our values are?
How do we stand apart against the crowded competitive landscape?
How should our brand shape all of our communications?
It is a common situation as many brands start out selling products or services but don’t really define what the true company values are, ones that make it really differentiated in the market. After all they are just starting out, getting the business set-up and starting to trade so usually they will decide on some placeholders ‘for now’. But, when that company becomes more successful and gains a wider audience, they need to make sure they better understand what people think and how to bring all of this information together to make the brand stronger, better defined and more agile for today’s marketplace.
You can only articulate what you know and without insights, research and analysis you are guessing or, at worse, making it up as you go.
So, we took carefully orchestrated questions to find out real brand truths, to uncover what lies beneath the clients brand today and opinions and feelings that can help the brand better define itself.
The Task:
Our analysis and audit brought together real values and truths that can help impact and empower the brand for future works, its direction and perhaps a final destination (or at least a desire for what it should become). Change presents businesses and society with big challenges and extraordinary new opportunities – the brand needs to be ready for these, always.
Enduring brands are by definition brands that continue to compel the audience to maintain a relationship, create desire and are well understood. This is maintained by using a well-defined brand strategy that brings consistency above all else.
It is this which drives us and our work for all clients regardless of sector, lifespan, challenge or needs.
The Outcome:
A snapshot of the real brand landscape.
A clear set of markers for us to use to help define the brand strategy moving forward.
A series of directional indicators for how we need to manifest the brand – from logo and colourways, to graphics and templates and ultimately content and stories.
Brand audit informs, defines, shapes and builds the heart of the brand.
We have helped some of the world’s best-known brands with these brand audits including NIST, Google, BAT, Dhara Dhevi (Chang Mai), Cross Hotels & Resorts, British Airways, Philips, Diageo, Unilever, P&G to name but a few.
Either way, you’re in great company.
