Home/Pune practice/What a brand audit covers
Guide
The weakest score is usually not the one to fix
An audit that produces six scores and a recommendation to improve all six has told you nothing. The useful output names the one upstream problem making everything below it expensive.
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- Duration
- Two days inside, one week to write
- Fee
- Fixed, stands alone
- Output
- Written assessment, six areas
- Obligation
- None
The six areas
Positioning, sales material, website, channel communication, demand generation and measurement. Scored against what a buyer in your category would reasonably expect, not against an ideal.
The scoring frame above is illustrative. What matters is the written commentary underneath each, which is where the actual finding lives.
The recommendation is always a single starting point rather than a programme. Six recommendations is a way of avoiding the decision.
What the two days involve
Production and quality
What you actually make, how it is controlled, and what your own people are proud of. Usually the source of the strongest material nobody has published.
Application engineering
The questions customers ask repeatedly. This is where the content strategy comes from.
Sales conversations
Two or three listened to, live or recorded, rather than described. What gets said in the room is rarely what the deck says.
The material as it stands
Website, brochure, presentation, quotation, last three campaigns, and whatever the channel is currently sending.
Two customer calls
Where you can arrange them. Ten minutes each, and consistently the most useful hour of the audit.
The numbers
Enquiry volume, conversion, pipeline if it exists, marketing spend by line.
Before you ask
Can we do this ourselves?
Partly, and the customer calls are the hard part to do internally because people are polite to their supplier. If you want to try, start by asking three customers why they chose you and listen for whether their answer matches your material.
What if the audit says we do not need help?
Then it says that. It has happened, and it is a better outcome for both of us than a year of billing against a problem you did not have.
How is it delivered?
A written document and a two-hour session with your leadership to argue with it. The arguing is part of the method.
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Two days inside the business, a written assessment, a fixed fee, and no obligation to do anything with it. Several clients have taken it away and acted on it themselves.
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Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021
office@quiamo.com · +91 90216 02686