{"id":3329,"date":"2010-09-15T12:01:11","date_gmt":"2010-09-15T19:01:11","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=3329"},"modified":"2025-08-21T02:49:59","modified_gmt":"2025-08-21T09:49:59","slug":"use-this-easy-brand-audit-survey-template-before-you-put-your-marketing-plan-together","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/use-this-easy-brand-audit-survey-template-before-you-put-your-marketing-plan-together\/","title":{"rendered":"Use This Easy Brand Audit Survey Template BEFORE You Put Your Marketing Plan Together"},"content":{"rendered":"

\"building<\/a>The Canary in the Coal Mine: How a brand audit can indicate the \u201cmarketing health\u201d of you business<\/strong><\/p>\n

“Surveys, focus groups, and other voice-of-customer inputs will be invaluable as you formulate new ways to position your offerings, differentiate your business, and stand out in a crowded marketplace.”<\/em><\/p>\n

Your business\u2019 brand is everything you do, everything, you say, and everything you stand for. It\u2019s no less than the strategy of your organization. That\u2019s why it\u2019s important\u2014no, critical\u2014to take the pulse of your brand occasionally, and find out how it\u2019s ticking.<\/p>\n

Since early coalmines did not feature ventilation systems, miners would often bring a caged canary into new seams of coal. Canaries are especially sensitive to methane and carbon monoxide, which made them ideal for detecting any dangerous gas build-ups. As long as the canary in a coal mine kept singing, the miners knew their air supply was safe. A dead canary in a coalmine spelled an immediate evacuation.<\/p>\n

So it is with your business\u2014and your brand. You need to routinely check for leaks and missteps in your brand platform by checking in with your customers and, if possible, your prospects. Why? Because the marketplace is fickle. Trends, fashions, what\u2019s hot and what\u2019s not, and the economy, all conspire to make your customers and prospects a constantly moving target.<\/p>\n

LEARN ABOUT:<\/strong> Brand health<\/a><\/em><\/p>\n

Surveys, focus groups, and other voice-of-customer inputs will be invaluable as you formulate new ways to position your offerings, differentiate your business, and stand out in a crowded marketplace.<\/p>\n

A Simple Survey<\/strong><\/p>\n

While there is any number of ways to approach your target market to discover what they think about your business, you ultimately want to understand three fundamentals:<\/p>\n

    \n
  1. Awareness (do they even know your business exists?)<\/li>\n
  2. Engagement (are they currently using your products or services?)<\/li>\n
  3. Satisfaction (are they happy with your current offerings and how they are delivered?)<\/li>\n<\/ol>\n

    When embarking on a brand strategy exercise or simply want to take the pulse of a business, I typically start with a line of questioning based on the following:<\/p>\n