BRAND AUDIT
Assess what’s working and what to evolve
Every brand must change to thrive. But knowing what to keep and what to change can make the difference between a value-building rebrand and a value-destroying misstep. Our brand audit and scorecard assess each brand value driver, setting the stage for smart change.
What drives brand value?
Strong brands are valuable because they have a strong influence on their audience. They connect on every level, driving interest, purchase premium, loyalty and advocacy.
Referent has identified 5 value drivers that we audit to create a brand value scorecard.
Recognition
Audience’s familiarity with your brand identity elements
Relevance
Audience’s perception that your brand fits their needs
Regard
Audience’s positive feelings, thoughts toward your brand
Rarity
Audience’s perception that your brand is a unique option
Response
Audience’s actions that benefit your brand
STEP ONE
Brand equity research and scoring
We deploy a mix of research tools to determine how your brand is doing across each of the 5 value drivers. This process creates a clear picture of your brand’s strengths and opportunities. High scoring areas indicate a need to protect and amplify what’s working, while lower scores indicate a need to evolve.
STEP TWO
The rebranding spectrum
Rebranding exists on a spectrum. Some agencies like big changes that look good in their portfolio. Some staff like small changes that hedge their bets. We believe in smart change that’s appropriate for your unique brand scenario. With a brand value scorecard in hand, Referent can recommend the appropriate level of change needed.
Reposition
Refresh
Reinvention
Brand audit FAQ
Simplified answers to common customer questions.
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When the opportunity cost of staying the same exceeds the cost of evolving.
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If marketing isn’t gaining traction despite strong tactics, it’s likely a brand problem. If the brand is strong but awareness is low, it’s likely a marketing problem.
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By protecting and amplifying what works and having the courage to evolve what doesn’t. Big changes should be tested before they go to market.
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By increasing the quantity and memorability of brand assets so that each impression works harder to build recognition.
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By clarifying your audience, articulating their needs, then comparing those to your core offering.
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By asking about their emotional context and reactions to brand elements—not just their functional needs.
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Even if you don’t have any competitors yet, there is always competition, which is anything other than choosing you. At a minimum, we’ll clarify what those options are.
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Establishing a unique place in your audience’s mind is about perception. Even if your offering is a commodity, we can help you create a unique emotional connection.
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By capturing more of your audience’s category budget, removing low-margin offerings, emphasizing high-margin offerings, and turning leftover goodwill into advocacy.
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Not at this time. We assess what’s working, what’s not, and how to build brand value over time. Think of us as a mechanic, not a car appraiser.
Want to know where your brand stands?
No pressure, no gimmicks, no spam.
Just a real conversation to move you in the right direction.