By Esther Cohen
Auditing your brand can reveal gaps in your story and lapses in your marketing. This guide will show you how to audit your agency’s digital brand and improve it.
Is your digital brand doing a good job of telling your story?
For most agencies, the honest answer would be a clear “no”.
Digital branding is one of those perpetually neglected parts of an agency. The agency might do exceptional branding work for its clients, but its own brand is often ignored.
There are excuses aplenty – too little time, too few resources, and the ever-present “why bother?”
But your digital brand is important. Even if you have a full pipeline of leads, you need a strong brand to complete your story. Ignore it and you’ll find that prospects struggle to spot you in a sea of me-too competitors.
So in this guide, I’ll show you how to audit and understand your agency’s digital brand. And once audited, how to transform it to be digital-ready.
Why Do a Digital Brand Audit?
You might have your value proposition and target audience perfectly mapped inside your head, but is it really conveyed in your marketing?
This is the fundamental question a digital brand audit seeks to answer. Think of it as stepping out of the fishbowl to see your agency as it really is – and not as how you perceive it to be.
Broadly, a digital brand audit seeks to:
- Analyze where your brand currently stands
- Understand where your brand should be
Once you know the gap between where you are and where you should be, you can create a brand that is consistent and clear.
Although there are many benefits to auditing your digital brand, a few reasons stand out:
1. Better Positioning
Far too often, agencies position themselves in a way that neither helps them stand out, nor speaks to their target market. They use generic language and fluff-laden landing pages that don’t tell their story.
A digital brand audit helps you position your agency by:
- Understanding your target audience
- Mapping target audience demographics and psychographics
- Creating brand assets that speak to the target audience’s needs
2. Ensure Consistency
A digital brand is fragmented. It isn’t just the website or logo; it is the sum of all the crumbs you leave online – guest posts, social media updates, and even website comments.
Because of its fragmented nature, it is easy for inconsistencies to creep into your digital brand. Some critical channels might go without updates. Some blog posts might not convey the values you believe in.
Before you know it, no one truly understands what you do or what you stand for.
A digital brand audit helps you zero-in on the “baseline” defaults for your brand. This can ensure that all your prospects get a consistent brand experience, regardless of what channels they use.
3. Improve Marketing-Brand Alignment
How you market yourself often springs from your brand. A brand perceived to be “fun and quirky” will have a different marketing approach than one seen as “sophisticated and traditional”.
Read more here:: B2CMarketingInsider