Brand Audit

For this project, the name of the company was redacted for privacy. I performed an audit on the company that was fictitiously called Multi Marketing. In the audit, my methodology included sampling various touchpoints of the brand. I examined all forms of internal and external communications to gain a better understanding of its brand identity and cultural alignment. I personally observed several remote client interaction meetings to identify the behavior and satisfaction of customers of Multi Marketing. This provided great external perspective of the brand. I also analyzed client testimonials available on the company website to determine the effectiveness of deliverability on brand promise. I interviewed the Chief Content Officer and received extensive and valuable artifacts for the audit from the Chief Operating Officer. I was made privy to a 49-question survey distributed to employees that had just been conducted, which proved to be valuable information for the audit. I personally conducted anonymous interviews with some staff members. My audit included the company’s organizational chart, the mission, vision and purpose statements, a town hall meeting, internal training, and diversity statements released by the company. I included internal company newsletters, the company website, internal email, several social media platforms including Facebook and LinkedIn.

The premise was to examine organizational culture and determine if the brand had clear and consistent messaging; if communication was effective and if there was open communication among all levels of staff. The brand audit involved understanding organizational culture, consistency, inclusiveness, effectiveness, and the manifestation of theory used in day-to-day application.

Having a comprehensive understanding of the internal workings of the organization and its external messaging, I was able to create suggestions for improving organizational culture during a time when the company was experiencing growing pains. Additionally, I was able to propose changes to external messaging to improve brand consistency.