A brand audit that shows where you stand, and what to fix first.
A brand audit measures how your brand is performing against the competitors you actually face: how many buyers know you, how many would consider you, what drives their choice, and whether they credit you for it. You get a clear verdict on what is holding growth back and a short list of what to do about it.
What drives choice
Buyers credit you for reliability. They don’t yet credit you for value or ease.
Share of choice importance (trade-off method)
Brand map: importance against association with your brand
Key takeout. Two of the three factors that matter most sit in the priority gap. Proof of value and ease should lead the next creative brief.
Example report view · brand names and figures illustrative
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What it answers
The questions it answers.
Where do we stand against our competitors right now?
At which stage do buyers drop away: knowing us, considering us or choosing us?
What do buyers associate us with, and is it what matters to them?
Where should the next dollar of marketing go?
What we measure
What we measure.
The competitive brand funnel
Unprompted and prompted awareness, consideration and preference for your brand and every competitor, with the conversion rate between each stage.
What drives choice
A trade-off exercise across the factors that matter in your category, so you see what buyers prioritise rather than what they say is important.
How your brand is seen
Associations against the category, plotted against what matters, so strengths and gaps are obvious at a glance.
Affinity and the reasons behind it
How strongly buyers feel about each brand, and in their own words why.
Optional modules: positioning territory testing, category context such as where and how people buy, and reads by segment, region or customer type.
What you receive
A verdict and a plan, not a data dump.
A written report and a live debrief: an executive summary that names what is holding growth back, a key takeout on every chart, and numbered priorities for the next twelve months.
Executive summary
You win once you’re on the shortlist. Getting on it is the problem.
Situation
The category is growing, but buyers shortlist only two or three brands.
Your brand sits fourth on unprompted awareness.
Opportunity
Once on the shortlist, your brand converts better than any competitor.
Buyers credit you for the factor that matters most.
Priorities
1. Buy visibility, not persuasion.
2. Lead creative with your strongest proof.
3. Be findable where buyers now search.
Key takeout. Growth is limited by how many buyers think of you, not by how they rate you once they do. Shift weight from persuasion to reach.
Example report view · brand names and figures illustrative
Brand funnel against competitors
Your brand turns more of the people who know it into considerers than anyone else.
Unprompted
Prompted
Consider
Prefer
Prompted to consider
Your brand
59%
Competitor A
51%
Competitor B
45%
Competitor C
36%
Competitor D
35%
Key takeout. Your brand converts 59% of those who know it into considerers, the highest in the set, but fewer than half as many buyers name it unprompted as name Competitor A.
Example report view · brand names and figures illustrative
What drives choice
Buyers credit you for reliability. They don’t yet credit you for value or ease.
Share of choice importance (trade-off method)
Brand map: importance against association with your brand
Key takeout. Two of the three factors that matter most sit in the priority gap. Proof of value and ease should lead the next creative brief.
Example report view · brand names and figures illustrative
Recommendations
Four priorities for the next twelve months.
- 1MediaShift weight from persuasion to reachAwareness, not appeal, is the constraint. Hold message, widen reach in the two regions where unprompted awareness trails.
- 2CreativeLead with proof of value and easeBoth sit in the priority gap. Brief the next campaign to prove them, not to restate reliability.
- 3SearchBe findable at the shortlist momentBuyers who search before shortlisting are your best converters. Match paid and organic to their questions.
- 4MeasurementRe-read in twelve monthsWave two tests whether the reach shift moved unprompted awareness, against the same competitor set.
Key takeout. Every priority traces back to a finding in this report, and wave two will show whether each one worked.
Example report view · brand names and figures illustrative
Example report views. Brand names and figures are illustrative. Client results are never published.
When it fits
When it makes sense.
Before a rebrand or repositioning
Know what the brand stands for today before you change it.
Before briefing a new campaign or agency
Give the brief a measured starting point instead of opinion.
When a new marketing leader starts
Set the baseline you will be judged against.
When the board asks for evidence
Replace activity reporting with a competitive read of the brand.
Ways to run it
Awareness pulse
A shorter study focused on the competitive funnel, when you need a fast read of where buyers drop away.
Full brand audit
The complete funnel, drivers of choice, brand associations and affinity, with optional modules for the decision in front of you.
The natural starting point for tracking.
Your audit becomes wave one. Run the same core again in six or twelve months and you can see whether the priorities it set are working.
“Having commissioned and reviewed brand tracking research for brands across Europe, Asia and Australia, I can confidently say that Brand Health delivers a service and product that is both insightful and excellent value.”
Kurt ViertelManaging Director / CoFounder, Brother & CoHow it works
How we work.
- 01
Brief
A free consultation about the decisions you need to make and what you already know.
- 02
Design
Questionnaire, sample and competitor set, built around your category and your decision.
- 03
Field
An accredited online panel of your real buyers, with your own customer lists added where they help.
- 04
Report
A written report with an executive summary, a key takeout on every chart and numbered priorities.
- 05
Debrief
Presented live to you and your stakeholders by the researcher who designed the study.
Questions
Common questions.
How is a brand audit different from brand tracking?
An audit is a single, thorough read of where your brand stands today. Tracking repeats the same core measures over time, so you can see what has changed and whether your decisions worked. Most clients start with an audit and roll it into tracking.
Who do you survey?
Real buyers in your category, screened to match the people whose choices matter to you, drawn from an accredited online panel. Where it helps, we add your own customer or prospect lists.
How many competitors can you include?
As many as your buyers genuinely consider. Most studies benchmark around ten named competitors, and some include more.
What does a brand audit cost?
There’s no set price. Sample size, how hard your audience is to reach, questionnaire length and reporting depth set the cost, and the pricing page explains how. Tell us roughly where your budget sits and we’ll show you what it can cover.
Make smarter brand decisions
Find out what’s holding your brand back.
Book a free consultation with a senior researcher. We’ll talk through the decisions you need to make this year and how research could inform them.