Okay, just the word “audit” gives me the heeby-jeebies. There is a reason I am not a financial advisor, a CPA or... you know... someone who deals with money-stuff. I don’t like it. Hence: I am a writer. (And yet, all I can come up with “money stuff.” Heh.)

When it comes to your brand, it’s not only possible but necessary to put your (or my) negative associations aside and embrace all an audit has to offer. Because a brand audit is an excellent way to get a true perspective on how you are positioning your company. In fact, we recently performed a brand audit and formulated a new strategy for a client that you can read about very soon! (note to self: write the darn case study already!)

A brand audit takes a deep dive into every aspect of your business -- as perceived by those outside of it. You may have a complete understanding of who you are and what you do. But is your audience getting it? Are you telling that story through all channels in a consistent and concise way?

Here’s what you can use in your audit.

Logo. Maybe you have a very expensive brand mark. Maybe you have a type treatment you created with Office. No matter what you’re using, use it like you mean it. Are your fonts and colors consistent across your stationery, emails, website, marketing materials, uniforms and signage?

Imagery. Do the images you use all have the same color scheme, framing and characteristics? For example, do you like black and white images? Illustration? Are you using stock photography that everyone has seen before? (Like an image of shaking hands -- no one has ever used that to good effect. Please resist!)

Emails. Does everyone on your team use the same domain? Or are you mixing gmail and hotmail accounts, etc? Do you all use the same tagline or signature? Perhaps some folks like to include their full name, mobile number and web site; others, have hyperlinks to Facebook or Twitter.

Tone. Some folks like to use first person when talking about their companies, as in “We make great widgets.”  Some prefer third person, as in “Walker Interactive makes great widgets.” Whichever you prefer, are your sales materials, website, emails and ads all using the same style and tone of voice? (I just realized you probably think widgets = WordPress. I feel old.)

Packaging. From receipts, to bags to boxes, is your product's packaging distinctive and in keeping with your brand?

Communication. Is your phone answered in the same manner every time? Do your store employees greet customers? Is this first introduction to your company in keeping with your brand?

Once you’ve examined all these aspects of your brand, you should have a better idea of the story you’re telling from the inside out. And that’s a good starting point for any brand alterations you might have to make.

Next time: outside in!