Audit Your Brand: Find the Gap Between Intent and Perception
Brand Research & Auditing: leave with a touchpoint audit, customer-perception summary and brand gap analysis.
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand research & auditing matters — the common problem: Brand decisions are made on internal opinion without checking how customers see the brand.
- 2Core concepts in plain language: Brand discovery, stakeholder interviews, customer interviews, brand audits, identity audits, communication audits
- 3Going further: competitor audits, perception research, brand association mapping, brand health research, cultural research, touchpoint audits
- 4Framework walkthrough: Kapferer's Brand Identity Prism, Positioning Statements, Points of Parity and Difference, Value Proposition Canvas
- 5Practical workflow, built live: A touchpoint audit, customer-perception summary and brand gap analysis.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A touchpoint audit, customer-perception summary and brand gap analysis.
- A working understanding of Kapferer's Brand Identity Prism and Positioning Statements
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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