There are some key times when a Brand Audit should be undertaken, including:
– Before and after a re-brand to determine the effect of the re-branding;
– When valuing a business for sale or to attract investment;
– When an organisation is unhappy with their internal or external communications;
– When there is a disconnect between how the organisation wants to be perceived and is actually perceived.
In general, however, it is a good idea to undertake a brand audit on a regular basis to ensure that it is being used properly since generally the faster you find an issue, the easier it is to fix.
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