Photo of handshake and quote: Helping organizations better define who they are, what they do, how they do it, and why anyone should care!

Branding Bytes Archives

Issue 35:
Thoughts On Using Social Media

Issue 34:
Reigning in Public-Private Partnerships

Issue 33:
Seven Ways to Avoid Toxicity In the Workplace

Issue 32:
A Few Bad Apples Bruise the Brand

Issue 31:
Branding Beyond the Logo

Issue 30:
The Yin and Yang of Celebrity Leadership

Issue 29:
Want to Raise More Funds? SPEAK UP!

Issue 28:
Government Funding Cuts: Act!

Issue 27:
"We Are Sorry":
Your Brand is Your Behavior

Issue 26:
Tell Your Story

Issue 25:
Good Leaders

Issue 24:
Think "People,"
Not "Organization"

Issue 23:
What's in a Name?
Just about Everything!

Issue 22:
Is Your Mission
Getting Creepy?

Issue 21:
Welcome to the Age
of the New Normal

Issue 20:
"Receptionist" vs Director of First Brand Impressions

Issue 19:
It's Not About How Your Message is Delivered

Issue 18:
When it Comes to Your Brand, Details Matter

Issue 17:
A Good Brand Requires TLC: Just Ask My Wife!

Issue 16:
Toxic-Work-Environment Syndrome Can Tarnish Your Brand

Issue 15:
Adjusting to the
New Face of Need

Issue 14:
Tired of all the Doom and Gloom? This is Your Time!

Issue 13:
A New Year's Resolution: Don't Cut Off Your Nose

Issue 12:
What You Do Is
About All of Us

Issue 11:
Ethical Standards
and Your Organization

Issue 10:
Leadership: Whose Journey is it, Anyway?

Issue 9:
Giving Circles
and Branding

Issue 8:
The World's Richest Men
— and Philanthropy

Issue 7:
What is an External
Brand Audit?

Issue 6:
Keeping Everyone
on Brand Message

Issue 5:
What is an Internal
Brand Audit?

Issue 4:
Turn Board Members into Better Brand Ambassadors

Issue 3:
Leadership, Vision
— and Branding

Issue 2:
What's 1st—Organization or Brand? / Govt. Cuts?—Branding Helps

Issue 1:
Branding Myths

Issue 5, Winter 2007

Internal Brand Audits

Q. I've heard of financial and communications audits, but what exactly is an internal brand audit?

A. Like a financial or communications audit, an internal brand audit is an independent review of an organization's brand, which, if done properly, provides the organization with a baseline for how clearly its brand is defined, how well it is promoted and what policies or systems are in place to protect it. For the sake of objectivity, the audit is best performed by an outside professional who has a clear understanding of what good branding is all about.

If yours is a small- or medium-size organization that thinks it doesn't have a brand, think again.

Anyone who has ever come into contact with your organization — its programs, products, services or staff — or has heard of you through other sources, already has a "brand" impression of who you are and what your do. But is that impression accurate and complete? And is it the impression you want them to have? The answers to these questions are determined by an external brand audit, which we will save for the next issue of Branding Bytes. Your first objective should be to obtain an accurate snapshot of where you currently are internally with your brand.

Below are sample questions for what a good internal audit should probe for with respect to:

Defining your brand

Promoting your brand

Protecting the brand

The above are only sample brand audit questions. A thorough audit is designed to delve deeply into your organization's core values to ensure that your brand accurately — and honestly — reflects who you are, what you do, how you do it and why anyone should care enough to support you. Keep in mind that a brand is not a cosmetic you apply to make your organization look pretty. Your brand is nothing less than your organization's DNA!

As always, I look forward to receiving your feedback, questions, success stories and branding challenges. Also, if you are in need of a motivational speaker, trainer, branding consultant/coach, or management consultant who can help you answer the questions: Who are we? What do we do? How do we do it? And should anyone care? I invite you to for more information.

In the meantime, good luck with your branding! — Larry

About Branding Bytes

Branding Bytes is a FREE quarterly e-newsletter courtesy of Larry Checco of Checco Communications. Please feel free to forward Branding Bytes on to others. However, Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the following website address: Thank you.


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