What?

A brand audit reveals how customers perceive and interact with your business. It highlights both the strengths and weaknesses of your brand, while uncovering opportunities for growth. By understanding your brand’s current performance and areas for improvement, a brand audit ensures your vision and values align with your communication. As a result, customer expectations are naturally met.

When?

When brand strategies fail, a brand audit uncovers the reasons behind it. During a complete rebranding, it acts as a foundation—analyzing past challenges and achievements to shape the new identity. And in the case of repositioning, a brand audit helps identify what must be adjusted to successfully achieve the desired positioning.

How?

Market & competitor survey

While a brand audit focuses on your own brand, products, and services, it is equally important to study the market you operate in. This helps identify what works and what doesn’t—not just for you, but also for your competitors.

Brand communication survey

Every aspect of your brand—from identity, marketing collaterals, and visual or communication approach to online and offline channels—is thoroughly analyzed. Based on a detailed feasibility study, we then recommend what needs to be revamped and what can remain unchanged.

Bringing change

This is not just a step in the audit process—it comes after. An audit holds no real value if the suggested changes are not implemented. The recommended improvements across different aspects of your current branding are what will drive the much-needed visibility for the future.

How much ?

It's free...

What?

Brand architecture explains the connection between a parent company and its different brands, giving stakeholders a clear view of their relationships. It works like a roadmap for making decisions on brand strategy, image, operations, and finances, while also helping customers understand and engage with each brand.

When?

Brand architecture becomes essential when multiple brands or companies exist under one umbrella, each with unique offerings. It also plays a key role during business expansion into new products or services, ensuring the overall strategy is redefined and aligned.

How?

There are generally four main types of brand architectures. Choosing the right one depends on answering key questions such as: Is the market large enough to enter? Is it profitable? Should the parent brand’s legacy and positioning be leveraged? What does the competition look like? And is there an opportunity to become a leader or pioneer in that market?

Branded house

A powerful master brand that extends its name and identity to its sub-brands or products/services in all communications. Example: FedEx and FedEx Freight.

House of brands

In this model, the sub-brand takes center stage as the parent/master brand does not actively endorse it. Example: Maggi, where Nestlé’s name is not prominently displayed on the packaging.

Endorsed brands

In this structure, the sub-brands benefit from the parent brand’s equity by being directly linked to it. Example: KitKat, which consistently features the Nestlé logo on its packaging.

Hybrid model

Interestingly, Nestlé follows a hybrid model, as its overall structure includes both a House of Brands and an Endorsed Brand approach.

How much ?

Creating a brand architecture is a detailed process that requires in-depth Q&A, thorough research, and data-driven insights into the brand. Since a brand’s promotional strategy is closely tied to this exercise, we usually do not provide it as an independent service.

What?

Brand research and analysis act as the key drivers influencing a brand’s growth. They help ensure that branding efforts move in the right direction and that marketing budgets are allocated and used efficiently.

When?

Brand research and analysis are essential both when creating a brand from the ground up and when aiming to take it to the next level. This applies to enhancing digital or offline presence, or redefining positioning through visual identity and communication strategy.

How?

Objective & perspective

The process of brand research is shaped by its purpose. Factors like brand perception, growth drivers, and barriers are evaluated depending on the goals the research aims to achieve.

Balance between internal and external perceptions

What image do you want your brand to have, how is it actually perceived, how do competitors stand in the market, and where does the gap lie? Finding answers to these questions lays the foundation for your new brand communication strategy.

How much ?

This service plays a crucial role in shaping brand purpose and positioning. It is not designed to function as a standalone offering