Is your business losing customers lately, resulting in a downslide of profit? If so, then you should seriously consider performing a brand audit. Amidst the cutthroat competition, the best way to survive and set yourself apart is through differentiation. What differentiates your business from the rest? If you don’t have the answer, let professionals find it on your behalf to improve your brand’s reputation.
Ramotion, a San-Francisco-based branding agency, creates beautiful visual identities. It also provides unique branding strategies, one of which is a brand audit. Denis Pakhaliuk, the founder and CEO of Ramotion, says that a brand audit determines your business’s performance in the eyes of your customers. It helps plan corrective strategies according to your business’s strengths and weaknesses, enabling it to revive after a slump and put it in a better position to grow.
Developing an audit framework
The first step towards any brand audit is to develop a framework. Experts from Ramotion consult with the client to know how the entrepreneur wants their identity to work. This helps them make a list of topics before examining the website.
Some of the areas they cover while creating the audit framework include the website’s use and purpose, the product niche and target market, the main competitors, the strengths and weaknesses of your products, and current and anticipated industry trends.
Checking web analytics
Ramotion’s next step is to scrutinize web analytics thoroughly to observe which areas they need to work on after the audit. They consider several factors like traffic analysis, bounce rate, page views, and conversion rate to determine your website’s potential areas of improvement.
A case in point is Ramotion’s project with Firefox, one of the most-used web browsers. The Firefox team initially struggled to scale its brand structure. They had plans to create new products and wanted their users to enjoy that familiar feel of using the Firefox web browser.
When Firefox consulted Ramotion about their issues with flexibility and scalability, the latter started developing an expandable family structure with the help of a design funnel approach. Their first job was to restructure the logo to create a visual identity that would govern all of Firefox’s products under the same umbrella.
Many companies face challenges while redesigning their brand identity. This is because they don’t go for a brand audit. If you don’t identify the elements that could be limiting your website’s potential, how will you work on them to improve the site’s performance? This is where Ramotion differs from other companies.
They believe that if a brand has a long history, it takes longer to develop strategies to overcome the issues that you find after the audit. Their job isn’t just redesigning the brand. The design funnel approach, in the above example, made decision-making easier for Firefox. It eliminated the scalability issues they had with their brand structure.
The deeper you go into auditing a website, the more areas of improvement you uncover. For Ramotion, brand auditing forms the foundation for brand design. Their constant effort to improve brand design helps clients create a good first impression and provide a seamless and consistent user experience.