BRAND/DESIGN

AUDIT
Design audit

The goals of a design audit is to examine what design practices can do to increase
the responsiveness to the companys brand, products and/or service.

The key components involved in this process are

Product
Brand
Operations
Brand audit

A brand audit is a detailed, documented process of reviewing the current state of a

brand ( what message does a company sends into the world)

This process includes analysis of the brands characteristics from color to tone
of voice.
This process also includes the insight to how other perceive the branding and
the message of the company.
Visual audit

A Visual Audit is a fancy way of saying a formal review of any and all visual materials,
including both digital and print collateral. Each visual opportunity to communicate
with your customer the look of your website, business cards, social media profiles,
retail store layout and personal appearance all impact the value of your brand. A
prospective clients first impression of you and your business is crucial to converting
them from a once-off buyer to a long-term customer.
Importance of visuals

For starters, 90%* of information transmitted to the brain is visual and is processed
60,000* times faster than text, so your visual strategies must be working as best
they can to achieve your business goals. Often its your visuals that a customer will
notice first and continue to recognise again and again, so you need to make sure
they are all in line with your brand.
A brand only exist in the
Name the brand
mind of the consumer
The following elements can create the brand
Name
Type
Color
Shape
Tone of voice
Brand equity model
Case study: Heineken
Part I
Salience
Friendship
Sharing good memories
Huge and strong advertising campaign
Global brand: Green bottle with red star

Imagery
Young male
Self-confidence
Party
Trendy
Case study: Heineken
Part II
Performance
Perceived as premium beer worldwide
Iconic brand name and image
SCR

Feelings
Pleasure
Fun
Chill
Case study: Heineken
Part III
Judgements:
- Quality
- Superiority
- Recognizable brand image
- Choice during purchase

Resonance:
Repeated purchase
Loyal consumers
Strong positive perception: associated with happiness and pleasure
References

Hammond, J., 2008. branding your business. s.l.:s.n.

Kapferer, J.-N., 2004. The New Strategic Brand Management: Advanced Insights and
Strategic thinking. s.l.:s.n.
Keller, K. L., 2012. Strategic brand management. Global edition ed. s.l.:Pearson.