Strategy

Marketing and brand audit

With over 5.7 million SMEs registered in the UK, it’s not surprising that 50% of businesses fail during their first five years. Brand is how you can make your business strong, powerful and rise above the competition. Improving recognition, generating new leads and inspiring employees are just some of the many benefits that brand reviewing has. It only takes 7 seconds for people to form an impression of your brand, so making it a strong one matters.

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WHAT IS A BRAND REVIEW?

A brand review is a check-up that evaluates your brand’s position in the marketplace, its strengths and weaknesses and how to improve it. It covers internal branding, which involves factors such as brand values, mission and company culture and external branding such as your logo, print and online advertising and marketing materials.

HOW DO EDGE APPROACH A BRAND REVIEW?

You have 7 seconds to make a strong first impression. Branding is about crafting a memorable identity that captivates your target audience and ultimately, increases your sales.

Developing your brand is a cooperative process. Working with you, we’ll get under your business’s skin to ensure that we really understand your goals, your existing brand and point out how and where you can improve. We’ll also look at your industry and competitors to assess what motivates consumers in your market. Reviewing your entire brand ensures that we create consistency behind your business’s messages. Together, we’ll create a meaningful, recognisable and respectable brand. With over 15 years of experience in developing brand strategy, we have established a multi-level process of reviewing your brand:

Our multi-level process of reviewing your brand

  • 01

    STEP ONE: UNDERSTANDING YOUR BUSINESS

    It is imperative that we understand your business in order to review your brand. We will therefore take a deeper look into what makes your business unique as well as what you are wanting to achieve. We will then be able to review your business with an understanding of your goals to see what you are, and what you aren’t achieving.

  • 02

    STEP TWO: COMPETITOR INVESTIGATION

    To review your brand, we must understand your position in the market. It is imperative that we assess your competitors to give us an idea of what works in your industry. We do this through high-quality, specialist tools that delve into the strategy of your competitors.

  • 03

    STEP THREE: MARKET RESEARCH

    You want your brand to be attractive to potential consumers – but who are they? What grabs their attention? We carry out extensive research to get a real understanding of your consumer, pinpointing your primary audience and how your brand can be attractive to them. By refining this, we get an understanding of what your target audience expects from a brand and how you can be that brand for them.

  • 04

    STEP FOUR: VISUAL FACTORS

    Although designing a logo might be vital for your business – it’s not the whole branding process. There are many visual factors that make up a great brand and checking every box is imperative. We assess your existing brand imagery to see how it fits with your business personality.

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