Brand and Market Audits
The ili Brand Audit is our first step in truly getting to know your company. Since everything we do at ili hinges on a firm sense of your company's core values, this is an essential element of our approach. The Brand Audit includes an extensive interview process. The primary interviews are of your company's founders and high-level management. From them we hope to gain an understanding of your company's vision and what its core values truly are. We want to know what you think about when it is time to make important decisions that will affect your company's future. After the high-level employees, ili consultants will interview other people in your company—at all levels. Speaking with general employees and workers is a great way to comprehend how your company actually functions at its core. The number and the extent of the interviews will vary depending on your needs, but even at the most basic level, the interviews will target multiple individuals at various levels in your company. In addition to the interview, ili brand consultants want to become acquainted with your company's facilities. By touring and photographing the grounds, if possible, and/or through media provided by you, our consultants will understand the business atmosphere and internal workings of your company. Once the interviews and touring are complete, our ili brand consultants will have a strong feel for your company's identity and can better work to communicate this identity in later stages of the process.
Knowing the organization we are trying to communicate is only half of the audit process. It is also important to know the market which your company's brand will occupy. To be truly successful, a brand must stand out from the rest of the brands with which it is competing. This is where the ili Market Audit is essential. By looking at your primary competition, we strive to keep your brand as unique and therefore as memorable as possible. Logo design, name development, color scheme, and even brand personality all must be generated with at least some consciousness of what your competition is producing. While the extent of the Market Audit will vary by customer, even at its most basic, your audit will investigate most of the major companies in your given market.
Once the audits have been completed, a report will be prepared detailing the findings. This report will be a valuable marketing tool for the later stages of brand communication and will be a general way for your company to come to a better understanding of itself and its market.
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