Brand audit and marketplace analysis template

Rapidly define the brand values of a business

  • Authors: Created by Digital Marketing Strategy consultant Chris Bates. Edited by Dave Chaffey.
  • Format: 18 A4 page unbranded Word document template for you to amend with one page brand summary for a rapid review.

How will this online branding audit template help me?

For digital marketing communications to be effective, they must closely support the brand they are promoting, whether this is a brand related to a company, product or service.

This template supports the creation of effective branding for websites and other digital media assets such as landing pages. It's intended to support different processes where a company needs to summarise or review their brand values either with an agency or when teams are collaborating within a larger company.

The template is not specific to digital channels, it summarises broader business and branding aims.

Typical use-cases are:

  • Website design projects
  • Creation of marketing and digital marketing strategies and plans
  • Creation of marketing campaign plans

We've created it to help marketing consultants and agencies and for internal reviews between a digital marketing specialist in a company and other marketers.

It was created as an efficient way of taking briefs from small and medium business owners or marketers as part of projects for digital marketing strategy including website improvements.

What does the branding template review include?

The template is a structured form with boxes that can be filled in by clients or used for a structured interview or in a workshop with clients. It has these sections:

  • 1. Business context.
  • 2. Customer and market analysis.
  • 3. Brand including creation of different brand models such as the Brand Onion.
  • 4. Industry and market sectors.
  • 5. Products.
  • 6. Competitors.
  • 7. One page brand audit summary.
  • 8. Our relationship.

Available to
Expert members
Learn more

What our members say

Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.

Joao da Costa, Marketing Officer at Southbank International School

We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.

Stuart Sykes, Digital Marketing Manager

Smart Insights is one of the best digital ‘tools’ on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.

Jennifer Law, E-Communications Manager, National Pharmacy Association

Get access to this now by purchasing an Individual or Business Expert membership

Plus access 100+ resources in our Digital Marketing Library to Plan, Manage and Optimize your marketing:

  • In-depth Ebooks
  • Online training
  • How to videos
  • Marketing templates