Audit Your Brand: Find the Gap Between Intent and Perception
Brand Research & Auditing: leave with a touchpoint audit, customer-perception summary and brand gap analysis.
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Suggested mentor
Ajay Singh
Founder, Brand with Ajay · brandwithajay.com
About mentor & skills Visit siteBrandWithAjay
About the suggested mentor
Ajay Singh
Founder, Brand with Ajay · brandwithajay.com
Ajay Singh connects brand positioning, marketing and reputation with the business question behind them. BrandWithAjay helps learners make their value easier to understand and build clear messages, useful content and a consistent brand presence.
Skills & expertise
- Brand Positioning
- Personal Branding
- LinkedIn Content
- Marketing Strategy
- Visual Identity
- Reputation Building
A suggested match for this topic. The trainer and session details will be confirmed when the webinar is scheduled.
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand research & auditing matters — the common problem: Brand decisions are made on internal opinion without checking how customers see the brand.
- 2Core concepts in plain language: Brand discovery, stakeholder interviews, customer interviews, brand audits, identity audits, communication audits
- 3Going further: competitor audits, perception research, brand association mapping, brand health research, cultural research, touchpoint audits
- 4Framework walkthrough: Kapferer's Brand Identity Prism, Positioning Statements, Points of Parity and Difference, Value Proposition Canvas
- 5Practical workflow, built live: A touchpoint audit, customer-perception summary and brand gap analysis.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A touchpoint audit, customer-perception summary and brand gap analysis.
- A working understanding of Kapferer's Brand Identity Prism and Positioning Statements
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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