Brand Audit Report Created by: The brand assessment was measured against these are the four criteria: Design: quality, suitability, and consistency . Culture: purpose, values, and mission alignment . Buyer: audience relevance and positioning Story: impact, simplicity, clarity, consistency The company Describe the organization. What do they do? Is it a product or a service? If the company has a physical establishment, please provide the URL and pictures of the establishment if it is a store or restaurant, pictures of the product offering. The customer Which kinds of customers seem to be the most valuable to the company? What is the target market they are trying to reach - Remember it cannot be "all". Demographics, Psychographics? What is the problem the target market most wants to solve? How is the company able to solve it? Many organizations, especially non-profits, might have multiple target markets. It would be helpful to ask these questions for each market. Brand identity assessment Does the company have all the components of a visual brand in place? Is there a brand name and a logo? What type of logo is it? Do they fit with the business? please include visuals where applicable.Are there any colours associated with the brand? Describe the colors and images they currently use in their branding. Are they bright, subdued, natural? Any consistent fonts on signage, collateral, etc.? please include visuals where applicable. Are logo, brand colours, company name in elements of the business? Think of website, domain name, signage, packaging, letterhead, brochures, print materials, ads, email address, social media, etc. Brand core assessment What do the brand's core values seem to be? Template created by Gabriela Santamaria @ 2021 Course: BMC 387 Brand and Product Lifecycle Brand Essence is the "heart and soul" of the brand and is often expressed in a tag line or slogan. Does the company have one? Do they seem to fit with the brand core values? Brand Promise declares the relevant benefits the product/service promises to deliver to its target audience. Does the brand promise is clear? This about the differentiation and positioning.Brand Personality is the description of the brand as if it were a person. How would you describe the brand using keyword descriptors? (Please list at least 10 keywords.) Overall assessment In general, does the chosen branding reflect the company's competencies, personality, values, and strategy across all media and all the ways people encounter the brand? Note overall consistencies or inconsistencies, and the strengths and weaknesses of the current branding. For example, do the current materials communicate effectively to the current customers? Recommendations Remember: A story exists for a brand whether it is written, or it writes itself through the perception of the company's staff, customers, and prospects. Based on the overall assessment's results you discovered, what recommendations do you have for this business owner to improve their branding. Feel free to include visuals where applicable. Paragraph per point/topic.ASSIGNMENT 2 Brand Audit Report Due: October 2, 2022 Value: 25 % Imagine you have been contracted to do a brand assessment; you will have to deliver a report for your client. There will be a whole array of items you should review with regards to branding. Instructions Develop an original brand audit report for a brand of your choice. In general, in this assignment you will have to: 1. Identify and assess brand identity elements (logos, symbols, characters, packaging, slogans, etc.) and the core elements (vision, purpose, values, brand promises, positioning statement, tagline, etc.) 2. Identify and assess overall company branding and 3. Provide recommendations Carefully considered These four criteria the brand must be measured against: Design: quality, suitability, and consistency Culture: purpose, values, and mission alignment . . . . Buyer: audience relevance and positioning Story: impact, simplicity, clarity, consistency Requirements Choose a small/medium size business in your community or neighborhood. This could be a store, food establishment, etc. You can also perform this audit for your own business. Do not use well-established brands. No big chains, franchises, or large corporations' brands. The report should be written as if it were to be presented to the client. Recommendations must therefore be convincing and comprehensive. Document Report 1. Use separate template provided for your report. 2. Include pictures, charts or graphs where necessary. 3. Formatting and organization: a. Write in the spaces provided b. Write a paragraph per point/topic. You can use bullets for organization purposes. C. Numbered pages 4. If applicable, cite references (for copyright purposes only) 5. Upload your completed plan to Assignment 2 Dropbox