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Strategy

Brand audit checklist

Six lenses every brand should be examined through.

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Visualization
1
Category audit
2
Competitor audit
3
Internal audit
4
Communications audit
5
Customer audit
6
Culture audit
What it is

Michael Johnson's audit list: together they paint the full picture of where the brand stands.

When to use it

Before a rebrand or strategic restart.

How to apply

Assign each audit to a person, define output and deadline.

Source: Branding in 5 and ½ steps — Michael Johnson

Related frameworks

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Strategy
5Self-actualizationAspiration & meaning4EsteemStatus & personal br…3BelongingCommunity, relations…2SafetyTrust, certainty, qu…1PhysiologicalFunction, performanc…

Model of Needs

Which human needs does your brand serve?

Strategy
Company
Customer
Competitors

3C Model

Strategy lives where company, customer and competitors meet.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.