This examination of the media used by brands in your space to reach their customers through a variety of channels helps to explain just who they are what they represent. In each case, in each touch point organizations make contact with the audiences they intend to influence. If those audiences are the same ones you hope to reach as well, then it’s important to understand what they are being exposed to. An exhaustive communications audit can encompass a review of typical communications distributed out through digital, print and retail channels. Typical touch points include:

  • Website
  • Email
  • Social Media
  • Retail Outlets
  • Signs

  • Advertising
  • Stationery
  • Brochures
  • Uniforms
  • Fleet Vehicles

By reviewing these you can get a sense for how each brand “position’s” itself by reading what it writes about itself, seeing how it represents itself visually and understanding how they want their intended audiences to “see” them. It’s also a good idea to conduct this same degree of scrutiny with your own brand as well as the key competitors in your marketplace to compare and contrast. It helps to bookmark a point in time and map how your brand compares with your competitor’s brands. It’s as important to get a sense for where you stand now as much as identify where you want to be positioned in the future.