Recently, I had the opportunity to return to my alma mater, University of Wisconsin Oshkosh, to speak with a classroom of digital marketing students. As part of their Digital Marketing Analytics course, they are conducting a high-impact brand audit for a real client.

When I received the invitation from Professor Kathy Fredrickson, I was immediately excited. Brand auditing has been a core part of my work for years, and it is one of the most valuable places to start with a client.

A brand audit is not just for new clients. It is also a powerful reset for organizations in a period of growth or transition.

Sometimes, the best way to move forward is to pause.
Take a step back.
Look under the hood.
Understand not only how you are presenting your brand to the world, but how others are experiencing it.

It sounds simple, but in practice, it’s not.

The Challenge with Brand Audits

A strong brand audit connects activity to impact. That is where things can get complicated.

Once you begin, you are quickly met with a wave of data: metrics, platforms, reports, and dashboards. It is easy to get lost, and if you do not start with a clear direction, you will end up with a report full of numbers and very little meaning.

The result is a common mistake: reporting on activity instead of delivering insights.

And based on experience, there is no faster way to lose your audience than handing over a long, tactical report without connecting it back to the bigger picture.

I have been there and learned that lesson. I do not recommend repeating it.

What Actually Works

Over time, I have simplified my approach: Think like an analyst, share like a storyteller.
Do not just report activity - show impact.

That mindset changes everything.

What The Students Wanted to Know

During the presentation, I could see the shift. Students leaned in and their questions started coming. This is always a good sign, I like questions. Here are a few that stood out.

When Clients Come to You, What Do They Need?

Most clients start with big-picture questions.

They are not sure if their marketing is having an impact. They are unsure what stories they should be telling. They want to understand their brand reputation. They are trying to figure out what is working and what is not.

What they are seeking is clarity. And a brand audit provides that baseline. It gives direction and helps define the path forward.

How Do You Know What to Measure?

This is where most people feel overwhelmed. There are so many places to start and those of us who do this often have developed our own process. My approach is simple.

I start with questions, a lot of them. Yes, I talk a lot, but I also know how to listen.

I ask the client what they are trying to achieve and push beyond surface-level answers and connect to real business goals.

From there, I use the PESO(R) model developed by Gini Dietrich to evaluate performance across paid, earned, shared, and owned media.

Then I shift into analyst mode and ask:

• What happened?
• Why did it happen?
• What is likely to happen next?
• What should we do about it?

I combine this with an overlay of industry and competitive research to expand the perspective beyond the brand itself. That is where the insights start to take shape and the overwhelm washes away.

What Tools Do You Use?

The short answer is a lot.

I enjoy testing new tools and platforms. Over time, I have built a core set that I rely on regularly.

Some of the most consistent include:

• Muck Rack
• Sprout Social
• Google Analytics
• Google Search Console
• SEMrush
• AI tools like ChatGPT and Gemini

Tools are helpful, but they are only part of the equation. The real value comes from how you understand and interpret the data. 

Why Did You Choose Agency Life?

This was the easiest answer of all. I chose the agency path because it challenges me to keep learning.

Every client brings a different set of opportunities and challenges. The questions might start in a similar place, but the path forward is always different.

I enjoy the discovery process, helping clients find clarity, and building strategies that help them grow.

It is challenging, but it is rewarding. No two days look the same, like ever. And you will meet some of the most interesting people along the way, which is a bonus in my book!

One Final Thought on Brand Audits

A brand audit is not just a report. It is a tool for clarity.

When done well, it connects data to direction. It turns information into insight. And it helps organizations move forward with confidence. There is no perfect time to start. The right time is now.

Start measuring what matters, and use those insights to make smarter, more strategic decisions.

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