How to Conduct a Brand Audit: 5 Steps To Evaluate Your Packaging Design

Brand Audit is an essential step in determining how effective your package design is. A successful brand requires constant maintenance, which includes a brand assessment. A brand audit includes assessing the success of your package design. The packaging for your brand is an essential aspect of its identity and may affect consumers’ perceptions and purchase choices. So it’s crucial to make sure your packaging design correctly conveys your brand’s identity and values.

In order to do a brand audit for your package design, you must consider a number of aspects, including visual appeal, usability, sustainability, brand message, and distinction. Obtaining consumer feedback is another crucial step in the procedure. You could discover important information about how consumers view your brand and pinpoint areas for development by conducting a brand audit.



What is a Brand Audit?

A brand audit is a thorough assessment of a brand’s present position in the market and how its target audience views it. It includes evaluating a brand’s messaging, visual identity, customer experience, and reputation in general. The goal of a brand audit is to identify areas of improvement and develop strategies to strengthen the brand’s position in the market.

A key component of a brand audit is assessing how well a company’s package design works. The way a brand’s packaging is designed affects how buyers perceive it and what it stands for. By evaluating the packaging design, a business can determine whether it accurately reflects the brand’s personality and positioning, and identify any areas for improvement.


Let’s focus on how to conduct a brand audit for your packaging design.


STEP 1: Define Your Brand Identity Through Brand Audit

It’s vital to comprehend your brand identity before you can evaluate your packaging design. Your brand’s principles, attitude, and positioning are all part of its identity. You may use this information to assess how well your packaging design conveys the essence of your brand.

Start by responding to the following questions in order to develop your brand identity:

1. What core beliefs do you uphold? (For instance, affordability, luxury, innovation, and sustainability.)

2, What is the personality of your brand? (For instance, affable, sophisticated, adventurous, etc.)

3. What is the positioning of your brand? (For instance, the most reasonable choice, the most creative, the most environmentally friendly, etc.)

You will have a better concept of what you want your packaging design to express to your customers once you have defined your brand identity.


STEP 2: Evaluate Your Package Design

It’s time to assess your packaging design once you fully grasp your brand concept. Here are some important things to think about:

1. Visual Design: Your package should have an eye-catching design that matches your brand’s aesthetic. Consider the typography, graphic style, and colour scheme employed in your packaging design. Do they fairly represent the character and principles of your brand?

2. Usability: Your packing should be simple to use and functional. Take into account the packaging’s simplicity of opening and closing as well as any extra features, including handles or spouts.

3. Sustainability: Consumers are placing more and more value on sustainable packaging. Check to see whether your package design adheres to your brand’s sustainability principles and is ecologically friendly.

4. Brand Messaging: Your packaging should clearly convey the messaging of your brand. Think carefully about the words and tone you choose when designing packaging. Does it fairly represent the character and principles of your company?

5. Brand Differentiation: Your packaging should set your brand apart from those of your rivals. Check to see if your packaging design stands out on store shelves and conveys your brand’s distinctiveness.

brand audit


STEP 3: Collect Customer Feedback While Performing a Brand Audit

It’s critical to obtain consumer feedback to gain a comprehensive picture of how people view your package design. Customer feedback can be gathered in a variety of methods, including:

1. Surveys: Gathering client input through surveys is efficient. Think about emailing surveys to your list or sharing them on social media.

2. Customer Reviews: Check out the feedback left by customers on your website, social media platforms, and independent review websites. Search for recurring themes and criticism of your package design.

3. Focus Groups: If you want to get in-depth customer input, think about holding focus groups. This might offer insightful information about how customers view your packaging design and the improvements they would want to see.

brand audit

STEP4: Analyse Your Findings & Make Changes


It’s time to review your package design after receiving client feedback and to analyse your results before making modifications. Think about the following:

1. Areas for Improvement: Based on your assessment and client input, identify areas that need improvement.

2. Prioritise adjustments: Arrange your desired adjustments in order of their possible influence on your brand.

3. Put Changes Into Practise: In light of your research, alter your packaging design as appropriate.

4. Test adjustments: By obtaining further consumer feedback, you may determine whether your adjustments are successful.

5. Ongoing Improvement: Conduct frequent brand audits to make sure your package design is still communicating your brand identity and values effectively.

brand audit


STEP 5: Monitor & Measure Results

Following the implementation of modifications to your package design, it’s crucial to track and evaluate the outcomes. Consider using metrics such as sales, customer feedback, and brand recognition to measure the effectiveness of your packaging design.

Additionally, it’s imperative to keep receiving client feedback to make sure that your package design continues to appeal to your target market. Your packaging design might need to be altered when your brand changes to reflect these adjustments.

brand audit


Here are some of the tools to perform a Brand Audit:

Tools Description
SWOT Analysis This tool helps identify the strengths, weaknesses, opportunities, and threats facing the brand. By analyzing each of these factors, marketers can better understand the internal and external environment the brand operates in.
Brand Positioning This tool helps assess the brand’s positioning in the marketplace, including its target audience, messaging, and unique selling proposition. By understanding where the brand stands in relation to its competitors, marketers can make strategic decisions to differentiate and strengthen the brand.
Brand Identity This tool helps evaluate the visual and verbal elements that make up the brand’s identity, including logo, colour palette, tone of voice, and brand messaging. By ensuring consistency across these elements, marketers can build a strong, recognizable brand that resonates with customers.
Customer Research This tool involves gathering insights and feedback from customers to better understand their perceptions of the brand. By identifying pain points, challenges, and opportunities for improvement, marketers can make data-driven decisions to enhance the customer experience and strengthen the brand.
Competitive Analysis This tool involves analyzing the strengths and weaknesses of the brand’s competitors to identify areas of opportunity and differentiation. By benchmarking against competitors, marketers can develop strategies to differentiate the brand and build a stronger competitive advantage.


Note: This is just an example, and there are many other tools and methods that can be used in a brand audit. The specific tools used will depend on the objectives and scope of the audit.


Wrapping up

Making sure your brand is properly expressing its identity and values to customers requires doing a brand audit for your package design. You can identify areas for improvement and implement changes to build your brand by defining your brand identity, assessing your package design, collecting consumer feedback, analysing your findings, and monitoring and measuring outcomes.

Keep in mind that your package design is an important component of your brand identification and may have a big impact on how people view your company. You can make sure that your packaging design effectively represents your brand’s values and appeals to your target audience by routinely reviewing and changing it.


Did You Know?

1. Did you know that 64% of customers make a purchase following a brand-related social media video? Social networking is therefore a useful technique for getting customer input on packaging designs.

2. Did you know colour may boost brand awareness by as much as 80%? Consider the usage of colour and if it correctly reflects your brand identity when assessing your packaging design.

3. Were you aware that environmentally friendly packaging could increase client loyalty and boost sales? Customers are more inclined to choose items with sustainable packaging as they become more aware of their influence on the environment.

4. Did you know that product impression and desire to pay are influenced by packaging design? Consumers are prepared to spend up to 25% more for items with quality packaging design, according to a survey.

5. Did you know that packaging design may also affect the utility and safety of a product? When assessing your packaging design, take into account how simple it is to open and close the package as well as any extra elements that can enhance the usability and safety of the product.

6. Did you know that carrying out a brand audit might help you find opportunities for development and boost client loyalty? You can improve the efficiency of your packaging and raise consumer happiness by routinely assessing your package design and making adjustments based on client input.



Q: A brand audit is what exactly?

A: A brand audit is an assessment of every facet of your company’s image, including your packaging, logo, messaging, and general customer experience.


Q: Why is doing a brand audit important?

A: A brand audit may help you pinpoint areas for development and offer insightful information about how consumers view your brand.


Q: What facets of package design need to be assessed as part of a brand audit?

A: When assessing packaging design, it’s crucial to take aesthetics, usability, sustainability, brand message, and brand distinction into account.


Q: How much customer feedback be gathered during a brand audit?

A: Focus groups, questionnaires, and user reviews can all be used to get customer input.


Q: What should be done with a brand audit’s findings?

A: A brand audit’s results should be used to identify areas for improvement, prioritise improvements, and carry out the necessary modifications.



Add a Comment

Your email address will not be published. Required fields are marked *