Brand Audit – Allstate
PLEASE READ ATTACHED INSTRUCTIONS DOCUMENT FOR FULL INSTRUCTIONS!!!
The purpose of a brand audit is to gain a fundamental understanding of where your brand stands in its current state
This essay should conduct a brand audit for Allstate Insurance Company.
You’ll start with the internal elements of the brand: (Each of these must be explained in the paper)
Brand Values, Mission, and Company Culture (what’s the brand’s why?)
Unique Selling Proposition (USP), key differentiator, or brand promise
Target Audience and their needs
Positioning vs competitors in the category
Brand positioning statement
Brand Personality and/or Archetype
You’ll also take a look at the external elements of the brand, including: (Each of these must be explained in the paper)
Corporate Identity – logos and other brand elements such as product design, packaging, slogans, jingles, characters, etc.)
Advertising and Integrated Marketing (TV, video, radio, print, digital, direct response, Point of Purchase, relationship, experiential, etc.)
Celebrity/influencer partnerships
Website
Social Media Presence
Sponsorships/civic-involvement/corporate responsibility/memberships
PR
Content Marketing and other assets – blogs, white papers, case studies, articles, books, etc.
And finally, you’ll take a look at the customer experience: (Each of these must be explained in the paper)
Sales processes/touch points
Customer support and customer service policies
Using the information you’ve gathered, provide a point-of-view on what aspects of the brand are working, which aspects of the brand need some fine-tuning, and which are missing the mark entirely. This must be included in the paper.
The paper must provide thorough, well-articulated brand audit that includes:
• 5-6 examples from internal elements
• 5-6 examples from external elements
• 1-2 examples from customer experience
Using 4-5 examples from the textbook materials provided and provide a strong point-of-view for what aspects of the brand are working, which need fine-tuning, and which are missing the mark completely.
