While a branding audit may sound painful on multiple fronts, it’s usually an incredibly helpful practice that every brand must go through to stay current and up to date in an ever-changing marketplace.

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Most of these branding audits are performed my brand strategists and their teams to get a better sense of how a brand is perceived by their clients and customers in general. It also covers other important areas like a brand’s values, mission and company culture.

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All brands need audits, whether they are located in Pretoria, South Africa or New York City. Of course, where those brands are located and what they do as a company will affect how the audit is both performed and weighed by the auditors. Each time an audit is done, a number of things will be revealed about a brand and these will be both good and bad—brands should be prepared for as much bad news as good. However, all of this information can help a brand improve and be better in the future.