Today, I’d like to show you step by step how to conduct a basic online brand audit. Since we are in the middle of the winter, and given that I live in Montreal, I chose “ski resorts in Eastern Townships” as my topic (Mont Sutton, Ski Bromont, Mont Orford and Owl’s Head.) I chose these ski resorts, because they are my favourites. I love them all. My goal is to show the best practices so that other brands can improve themselves. Mind you, this is an online audit; so I am not talking about the actual resorts. Similarly, I am not evaluating to their marketing collaterals either.

Keep in mind that online brand audit is quite a methodical task. You may want to print webpages and create a big collage. Or maybe you use Evernote. The key is to keep a record of everything because we are going to accumulate a lot of information. For every brand, we will check three fundamental things: the brand’s websites, its online footprint and its visuals. This will be fun. Let’s see what we find out!

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