From the very beginning of the Internet, the number one challenge which all of us have faced is how to attract qualified visitors to our websites. Throughout the boom years, one of the most popular solutions was to get massive funding, relatively easy to get in those days, and “buy” traffic, by various means.As an iconoclastic younger developer, with ambitions of beating the “big boys” at their own game, more time than money or the connections to get it, I sought a less capital intensive methodology to achieve the same results. Years of study and rapt attention to the pertinent forums, trying everything that even seemed to make sense (making many mistakes along the way, and learning much from each one), then carefully monitoring the results, has lead to many highly workable tools in our SEO bag of tricks. The outcome of these trial and error methods, (lots of both) lays the foundation of our SEO services and the basis for the ongoing growth of traffic to your website and ours.The simple fact of the matter is this: Expertise in any other form of writing in no way qualifies one for the type of writing required to optimize a website for the Internet. There are many sites which have less than correct punctuation, grammar, and even spelling which rank #1 in their optimized search phrases. This is not to say that I don’t think these things are important, only that to be found in the search engines, they are not the most important consideration.The flip side of this argument is equally true. Just because someone knows all the ins and outs of all of the search engines, can write algorithms in their sleep, has lunches with Dr. Eric Schmidt and is on a first name basis with Larry Page and Sergey Brin, does not, in any way, make them a writer. All of the writing on this site was done as a collaborative venture between Susan K. Thompson, a professional writer with strong academic credentials and real world experience, in both business and marketing, and myself. Was there a lot of editing and re-write? Yes. Were there disagreements? You bet! Was it worth it? Look at the record.Emerald Coast Entrepreneur was launched on May 1, 2005 with most site optimization in place and submission to the directories just beginning. With a total monetary investment of less than $100.00, and a time investment, I’d rather not think about, but which approached 300 hours, the site was given a PR5 ranking by Google on it’s first update, less than 2 months after launch.Studies show that over 90% of all online users use search engines to find what they are looking for, whether products/services, or just plain old information.The following twelve points will, I hope, summarize a philosophy, approach and methodology to the SEO question which is both sound and effective, along with giving some helpful insight into the industry itself.1. Content. Content. Content.
Effective, professional, optimized Copywriting is the single, most important factor in any SEO campaign. Search engines index websites based on the content found on each page of the site. With a thorough understanding of the language and grammatical conventions combined with intensive research, to find and exploit the market focus, one can move a website to the upper echelon of the “SERP’s” (Search Engine Results Page) in a methodical as well as ethical manner.2. Analyze Web Logs.
Measure everything, at least twice, and then check again. While I would be the first to say that many of the procedures that make up website optimization are more art than science, one needs to take a very scientific approach to the results of the effort. This is done by methodically keeping a record of, and making an analysis of the sites web logs. There are a number of specialized software which make the job easier but at the bare minimum, one needs to keep a close eye on the site visitors and their activity while on the site. No matter how well planned the strategy, it is largely theoretical until proven by the results, which can only be measured by the logs, and a thorough analysis of their content.3. No one can guarantee a #1 ranking on Google, or any other search engine.
Those who promise such feats will either optimize for such vague search term phrases as, (“green stunted widgets with purple Polka-dots and icing”) that no one will ever likely look for, or they are making a false claim, which they have no intention of keeping, or they have an inside edge at Google, something which they will loose, quickly, when the honest folks at Google find out about it. The other option, that they will take the money and run, is worth mentioning here but I’ll be polite.4. Some things are just plain silly.
You don’t need to submit your site to 50,000 search engines. Businesses which offer this service are suspect, at best. 85% of the search results on the Internet come from one search engine, which, if you have one link from an established website, or better yet, a directory, will find your site just fine, on it’s own. Four (4) search engines account for over 90% of the traffic on the web. As for any supposed benefit which may accrue from being listed in an obscure search engine in Botswana which specializes in safaris to the Kalahari Desert and receives 7 hits per day; well, you figure it out.5. SEO is not Pay-per-Click.
While no one would argue the effectiveness of getting increased traffic and sales, through a well planned, pay-per-click campaign, the fact remains that the conversion rates are generally low and they cease the moment the “pay” stops. With a well planned and executed SEO campaign, while results may take a bit longer, they continue to produce, and in fact grow, long after the work is done and paid for. Quite often we have found that after a thorough optimization of a site, only minor adjustments are needed on an ongoing basis, primarily related to new content and/or new items of sale or service.6. SEO is not witchcraft, Druidism, shamanism.
Neither does it require any special chants, ceremonial fires, or vestments, though some of us do like to howl at the full moon, on occasion. There are no “Top Secret” practices which a reputable SEO can not tell a client, a judge, or his mother, for that matter. The very nature of the Internet has always been cooperative and there is nothing about SEO that can’t be learned, with a heavy dose of time and money. A reputable SEO firm will give you an item per item breakdown of just where the money goes. Be wary if you sense a secretive atmosphere or any unwillingness to answer questions. While there are technical points which might take some background to fully understand, if one has a solid overview of the entire situation, a simple explanation should be easy enough to come up with.7. Do-it-yourself SEO.
Yes, you can execute your own SEO campaign and find a reputable SEO firm to help plan and organize it for you. About one half of my own clientele do some part of the actual work themselves, or have their in-house dedicated personnel do it, after discussion of the goals and aims of the business/website, a thorough website analysis, comprehensive search phrase research, and focused instruction on the ways and means of achieving high SERPs. These preliminaries are followed up with a detailed program of suggestions and methods which the client can then implement themselves or hire others to perform. Average savings; 30-40%.8. Phased Implementation.
While many companies spend thousands of dollars per month on Search Engine Optimization, an alternative is available which will pay dividends to you in increased sales and leads without the high initial investment. The most important consideration is to have a reputable firm handle the initial evaluation and suggested optimization planning first. The trial and error method will cost much more, in the long run, with or without the desired result. After studying the plan and establishing a workable budget you may implement the plan as finances allow.9. Remember the old saying, “If it sounds too good to be true, it probably is.”
Never was this more true than in the realm of SEO. While concrete and measurable gains will always come from a well thought out and executed optimization strategy, the Internet is a competitive media and we all want to be number one. Accept that a steady upward movement, over time, will place you worlds ahead of a flash followed by a crash.10. A thought to ponder.
At stake, in the race for the top, is the very existence of your website, your business, and quite possibly your reputation. Beware of any “shortcuts” or less than ethical schemes that anyone might suggest to further your business goals. When it’s all said and done it is you, the business owner, who bears the responsibility for any company or individual you hire. Insist on knowing exactly what the strategy is and what steps are being performed to implement it. If it seems, in the least, suspicious, ask for and get an explanation. In this case, not only is Ignorance not bliss, it could very well be the beginning of the end for your business.11. All incoming links are not created equal.
Both the relevance to your line of business and website subject matter and the PR value of the incoming link determine how valuable they are to your own PR ranking. With Google starting the trend, nothing new there, and most of the others following close behind, the days of grabbing all the inbound links, in any way possible, are gone. Not only will low ranked and/or irrelevant inbound links not help, they will, in fact, cause a penalty. Link farms, free-for-all link schemes, automated link accumulation software, or any other fad that doesn’t carefully screen the links and websites they are coming from will, in the long run, do more harm than good.12. It’s more than just facts and figures.
The relationship between an online business and SEO is, perhaps, one of the closest of business relationships. In order to be effective, a SEO must know not only the facts and figures pertaining to the endeavor, but s/he must know something of the dreams and aspirations of the business principals. Things which don’t normally come out in a prospectus are often invaluable information when searching for the “right fit” into the complex world of the Internet. My own clients sometimes ask, due to the frequency of my calls and email in the early phases, “Am I your only client?” I usually laugh and say something to the effect that until I know your business almost as well as you do, yes, you are the only one that counts.

Success FactorsHow to Discover the Love, Innovation and the Entrepreneurial Fitness Required in a Global Network Marketing BusinessForwardTo everyone that is doubtful of hope – this is for you!Let’s begin. A few short weeks ago, unbeknownst to me, I had the privilege of meeting someone on an airplane bound for Adelaide, Australia; who would lead me onto an exciting path of discovery. We momentarily chatted at the back of the aeroplane on my way back from Nadi, Fiji; in a chance meeting in which I would say ‘yes’, I would like to hear more about the business model that had established her recent financial freedom and success (more to come on this encounter with an interview in the later chapters).Eager to progress my knowledge, I spent the next 4 weeks researching the industry, the organisation, the people behind it and the sequences and processes to their wealth. The learning curve was exponential – and this is my reflection. At this point in time, I was coincidentally completing my final MBA capstone research project in Adelaide, so I took the opportunity to research her discussion with me in depth and convey the message across to my followers from an Australian scholarly point of view. I had no idea about the industry, albeit little rumours here and there to complement my somewhat biased and disappointing initial online research. I found nothing positive but like an underworld that nobody truly knew about – it intrigued me because I felt that something was right.The bastion for wealth had its scent in the air. This could be its last refuge – I thought. I had to form an immediate action drill to advance a pincer movement onto this burgeoning interest. It was now or never. I wasn’t sure if it was the timing or the opportunity – the right thing to do though was to jump first and ask questions later. This is the later part of that quick equation that transpired in my entrepreneurial mind. This educative curiosity from an Australian scholarly perspective is now alive in the words that you will feel and as we go through the journey together; towards health, wealth, a great life with grand relationships and most importantly learning about the chances to glow youthfully throughout the adventure. This enlightenment was my beginning into a new and evolving industry. A new road was carved and you may feel the moments morph around your own personal experiences or fantasies. I dived immediately into the books and into the school library; the search for the golden nugget had begun. Line by line, word for word, dissecting the information and honouring the objections with gratitude. My hope is that this communicated knowledge helps novice beginners similar to myself, take that intriguing next step towards calculated risk taking, growth and most importantly, self-discovery through the facts.I hope that you gain some business value in my research and that this value inspires you to create your own decisions when the time comes for you to approach your own destiny!In Gratitude and Thanks.David.Chapter 1Introduction to Network MarketingNetwork marketing, multi-level marketing, direct sales, referral marketing, pyramid selling etc, the names are endless. For the purpose of simplification we will adhere to this business model simply as network marketing for ease of navigation, and understanding throughout the book. All of these names; simply exemplifies a unique marketing strategy for the sale of products or services where the revenue of the network company is derived from a non-salaried workforce selling the company’s products or services. Pretty simple system – just made complicated to confuse the novice beginner like myself.1.1 History – How Did It Start?By accident to be honest. This is how the story goes and it all starts with an ingenuous idea conceptualised in 1930 by a man called Carl Rehnborg. Carl was an American businessman who lived in China between 1917 to 1927. Carl observed the benefits of using supplements in a diet that could be beneficial to a human beings health. According to Amway publications, Carl’s study became the ‘ample opportunity to observe at close range the effects of an inadequate diet’. With the knowledge he attained in the nutritional literature, he then started to envision a dietary supplement that would assist proper body functioning in any sort of diet. Carl then decided to go back to America to start his own company out of his learnings in China. He founded his company called The California Vitamin Company. In 1939, he renamed the company to Nutrilite. Carl utilised his friends to sell the vitamins but things initially looked disappointing. The vitamins were piling up on the shelves, unused and forgotten. It was heartbreaking for Carl. Until an idea lit up in his mind, to develop a kind of selling by informing people about the product. He shared the vitamins to more of his friends, to the friends of his friends and so on. You can see where this is going right? Alas – network marketing was born!The business model grew further when Jay Van Andel and Rich DeVos became the distributors of Carl’s products. The three noticed a phenomenal increase in sales. KABOOM… !! Network marketing was unleashed into the world. They later set up a competing company (because competition is good in a capitalistic economy) called Amway and they also bought a controlling interest in Nutrilite in 1972. In 1994, Amway took over full ownership and is one of the largest network marketing companies in the world today.1.2 How Do They Get Paid?As the business world innovates and disrupts, network marketing compensation plans evolve to attract new recruits and customers. It is a very simple strategy for expansion to capitalise on the available market share. It is different for every network marketing company just as there are different salaries for different corporations. However the most common is the commission based on the two revenue streams. The first stream of compensation can be paid out from commissions of product sales. The second stream of compensation can be paid out from commissions based on recruiting similar minded distributors. The amount of compensation varies between network marketing companies. I would have to study every single company in the world to understand this – alternatively I can study the success stories because success always leaves hints – in the results.Chapter 2Demographic ExamplesLet’s look at some quick examples of the people who have seen the opportunity and taken the leap. Here we witness the amazing stories of different individuals who have tasted the recent fruit of success in network marketing – becoming phenomenally wealthy.2.1 TeacherSarah Robbins always dreamed to become a teacher. So she became one. She thought she could now have all that she wanted with a limitless appetite for continuous personal growth and development. However, the economy stumped in the US of A, challenging her thoughts on the economy.She had heard of the Rodan & Fields products. She then decided to join so she could earn an extra income and expand her personal development at the same time. Unexpectedly, with her initial goal to earn just a bit of extra income, she earned more than she thought, even more as a teacher. Her career in network marketing grew and she decided to focus on it rather than her teaching career. She was earning six figures at a very young age. She joined the millionaires club and becoming the first distributor to be inducted into the Rodan & Fields Hall of Fame. Sarah continues to educate people on the benefits of network marketing and benefits of its wealth through her unique educational style.2.2 WriterEric Worre, an ordinary writer spent 30 years working in network marketing once he saw the light. He spent most of his 30 years as a distributor and eventually became the president of his own networking company – The People’s Network. He then decided to retire as a distributor and continued his journey in network marketing as a coach and helped network marketing novices, organizing sales presentations. He then wrote ‘Go Pro – 7 Steps to Becoming a Network Marketing Professional’ in 2013, to reach and educate more network marketing aspirants. It has sold more than 1.5 million copies and has been on six best-sellers lists on Amazon.2.3 Single MotherDonna Johnson is an example of a network marketing miracle. A single mum who did not have anything before she started in network marketing. No college degree – just an ordinary swimming coach in a little American town. With her determination to succeed, she now earns more than $1 million per year and is the leader in one of the top network marketing companies, Arbonne. She is now one of the biggest earners in network marketing and has a bed and breakfast business in Jamaica amongst other entrepreneurial ventures.2.4 Government WorkerRebecca Simon is a modest mother who was brought up in one of Adelaide’s toughest suburbs. She recollects how she would travel to work every day and sit at an uninspiring desk job, knowing deep down inside that she was capable of more. Today she is building her own resort on an exotic south pacific Island – just three years after she started in network marketing. More on Rebecca’s inspirational story later on in the book.Chapter 3The Feminine Revolution40 years ago, when the empowerment of women took off, many loved their new found independence and the opportunity to dress in a suit and drive off to a esteemed corner office. Things have changed a lot since the 70s and 80s, today she is just as happy to pull on comfortable yoga pants and skip the travel to the office altogether. Instead of tolerating negative office stigma and glass ceilings, modern women are heading towards the unique opportunity to be their own CEO, have control with no limits on their annual income. Some other reasons why network marketing industry is proving to be amazing for the ladies are:Drum roll…
3.1 Work – Life BalanceBeing burnt out today is no longer the exception, it is the norm. People have to put up with inflation, rising food prices, cost of living, raise families and commute sometimes for hours to get to, and back from work. The amount of work to be taken home is also increasing, teachers working to plan their workloads weeks in advance and project managers working extended hours to launch projects on time. You have heard it before and again, the balance has gone out of whack but some refuse to accept the truth.3.2 EnvironmentMost career women have worked in team environments and enjoy the collaborative and interpersonal communication that goes with it. It is no surprise that the network marketing industry has exactly that and for most women joining the industry, it is this support and collaboration that they miss the most from a usual 9am to 5pm, sit in the corner and do your work routine.3.3 Choice to ChooseNetwork marketing gives women the freedom to choose who they would like to work with as business partners. They choose who they recruit, who they work with and who they would rather not. This choice to choose is empowering and exciting at the same time for women in the industry.3.4 Global Empire at Your FingertipsYou drive around cities and towns nowadays and still see the for lease sign up again at the shop that closed around the corner. You wonder why some businesses prefer the old way of doing businesses in a time where digital disruption is taking stores online. The brilliance of network marketing is that apart from an initial modest start-up fee, there are no overheads, no garages for stock keeping, accountants, legal advisers, etc, you get the idea. The brilliance with network marketing is that most if not all the work can be done from your mobile phone or laptop computer. Your store is online!3.5 Cool Rewards and IncentivesThere are hardly any places left in the world where a large corporation hosts large global events that also reward women for trips, cars, gifts, holidays etc, all whilst developing women business capabilities and personal development. Name a lady who doesn’t like to be pampered from time to time with absolute luxury?3.6 Glass CeilingWith 82 percent of the network marketing industry made up of women, more and more are rising to the top, claiming multi-six- and seven-figure annual incomes. The world is your oyster in this industry for women and those that grasp the opportunity are confirmed with a gift, and if utilised, become extremely wealthy. No glass ceiling in the industry. Effort equals reward!3.7 Freedom of TimeLet’s face it, we all need more freedom, money and time. Where else can you get that? In the industry business partners are told to work at least 2 hours per day to grow their businesses. That’s an average of 8 hours from Monday to Friday. If done correctly this is all one needs to sustain a healthy and wealthy lifestyle from passive income brought in by the industry. Freedom has the allure to pull and no one will ever say no to an opportunity to get more!And, finally, perhaps the most important reason of all…
3.8 AuthenticityThe network marketing business model thrives on the values of femininity such as nurturing support, collaboration, and authenticity – all of which are inherently feminine traits that are easily transferrable into the business model. The more women show up as their natural caring selves, the more successful they become in developing long term substantial relationships in growing their teams and customer base.Chapter 4The Meek Shall Inherit the EarthThe worlds middle class is becoming much larger, the worlds education system is being made more accessible and demographics from the poorest suburbs on the planet have made that extraordinary leap from third world country struggle – to developed world multi-millionaire. Let’s have a look at some examples.4.1 The Gift of AdversityStudies and research have proven time and time again that those from minority, ethnic or migrant backgrounds go that extra mile to achieve their goals in life; if given a small and fair chance to give an opportunity a ago. With that attitude and hunger in network marketing, most if not all, go on to become extraordinary wealthy, becoming multi-millionaires and leaders. There is just something magical, mystical, unknown and empowering about enduring as an underdog from one of those aforementioned backgrounds. Turning adversity and challenges on its head can be the source of generational wealth for years and years to come. Let’s research an example of a network marketing company that is capturing this driven demographic.4.2 KyaniKyani is a global network marketing giant who has successfully positioned itself for global dominance in developing countries to assist the worlds growing middle class. A new starter but safely past the initial 10 year start up survival phase, and rapidly expanding into some 60 plus different countries over the short space of time, Kyani doesn’t limit its sales in developed economies but has strategically given interest to the worlds developing nations such as Honduras, Guatemala, Kazakhstan and Slovakia to name a few. You only have to grab a copy of Kyanis annual network marketing magazine to see proof of the overflow of the minority demographics from countries such as Korea, Turkey, Hungary and the Philippines who are being inducted into the 7 figure salary clubs. Most had disadvantaged starts in life and were from the ordinary occupations such as soldiers, hairdressers and tradesman.Let’s look at some life examples.4.3 Les BrownAfrican American global inspirational speaker, Les Brown didn’t have the best start in life. In fact it was horrible. However, he turned that pain around and become an inspirational example of hope for the world. Les Brown often refers to another historic global icon Ralph Waldo Emerson in his speeches who coined today’s existence as the ‘age of self-reliance’. Les Brown champions unorthodox underdog mental motivation and entrepreneurship – qualities that are found in those that are from minority, migrant and ethnic backgrounds.4.4 Robert KiyosakiFrom a military and Japanese Hawaiian background – Robert Kiyosaki, the award winning Rich Dad, Poor Dad writer; has proven that network marketing success and wealth is not reserved for any demographic. Success can be achieved by anyone, and from any background.Chapter 5Global Icons in Network MarketingNow, let’s look at some well-known global figures who have aligned their businesses with the network marketing industry.5.1 Warren BuffettThe man needs no introduction as a philanthropist and investor and usually sits in the top 3 of the richest people on the planet. He is valued at nearly 70 billion USD and owns Berkshire Hathaway. Berkshire Hathaway owns three network marketing companies, Kirby, World Book and the Pampered Chef. To this day Warren Buffett calls purchasing these network marketing companies – the best purchase he has ever made!5.2 Richard BransonA man that also requires no introduction. One small branch of the Virgin Group that often goes unmentioned is Vie at Home, a network marketing company formerly known as Virgin Vie. Vie at Home made over $60 million of profit in its – first year maiden of existence! Ouch!5.3 Donald TrumpYes, no political affiliations here but when asked on the David Letterman show: What would you do if you lost everything and had to start over from scratch? Trump replied – “I would find a good network marketing company and get to work”.5.4 Bill ClintonIn 1997, Bill Clinton endorsed network marketing in his remarks to the Direct Selling Association. President Clinton stated that ‘You strengthen our country and our economy not just by striving for your own success but by offering opportunity to others… Your industry gives people the chance, after all, to make the most of their own lives and to me that’s the heart of the American dream’.5.5 Jim RohnOne of the worlds pioneers in personal development and network marketing. Today remains one of the founding fathers of the personal and professional development movement and mentored motivational leaders like Tony Robbins. Jim Rohn found the light and opportunity within the network marketing industry and within 6 years – turned his fortunes around to become extraordinarily wealthy, by the age of 32.Chapter 6SummaryWith our brief history and introduction lesson complete, we will go from a beginner to more advanced network marketing challengers and the strategies that will equip the beginner early in the journey. We will unearth deep scholarly research to help structure your leadership for both, the local and the rising global markets.This Australian scholarly research will include vital business concepts that have been proven to increase the chances of success by leveraging both digital and offline mediums. As a bonus and later on in the book; the author personally will outline how his global and MBA experience has helped him in the industry.I sincerely hope that this book adds insurmountable value to your life, those around you and most importantly, your bright future.Thank You.AboutDavd was born in Fiji. At 20 years of age he enlisted into the British Army at Stoke on Trent in England. He served all over the world for a decade as an engineer and team leader. Some of his postings included Germany, Bosnia Herzegovina, Cyprus, Australia and Afghanistan. He moved into civilian life in Australia on May 22, 2012 and rose quickly through the civilian and public service leadership ranks. He graduates in November, 2018 with an MBA degree from Torrens University Australia and lives in Adelaide.

A brand audit can be thought of as brand insurance. When you think of the brands that dominate our cultural landscape, like McDonald’s or Apple, they are immediately recognizable by the golden arches or the silhouette of an apple with a bite out of it. But, there are other attributes that go into the brand that are more subtle – but just as critical to the success of the brand.In the case of McDonald’s, a complex network of franchised locations all follow the corporate guidelines on store layout and décor, uniforms, promotions, menu items, food quality, and more. For a retailer like Apple, where the experience is of the utmost importance, branding involves making sure wait times are within the required limits, and that associates are working off the required “script” when addressing customers.A brand audit can be performed in each case – to protect the brand and ensure that all employees, signage and marketing materials are staying on-message.What is a brand audit?• A brand audit is what happens when an auditor is sent to a location to determine whether your brand is being properly presented to customers by your employees, resellers, and franchisees.• A brand audit determines whether your advertising, marketing and operations are aligned with what is actually being performed out in the field.• Brand audits can be overt or covert, depending on your goals, and they can be performed in the shopping and dining space – or in the back office.• Brand audits are conducted via surveys, recorded phone calls, and hidden video. Who needs a brand audit?All companies should monitor the actions that go into fulfilling the brand promise. For some, this is a rather simple task. For others, with multiple locations and a large population of employees who interact with the customer, the task becomes much more complex.What follows is a list of vertical markets where a brand audit has become an essential component of the brand management process. In these verticals, third party vendors are often sought. These contractors can save the hiring company travel expense by employing auditors geographically close to the locations where the audits will be conducted.RetailFor retailers, the store IS the brand, along with everything it contains. A brand audit within the retail space can be as simple as making sure a limited promotion is being properly executed, or as difficult as auditing the layout of an entire location. Other common brand auditing questions include:• Associates: Are they properly attired? Are they following sales scripts?• Signage: Are marketing standards being met? Is warranty and return policy signage properly displayed?• Sales and Promotions: Are they being properly presented by associates? Are they being properly marketed? Are they being properly merchandised?• Store layout: Are planograms being properly executed? Is the path to purchase being properly executed?• Product placement: Are products in the right place and order? Are products in inventory, especially during promotions?• Experience: Is the optimal customer experience being repeated consistently across all of the locations?C-StoresFor convenience stores, the outside of the location is just as important as the inside. A brand audit here will often focus as much on outside signage, cleanliness, and the gas pumps as they will on how clean the store is and how engaged employees are. Owners know that an unkempt store will prompt drivers to move on to another safer-seeming location. Here are typical C-Store audit questions:• Compliance: Are employees properly carding customers on alcohol and tobacco purchases?• Promotions: Is the appropriate collateral being displayed? Are employees following sales scripts?• Cleanliness: Are pump areas clean? Is the store clean? Are food and drink stations clean and properly stocked?• Gas pumps: Are they working properly? Is the appropriate signage included (promotions, credit card acceptance)?FoodserviceDifferent types of restaurants measure different things. QSR restaurants tend to emphasize speed, promotions and customer service, while fast casual restaurants tend to emphasize food quality and the overall customer experience. Dine-in restaurants tend to emphasize the quality of service from the host/hostess and server, the quality of the food and the overall customer experience. Whatever the nuance, a brand audit can capture the X-factor that goes into making a dining experience unique. These audits tend to be performed across the spectrum of:• Promotions: Is the proper signage being displayed inside and outside of the restaurant? Are employees following the proper sales scripts?• Uniforms: Are employees wearing approved uniforms and name badges?• Service levels: Are employees hospitable? Is food delivered within the required amount of time? Are orders accurate? Is upselling occurring?• Food quality: Are servings the proper weight/amount? Is food being served at the proper temperature?• Stores: Is the dining clean and appropriately stocked? Is the parking lot clean and well lit? Are bathrooms clean and well stocked?Consumer Packaged Goods (CPG) ManufacturersCPG manufacturers often turn to a brand audit to ensure their products are being merchandised properly. Typical audits include questions regarding:• Shelf space: Is the product being displayed in the previously agreed up position in the store? Are seasonal POP displays properly displayed in the correct location?• In-store sales: In the case where a product is being demonstrated by an in-store representative, is the representative following the approved sales script? Is the proper collateral being distributed to shoppers?• Pricing: How is the competition pricing their product, especially from market to market? This is a great way to ensure and adjust pricing strategy.• Versioning: Is the correct version of the product being sold in a specific location?Competitive AnalysisA brand audit is an effective tool for competitive analysis, especially when the same measuring instrument is applied to both your brand and the competing brand or brands. In all of the examples listed above, the same data that is gathered about your brand execution can speak volumes about the brand execution of your competition. By measuring the results side-by-side, patterns will emerge that will show where the competition is winning and where there are weaknesses that can be exploited.Concluding ThoughtsWhether an audit is performed internally or on the competition, it is critical to see brand auditing as an ongoing process and not a one-time event. A measurement at a single point in time well reveal much, but a consistently executed program conducted over the course of years will reveal seasonal patterns, as well as ebbs and flows of execution that will lead to other discoveries.A brand is a promise, and the promise is not made in a vacuum. The many people and activities that go into the day-to-day workings of your company either fulfill that promise or make it a lie. A brand audit is the best way to ensure that your brand promise is being kept.