Observation: The majority of the small and average firms from Romania recognize themselves through identity crises; they do not know to observe, to say or to communicate to their audience who they are and which is their profound motivations for their existence on the market. This is one of the reasons why we don’t assist at their development and why we don’t have many successful national brands of which to be proud of.

Who could whisper to their ears: We are becoming increasingly stronger! So they would say the same thing a thousand times louder, so they would grow under the power of the mission and the vision of their attributed values of their business. For that they should know to build and administrate their own corporatist brand, they should can think strategically, and the platform and the brand strategy to be for them precious lighthouses in the elan into the stormy waters of the competitive ocean.

In this context the brand audit is the saving key. It can offer the essential elements and indicators in the defining of their own corporatist or of product self. Thus, it will be known the mission, the vision and the values what are inside of the net essence of the brand( how it defines itself for consumers ,customers ,providers ,partners ,local communities , opinion formers and for employees). From here to the building of a brand architecture (a way to organize the brands’ portfolio, the brands’ rolls, the relationships between them, the relations with the represented products) isn’t very long road.

In the brand audit are made investigation and analysis which have as finality the strategic recommendations. So, it starts from a intern research which imply the analysis of the organization history( how it grown , who was the pointed personalities in its past) for then to continue with a ample program of internal and external interviews.
Internal interviews (who can cross of 100 is the organization is big) have questions from the company identity area but and from the areas of management and organizational culture etc, following that the group of the interviewed ones to be from all company areas. The external interviews are taken to the providers, customers, concurrence, collaborators, journalists etc. so that it will fold on a representative sample.
The purpose is the one to find out how much know the outsiders about the company/brand’ size ,profitability , products ,services ,organizational abilities  and which are their opinions about the strong points and about the weaknesses of company  and what image ,attitudes and perceptions are generated by those concerning the company.
The next step is made from 3 types of audit: the communication audit (the internal communication system and organization’s communication to their target audiences); the behavioral audit (internal – the human resources management; external – the behavior in the relation with the partners, customers and the other types of external audience); the visual of design audit. The last audit has as main purpose the examination of the manner in which the various part of the company present itself in which concerns the visual aspect: the graphic elements, the products and the environments.
It’s collected and examined from the perspective of the coherence, of consistency and cost of all that company produces, taking account inclusive of buildings, showrooms, shops and offices that company occupy.

After this process comes the data analysis and the results of the research, following to be elaborated a set of recommendations on the base that the director council must action. Many time the brand audit takes to rebranding or to big decisions, aiming that the company to use its strong points: to develop a central idea that will present its personality and a vision that will highlight the purpose of its existence and to help it to conquer a dominant marketing position. This vision/main idea must constitute the base upon the entire identity program is developed.

The road to take goes to success and development, if we know how to streamline ours brands’ resources and to administrate them in the way of profitability on long term.