When conducting branding audits, we interview clients to reach a better understanding of their brand’s personality, its distinguishing factors, the company’s goals, and the desired target audience. After running an audit for Bison, the process revealed that the company had a strong desire to avoid blending in with the crowd. They also wanted to ensure they wouldn’t be known only as a hunting and fishing brand but, instead, as a brand that appealed to a wide variety of “Weekend Warriors.” They also wanted a voice that communicated quality, cost-effectiveness, and relatability.