Why Every Brand Needs a Marketing Audit—and How LEGO® SERIOUS PLAY® Can Help Build a Better Strategy

In a crowded market, great marketing isn’t just creative — it’s strategic. Too often, teams get caught in the whirlwind of content calendars, social ads, and campaign execution, while the bigger picture gets fuzzy. Without a clear strategy, marketing becomes reactive. Budgets get stretched, messaging loses focus, and results plateau.

That’s where a marketing audit and strategic plan come in.

A marketing audit is like a business health check. It helps you understand what’s working, what’s not, and where there are disconnects between your brand, your customers, and your goals. It’s not about blame—it’s about insight. And it’s essential for any brand serious about long-term growth.

But here’s the problem: traditional audits often live in spreadsheets and reports. They’re logical but not always engaging. They tell you what’s wrong but don’t always show you how to fix it.

Enter LEGO® SERIOUS PLAY®—a powerful, hands-on method that turns your marketing strategy from a document into a dynamic, visual experience. By combining a data-driven audit with a hands-on, visual workshop method, brands can not only identify what needs fixing—but collaboratively design what comes next.

What Is a Marketing Audit, Really?

A strategic marketing audit reviews the core pillars of your brand and marketing function, including:

• Marketing Objectives and KPIs/Metrics

• Market positioning and differentiation

• Customer personas and journey alignment

• Campaign performance and ROI

• Internal brand alignment

• External messaging consistency

• Marketing Compliance (in terms of privacy)

It’s not just about data—it’s about connecting that data to insight and action.

At M7 Social Project, we have a proprietary audit process that evaluates a company's marketing structure and assigns a scoring system to show where the company is strong and where it can improve. The audit is based on internal and external stakeholder interviews as well as competitor and brand analyses.

Why LEGO® SERIOUS PLAY® to turn data into action?

LEGO® SERIOUS PLAY® (LSP) is a facilitated workshop method that uses LEGO bricks to help teams think, reflect, and align. Each participant builds models to express abstract ideas—like “what our brand stands for” or “what’s blocking our marketing performance.”

This format:

• Unlocks creative thinking beyond words and slides

• Focuses attention on one particular issue

• Surfaces hidden assumptions and disconnects

• Builds team alignment through shared storytelling

Encourages fast, honest problem-solving

Instead of just talking about your marketing strategy, you build it together.

The Power of Combining Audit + LSP

When you pair a traditional marketing audit with a LEGO® SERIOUS PLAY® workshop, you get the best of both worlds:

• A clear diagnosis of your current state of marketing

• A creative and engaging way to co-design the solution

• A shared visual language your team can carry forward

• Innovative solutions and ideas

Whether you’re preparing for a brand refresh, new market entry, or internal restructuring, this approach transforms strategy from a static deck into something truly owned by your team.