Brand audit
A brand audit is a structured review of how a brand currently shows up: its positioning, visual identity, messaging, website, social presence and customer perception. It identifies what is working, what is inconsistent and which fixes matter most.
In practice
What it means when you are the one making the decision.
An audit compares the intended brand with the lived one. It looks at consistency across touchpoints, whether the message is clear, whether the identity is used correctly and how the brand compares with competitors. The output should be a short list of priorities, not a long report nobody acts on.
Audits are useful before a rebrand, a launch or a budget decision. They can be done in an afternoon with a checklist for a small business, or as a deeper research project with customer interviews for a larger one.
Example
A business sends its website and a social profile for review and gets back three prioritised fixes, such as an unclear headline, an inconsistent logo and a missing proof section.
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