Brand Audit

How to know, and what to do about it

Picture walking into your business on a random Tuesday morning. But this time, instead of immediately diving into your to-do list. You pause, look around with fresh eyes, and see what your customers see when they first encounter your business.

What do you see? What do you feel? Does everything around you tell a cohesive story?

If that question makes you a little uncomfortable, you're not alone. Most small business owners have a nagging feeling that their brand needs adjustments, but aren't sure where to start.

Enter the brand audit, your secret weapon for identifying gaps, inconsistencies, and ways to address them. But it's not just about the bad, an audit also highlights parts of your brand you've underutilized.

What Is a Brand Audit?

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A brand audit is like a comprehensive health check-up for your business identity. It's a structured process that appraises every part of your brand to see what's working and what opportunities you might be missing.

Think of it as shining a flashlight into every corner of how your business presents itself. An audit gives clarity so you can make informed decisions and move forward knowing whether you need minor tweaks or a complete overhaul.

A brand designer and strategist conducts a brand audit before starting a project. This process can take 2 to 3 weeks or more, depending on the size of your business. Once an audit is complete, the results reveal how to proceed with your branding project. An audit can cost $1,000 or more and is usually included in the cost of a branding project.

The benefits of Regular Brand Audits

Small business owners who conduct regular brand audits discover advantages their competitors miss:

They spot inconsistencies before customers do. That disconnect between your website messaging and your in-store experience? Your customers notice it, even if they can't say what feels "off." An audit catches these misalignments before they erode trust.
They invest strategically rather than reactively. Without an audit, you might pour money into elements that aren't hurting you while neglecting the areas that need attention. An audit ensures you direct resources where they'll create the most impact.
They uncover dormant brand assets. Many businesses are sitting on valuable brand elements they've forgotten or underutilized. Your audit might reveal distinctive qualities that could strengthen market differentiation.
They gain an objective perspective. It's hard to separate yourself when you're knee-deep in your business. An audit creates the distance needed to refine your brand objectively.
They make confident decisions about timing. The audit process reveals whether you need immediate or gradual intervention. This allows you to plan your investment timeline accordingly.

You can conduct regular brand audits throughout the year on your own. But it's good to bring in a third party at least once a year to check for oversights you may have missed.

Inside the Audit Process

What to Expect

A comprehensive brand audit typically follows these steps:

Internal Analysis
This phase examines how your brand exists within your organization:
- Review of your mission, vision, and values
- Assessment of your positioning and unique value proposition
- Evaluation of your brand voice and messaging guidelines
- Analysis of your visual identity system (logo, typography, color palette, imagery)
External Analysis
This phase explores how your brand appears in the marketplace:
- Competitive landscape review
- Customer perception research
- Touchpoint inventory (every place customers interact with your brand)
- Consistency evaluation across channels
Gap Analysis
This crucial phase identifies disconnects between:
- What you intend to communicate vs. what customers perceive
- Your brand promise vs. the customer experience
- How your brand compares to competitors
- Current brand execution vs. best practices in your industry
Recommendations
The final phase provides a clear direction:
- Prioritized list of immediate opportunities
- Long-term strategic recommendations
- Timeline for implementation
- Clear guidance on whether you need a refresh, rebrand, or targeted improvements

Refresh vs. Rebrand: Understanding Your Options

The audit often comes to a critical decision: Do you need a brand refresh or a rebrand?

Here's how they differ:

A Rebrand is more like moving to an entirely new city. It involves reconsidering your brand strategy and creating a new identity that aligns with your business vision. This typically includes:

Redefining your positioning and value proposition
Creating a new visual identity
Developing new brand messaging from the ground up
Reimagining the customer experience

A rebrand is appropriate when your business is progressing, but your brand is deterring growth. Or when you need to distance yourself from negative perceptions.

Some things should be preserved. You dont have to rebuild your brand completely. A brand audit can lay out where to repurpose parts of your brand as you pivot or reposition your business.

Which path is right for you?

‍I’ve broken down the brand refresh and rebrand process step by step for you. So you can know what each involves.

Rebranding: Is it time to Rebrand?

Brand Refresh: When DIY Isn't Enough

The Perfect Timing: When to Conduct an Audit

While there's no wrong time for a brand audit, there are natural opportunities:

Before major growth initiatives or expansion plans
When experiencing unexpected competitive pressure
After changes in leadership or business direction
When your customer demographics have shifted
If you're struggling to command the prices your quality deserves
When you're not attracting the kinds of customers you want
If it's been more than two years since your last evaluation

“You don’t need to be a branding expert. Just brave enough to ask the hard questions and take the next step.”

DIY Brand Audit

Where to Start

While audits are often conducted with professional guidance, you can begin the process yourself:

Gather all your brand materials in one place, from your logo and packaging to your website and email signature. Lay out everything that touches a customer like you’re prepping for a garage sale.
What to ask:
- Do these pieces look like they belong to the same business?
- Are they giving the energy you want customers to feel?
Map out the customer journey from discovery and follow-up to purchase. What are the big moments? What do you want people to feel at each one? Are you hitting the mark?Survey recent customers about their experience with your brand. What stood out? What confused them? What would they change?
What to look for:
- What feels smooth?
- What’s confusing, clunky, or off-brand?
Ask trusted outsiders for their honest impression of your brand. What three words would they use to describe your business? Does this align with how you want to be perceived?
Ask three trusted people:
- “What 3 words come to mind when you see my brand?”
- Compare their answers to what you want people to feel. That gap? That’s your opportunity.
Evaluate your competitors to understand how you're positioned relative to their offerings. Not to copy. To clarify. What are your competitors doing well? What’s boring you? Where does your brand shine by comparison?

This initial exploration often reveals insights for immediate improvements and helps determine if you need professional help.
This audit won’t solve everything. But it will show you:
- Where you're slaying
- Where you're slipping
- Whether you need a refresh, a rebrand, or just a damn good edit

And the best part? You’ll stop guessing and start making bold, informed choices.

Ready to Find Out How Your Brand’s Performing?

Whether you’re getting curious or know it’s time for change, the first step is getting clear. Grab the free DIY Brand Audit Workbook or book a Consultation, and let's figure it out together.

Turn Insight Into Action

The most valuable brand audit provides clear insights and a roadmap for implementation.

Whether your audit reveals the need for subtle refinements or substantial changes, the key is making the most of your resources. Sometimes, the most impactful improvements come from addressing minor flaws in customer experience.

Remember: Your brand isn't just your logo or website. It's the complete experience customers have with your business. Every interaction shapes how they think and feel about what you offer.

By conducting a brand audit, you ensure every moment attracts the customers you want to serve.

Is it time to take a closer look at how your brand is performing?

Ready to discover whether your brand needs a refresh, a rebrand, or some strategic fine-tuning? The journey starts with an audit. Book a consultation to discuss what might serve your unique business situation.

Still unsure whether you’re ready for a refresh, a rebrand, or a bold tweak?

Start with the Brand Audit Quizthen head to these blog posts:

Rebranding: Is it time to Rebrand?

Brand Refresh: When DIY Isn't Enough

You don’t need to guess. You need a guide.