Glossary

What is a brand audit?

A brand audit is a review of how a brand looks, sounds, and performs today, compared with how it wants to be seen.

Why it matters

An audit shows where the brand is inconsistent or unclear before money is spent on a redesign. It turns a vague feeling that the brand is off into a list of problems.

Example

An audit collects every logo version, social post, and sales deck in use, and finds four different blues and three different taglines.