Brandaudit

Brandaudit is a structured assessment of a brand's identity, performance, and consistency across channels, designed to determine how well the brand aligns with its strategy and guidelines. It checks whether the brand's messaging, visuals, and experiences convey the intended position.

The scope typically covers visual identity such as logo usage, color palette, and typography; verbal identity including tone, messaging pillars, and value propositions; channel consistency across advertising, websites, social media, and packaging; and governance processes like brand policies and asset management. It may also evaluate internal adoption and external perception.

A brandaudit often follows a defined methodology: set objectives, collect evidence from brand assets and customer interactions, conduct stakeholder interviews and customer surveys, perform competitive benchmarking, and carry out a gap and risk analysis. Findings are synthesized into a prioritized action plan with owners and timelines.

Outputs from a brandaudit include a findings report, risk and opportunity maps, concrete recommendations, and an implementation roadmap. Metrics used to track progress may include consistency scores, recognition or recall benchmarks, asset usage compliance, and time-to-update brand assets.

Applications of brandaudit include marketing and brand management, product development, and corporate communications. It is commonly used during brand refreshes, corporate reorganizations, or channel expansions to safeguard brand integrity and improve asset governance.