Brand Before Launch / Guides / Brand Strategy

Brand Audit Checklist: 20 Things to Review

A quick self-audit to find the weakest parts of your current brand.

Published by Technically Creative · Written for startups raising investment

An audit shows where your brand is inconsistent or unclear. Set aside two hours.

Strategy

1. Can you state your positioning in one sentence?
2. Do team members describe the company the same way?
3. Is the target customer specific?
4. Is there proof behind your main claim?

Identity

1. Is one logo version used everywhere?
2. Are colours consistent across site, deck and product?
3. Are you using more than two typefaces?
4. Does text pass contrast checks?
5. Is imagery consistent in style?
6. Does the favicon work?

Voice

1. Does the homepage headline say what you do?
2. Do emails sound like the website?
3. Is jargon creeping in?

Touchpoints

1. Website
2. Pitch deck
3. Social profiles
4. Email signatures
5. Product interface
6. Proposals and invoices
7. Job adverts

Scoring

Mark each green, amber or red. A few ambers suggest a tidy-up. Many reds suggest a refresh or rebrand.

Next step

Share the results with whoever will do the work. It makes a strong appendix to a brief.

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