Brand audit
A brand audit examines the relationship between what an organisation intends to represent, what it communicates and how its audiences perceive and experience it. It identifies strengths, inconsistencies and opportunities before changes are commissioned
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It considers brand strategy, messages, identity, touchpoints and evidence about recognition and associations. The scope should reflect the business decision: expansion, integration after an acquisition and declining differentiation raise different questions. The outcome should explain what to retain, what to change and the implications for the organisation. Reviewing visual assets is only one part of the work.
Topics
Frequently asked questions about Brand audit
Our business has changed, but the market still sees the old company. Where should we start?
Start by locating the gap. The offer may be unclear, existing associations may be outdated, or the customer experience may still reflect the previous business. A brand audit helps distinguish these issues and identify assets worth retaining. The work should connect evidence to decisions about positioning, messages and experience, with clear priorities. That gives a visual redesign a defined purpose instead of asking it to solve an unspecified perception problem.