The Brand Audit Workbook

Welcome to your behind-the-scenes pass. This isn't about burning it all down. It’s about finding what still sparks, and what needs a tune-up.

You don’t need to be a branding expert to do this, just a few quiet hours, fresh eyes, and a little courage. Let’s begin.

Get a printabule version of this workbook and the brand audit checklist.

Step 2: First Impressions Audit

Put on your “I’ve never seen this before” glasses. Walk through your materials as if you were a stranger.

‍Ask yourself:

• What are the first three feelings that come up when I see this brand?

• Do these visuals and words tell the same story across every platform?

• What feels powerful? What feels out of place?

• Would I look forward to interacting with this brand?

Quick tip: If it feels outdated, inconsistent, or meh. Your audience feels that, too.

Step 3: Vibe Check

Your brand isn’t how it looks. It’s how it feels.

‍Ask trusted outsiders: What 3 words come to mind when you see my brand?Then compare those answers to what you want people to feel. That gap? That’s your opportunity.

‍Quick tip: This is less about praise, more about perception. You’re looking for alignment.

Step 4: Customer Journey Mapping

From first discovery to post-purchase… is the experience smooth or scattered?
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Map out key touchpoints:

1. Discovery (social media, search, referrals)

2. First contact (website, DMs, emails)

3. Purchase decision (sales page, offer clarity)

4. Onboarding (how you welcome them in)

5. Delivery (the client or product experience)

6. Follow-up (nurture, upsell, review requests)

Ask yourself:

• What’s working?

• Where do people drop off?

• Where are you surprising and delighting them, and where are you winging it?

Your off to a great start. You've gathered a lot of data about your brand's perception and performance.

Now lets start putting it to work. Let's go over your messaging, visuals, and see where you can improve your brand positioning.

Step 5: Message Match

Your words matter. Your messaging should make people feel seen and spark action.

‍Scan your copy for:

• Clear value proposition (Why this business?)

• Consistent tone (Playful? Professional? Poetic?)

• Strong calls-to-action (Are you inviting people in?)

• Language that sounds like you, not like everyone else

Quick tip: If your About page makes your eyes glaze over, it’s time for a rewrite.

Step 6: Visual Alignment

Fonts, colors, imagery, and logos. Everything should look like they are from the same universe.

‍Check for:

• Consistent logo usage

• Legible typography across all platforms

• A cohesive color palette

• Imagery that reflects your audience, your vibe, and your values

• Alignment between look and offer (Don’t sell premium with pixelated graphics)

Step 7: The Competitive Glance

Check out 3-5 competitors or peers. Not to copy. To clarify.

Ask:

• What are they doing well?

• What feels generic or forgettable?

• What makes my brand stand out?

• Where am I playing it safe?

Quick tip: If your brand feels quiet next to theirs, it might be time to turn up the volume.

Step 8: Gut Check

Zoom out. Take a breath. You’ve just done what most business owners avoid.

Now ask:

• What’s the strongest part of my brand right now?

• What’s holding me back?

• Do I need a refresh? A rebrand? Or a deep clean?

• Am I still proud to hand this brand to someone new?