How to Run a Branding Audit: Step-by-Step Guide

In today’s hyper-competitive digital world, your brand is more than just a logo or tagline—it’s your reputation, your voice, and your promise. But how do you know if your brand is actually working for you?

Whether you’re launching a new campaign, experiencing a drop in engagement, or just want to stay ahead of the curve, a branding audit helps identify strengths, gaps, and growth opportunities in your brand strategy.

In this guide from The Brand Stori, we’ll walk you through a step-by-step process to run an effective branding audit that’s both insightful and actionable.

What is a Branding Audit?

A branding audit is a comprehensive evaluation of your brand's current position in the market compared to its goals. It reviews elements like your brand identity, messaging, digital presence, and customer perception to ensure consistency and relevance. Think of it as a health check-up for your brand.

Why Do You Need a Branding Audit?

A branding audit helps you:

• Understand how your audience perceives your brand.
• Identify inconsistencies across different touchpoints.
• Reposition or realign your messaging to suit current market demands.
• Stay relevant in a fast-changing digital landscape.
• Maximize ROI on your branding and marketing efforts.

Step-by-Step: How to Run a Branding Audit

Step 1: Define Your Branding Goals

• Start with clarity. What are you hoping to achieve with this audit?
  • Rebranding?
  • Launching a new product?
  • Fixing low engagement?

Set SMART goals that align with your business objectives.

Step 2: Analyze Your Brand Identity

• Review the visual and verbal elements of your brand:
  • Logo
  • Color palette
  • Typography
  • Taglines and slogans
  • Brand tone and messaging

Ask: Do these align with your current values and audience?

Step 3: Audit Your Website and Digital Presence

• Your website is your digital storefront. Check:
  • Homepage clarity and messaging
  • SEO performance
  • Page loading speed
  • Mobile responsiveness
  • Brand consistency across pages

Also, review your Google Business Profile, online reviews, and presence across directories.

Step 4: Review Social Media and Content

• Consistency is key. Evaluate:
  • Profile bios and branding.
  • Visual identity (use of templates, logos, brand colors).
  • Engagement metrics.
  • Content tone vs brand tone.

Use tools like Meta Business Suite or LinkedIn Analytics to check content performance.

Step 5: Analyze Customer Touchpoints

• Look at all the ways your audience interacts with your brand:
  • Emails
  • Packaging
  • Customer support responses
  • Ads and campaigns
  • Events or webinars

Is the brand experience consistent and positive at every stage?

Step 6: Conduct a Competitive Analysis

• Compare your brand with 3-5 key competitors. Study:
  • Their branding tone and positioning
  • Visual identity
  • Social media strategy
  • Content themes

Find your USP and explore how to differentiate your brand further.

Step 7: Gather Customer Feedback

• Use surveys, polls, or even Instagram Q&As to gather genuine feedback. Ask:
  • What do you think of our brand?
  • What makes us different?
  • What would you improve?

Real feedback > assumptions???????

Step 8: Create an Action Plan

• Now that you have your insights, it’s time to act.
  • Fix inconsistencies in brand assets
  • Refresh outdated visuals or tone
  • Align marketing strategies to new audience expectations
  • Track and measure improvements every quarter

Tools to Help You Run a Branding Audit

• Google Analytics – Website performance
• SEMRush / Ahrefs – SEO and content analysis
• Canva / Adobe Express – Brand design consistency
• Hootsuite / Buffer – Social media overview
• SurveyMonkey / Google Forms – Customer feedback

When Should You Do a Branding Audit?

• Ideally, conduct a branding audit:
  • Every 6–12 months
  • Before launching a major campaign
  • After any significant change in your business
  • When engagement or sales drop

Final Thoughts

Running a branding audit isn’t just about design—it’s about perception, positioning, and performance. By regularly reviewing your brand, you ensure it evolves with your business and audience.

Looking to make your brand unforgettable? Let The Brand Stori run a complete branding audit for you.