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The Clear-Cut Guide on How to Audit Your Small Business’s Brand

by | Nov 18, 2020 | Brand Strategy

We’re walking through the three steps on how to audit your small business’s brand and what to do next with the evaluation results.

And as an added bonus, you can also pick up a Brand Audit Workbook in the Brand Resource Library by clicking here!

Now that we’ve discussed what a brand audit is, it’s time to actually dive into the auditing process.

But first.

As you’re working through the questions and tasks, it’s important to keep in mind the point of performing a brand audit: to understand where your current brand is at so that you know what changes, updates and/or pivots to make in order to consistently and cohesively communicate your brand with your audience.

Get Clear on Your Brand Strategy Foundation

The first step in auditing your brand is to gain clarity on how you want your brand to be communicated in the first place. The brand strategy foundation is the storyline for your brand – the who, the what, the why and the how. It’s the guidebook for how you want your brand to show up from a messaging and communication standpoint.

Without getting too soap-boxy on you, just know that it’s important. However, it’s only impactful when you’re clear on what it is for your brand.

The Who: This is who you’re serving. That perfect-for-you ideal client that makes you freakin’ love what you do. It’s the person or business or group of people that really get you into that flow state. You know, the place where time doesn’t exist and you’re just doing the work with pure enjoyment. Your ideal client is the type of person that brings out those types of reactions.

A few questions to ask yourself (or snag the entire workbook in the Brand Resource Library)

  • Who do you get great results for?
  • What are their internal paint points?
  • What are their external pain points?
  • What does success look like for them?
  • What is their number one problem?
  • Who is not a good fit for your brand and why?


The Why: This is the emotional thread and connection point that is really going to draw in the right people. It’s why you do the work, why you show up day in and day out. This is the belief that you have as a business and brand. Remember, Simon Sinek says it best: People don’t buy what you do, they buy why you do it.

A few questions to ask yourself (or snag the entire workbook in the Brand Resource Library)

  • Why did you start your business?
  • What inspires you most about your business?
  • Why does the work you do matter?
  • What are your five brand values and why?


The What: This is what you’re actually offering. The work that you do that brings so much happiness and joy. Essentially, it’s what you’re selling. But the goal here is to understand on an emotional level the benefits of what you do – not just the features. The intangibles as well as the tangibles.

A few questions to ask yourself (or snag the entire workbook in the Brand Resource Library)

  • What’s your main offering?
  • What’s most valuable about what you offer?
  • What promise do you make each client?
  • What is specifically easier for your client because of the work do you?


The How: This is the fun part that has a clear line of sight to your brand visuals. It’s how you want people to feel, think and act when they experience your brand. When they see your logo, read a caption on the ‘Gram, open an email, scroll through your website – what thoughts do you want them to have? What feelings do you want to come up?

A few questions to ask yourself (or snag the entire workbook in the Brand Resource Library)

  • What ten adjectives best describe your brand?
  • Of those ten, what is the number one brand adjective or attribute?
  • How do you want your brand to make people feel?
  • What is your brand’s tone of voice?


Conducting the Brand Audit

The actual auditing of your brand is about looking at every single touchpoint that someone may have with your brand and evaluating how effective it is at communicating your brand strategy story.

There are five questions to ask yourself as you dive into each touchpoint and those are:

  • Is it clear who the perfect-for-you client is?
  • Is it clear why you do the work and have a business?
  • Is it clear what you’re offering and the value it provides?
  • Is it clear how you want people to feel when they experience your brand?
  • Is your communication consistent and cohesive?

We’ll start with your website. This is the main hub of your brand and should clearly articulate all four story points. Start with your home page and then work through each subsequent page on your site. Are you speaking to each brand strategy story point? Are the visuals and messaging consistent and cohesive? If the answer is ‘yes’, well done my friend! If the answer is ‘no’, don’t sweat it. See where you’re falling short, no judgement or shame necessary.

Then check out your social media channels. Is the channel/feed/profile consistent across the platforms? Are the visuals cohesive? If you look back at the last five posts, do you speak to all four of the brand strategy story points? More often than not, there is a lot of room for improvement here. Mainly because social media is a fast paced environment and you’re probably on multiple platforms. Again, this is OKAY. The point is get an understanding of what is working and what’s not working. It’s worth repeating: no judgement or shame here. Just curiosity.

Last, but not least, check out your other means of communication – emails, PDFs, ebooks, templates, printouts, brochures, flyers… you get the picture. This is anything and everything else that someone may read, listen or watch and is contributing to your brand experience.

After the Audit

Okay, okay. So you’ve done the work and have a clear picture of where your brand stacks up when it comes to clear, consistent and cohesive communication.

Now what?

Well, it’s an unsexy answer but the logical next step is to work your way down the list. What’s the most pressing? Probably the website. What’s the easiest/quickest to change? Probably social media.

This isn’t something that needs to be tackled all in one sitting. Make a list and slowly work your way down it. The goal is to take small steps every day or week towards creating a consistent and cohesive brand that you’re excited and confident to share. Remember, this doesn’t happen overnight so be patient with yourself and keep moving forward.

And of course, if you read through this process and realized you’re not interested in investing your own time or energy into auditing your brand, we would LOVE to help you. Plus, you’ll get a 90-minute intensive call where we’ll map out your action steps together so that you know exactly what to do with the audit results! Click here to learn more about the Brand Audit + Intensive and schedule a complimentary consultation call.

Happy branding!

All my best,


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