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A brand audit assesses how a brand is performing against its strategic ambitions, how people perceive it and how consistently it is expressed. It helps distinguish valuable assets from problems that are limiting the business.
Combine evidence from strategy, identity, customer experience and brand performance to identify priorities for improvement. Establish measures that make progress visible and support decisions about where to invest, what to retain and what needs to evolve.
Brand audit services
Assess the brand as a connected system, from its strategic foundations to the experiences people have with it. Turn the findings into practical priorities and a framework for evaluating progress over time.
Review the brand’s positioning, proposition, audience assumptions and competitive context against the business’s current direction. Identify where the strategy remains useful, where it has become less relevant and which questions need further research before changes are made.
Assess how the visual and verbal identity is applied across relevant touchpoints, alongside the experiences customers and employees have with the brand. Identify inconsistencies, accessibility issues and gaps between the intended brand and what people actually encounter.
Examine the recognition, associations, perceived value and distinctive assets that contribute to the brand’s equity. Combine available research and performance evidence to understand which elements deserve protection and where the brand has opportunities to strengthen its position.
Define the indicators that relate to the brand’s objectives, from awareness and consideration to perception, preference and experience. Establish a practical measurement framework with clear definitions, data sources and reporting responsibilities so results can inform decisions.
Compare brand performance against an agreed baseline over time, accounting for changes in the market, communications and business activity. Interpret trends, identify emerging issues and recommend priorities for further investigation or improvement rather than relying on individual metrics in isolation.
What would you like to assess or improve?
What is a brand audit?
A brand audit is a structured assessment of a brand’s strategy, identity, experience and performance. It identifies strengths, inconsistencies and opportunities for improvement, providing evidence to support decisions about the brand’s future.
When should a business conduct a brand audit?
An audit is useful before a rebrand, after a significant business or market change, when brand performance is declining or when teams are finding the identity difficult to apply. Regular reviews can also reveal smaller improvements before problems become costly.
How do you measure brand performance?
Measurement begins with the business and brand objectives. Relevant indicators may include awareness, consideration, associations, preference, distinctive asset recognition and customer experience. A baseline and consistent data collection make changes easier to interpret over time.
What is the difference between brand equity and brand awareness?
Awareness describes whether people recognise or recall a brand. Brand equity is broader: it includes the value associated with that recognition, the strength of relevant associations and how the brand influences preference and behaviour. Awareness alone does not establish strong equity.
What does a brand audit deliver?
A brand audit can deliver a structured assessment, evidence of strengths and gaps, recommendations and prioritised next steps. Where measurement is included, it can also establish a performance baseline and a framework for tracking progress.
Strategy, identity and digital experiences come together in different ways. Here's a selection of projects shaped by different challenges, ambitions and opportunities.
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