Short version: A brand audit is a structured review of what a business promises and how people experience that promise across its communication and customer touchpoints.
It can be useful before a rebrand, website redesign or change of positioning. The aim is to identify what already works, where the brand is unclear and which changes deserve attention first.
What to review: Start with the audience and offer, then compare the message, visual identity and tone of voice on the website, social profiles, sales materials and packaging. Include customer questions and feedback, rather than judging only how the materials look.
A practical starting point: Collect a homepage screenshot, a product or service page, recent posts and a sales document. Ask whether they explain the same offer, use recognisable design rules and lead people towards a clear next step. Compare relevant competitors to understand category expectations and where your own offer differs.
What the audit should produce: A list of observed problems, evidence for each one and a prioritised set of actions. For example, inconsistent colours may need clearer guidelines, while repeated questions about the offer may call for better page structure and copy. Separate these findings from assumptions that still need customer research or measurement.
Related terms: Brand strategy, Brand identity, and Rebrand.