ME: “Let's have a simple brand audit.”

CLIENT: “Why? We just want this pitch deck done. Are you over doing it?”

ME: “I think you’d want us to ensure your current brand aligns well with your pitch deck. If it doesn’t, we can improve it from here to maximize your ROI from our services.”

CLIENT: “Makes sense, what’s next?”

This captures the essence of what we do at Design Angel before starting any new project.

So why do we insist on a brand audit?

Simple, a brand audit helps us figure out whether the challenge you're facing originates from your visual design or deeper branding issues.

If it's the latter, addressing it is a priority before diving into the design work.

Why? Because a pretty design alone won’t solve your business problems. It needs to align with your brand strategy to deliver ROI.

Don’t worry, the process is straightforward, and I’ll guide you through each step:

Step 1: Take stock of what you have

What to do:

Compile a comprehensive list of your current brand assets. This should cover every touchpoint where your audience interacts with your brand.

Why it matters:

This initial step forms the foundation of your audit, giving you an overview of your branding landscape.

Assets to include:

• Brand strategy document (if any)
• Logo files and variations
• Brand style guides
• Your website and any landing pages
• Social media profiles
• Marketing collateral (brochures, ads, emails)
• Pitch decks and sales presentations

Step 2: Assess brand consistency

What to do:

Review your listed assets for consistency in colors, fonts, and messaging.

Why it matters:

Inconsistent branding can confuse customers and dilute your message.

Areas to check:

• Color schemes
• Fonts / Typography
• Logo applications
• Imagery and iconography
• Tone of voice
• Messaging

Step 3: Listen to your audience

What to do:

Check customer reviews, social media mentions, and other direct or indirect feedback.

Why it matters:

Your customers’ perception of your brand IS your brand! It’s not what you say it is, it’s what your customers say it is.

What to check:

• Online reviews
• Social media comments and shares
• Customer emails and support tickets
• Public complaints or praises
• Testimonials

Step 4: Peek at the competition

What to do:

Identify 2-3 competitors and examine their branding.

Why it matters:

This will help you understand your market better and identify areas where you can stand out.

What to check:

• Brand assets — Collect their brand assets and messages (use checklist from Step 1)
• Customer reviews — Look at their customer sentiments (use checklist from Step 3)
• Differentiators — Analyze how they’re different from you

Step 5: Be different, on purpose

What to do:

Articulate how you can differentiate your brand, be it visually, verbally, or ideologically.

Why it matters:

Being different will make you memorable and can provide a competitive advantage. It’s what branding is all about.

Ways to stand out:

• Visually: Maybe everyone else is sleek and corporate; you could go colorful and playful.
• Verbally: If all competitors sound formal, perhaps a friendly tone could set you apart.
• Ideologically: What values can you highlight that others aren't focusing on?

Step 6: Refine your strategy

What to do:

Realign your visual style, voice, and core brand message.

Why it matters:

Alignment across all fronts ensures a strong, coherent brand message.

Points for realignment:

• Visually: Does your style align with your brand and audience?
• Verbally: Make sure your tone resonates with your target customers.
• Ideologically: Define your core values and make them prominent.

Step 7: Craft an action plan

What to do:

Based on what you've learned, figure out what needs to change.

Why it matters:

This will serve as your roadmap for improving and evolving your brand.

Most common action checklist:

• Make the overall visual brand more consistent
• Social media: Align visuals and messaging
• Tone of voice: Ensure it matches your brand values
• Brand message: Refine to align with customer perceptions
• Brochure: Update to match new brand strategy and updated visual identity
• Pitch deck: Make sure it aligns with the overall brand message and visual identity
• Sales deck: Same as the pitch deck but focused on sales objectives
• Brand strategy: Update or create based on the audit
• Brand name: Consider renaming if it no longer aligns with your vision

Brand audits are more than just a to-do list—they’re a roadmap. Use it to prioritize tasks and allocate your resources wisely.