How to perform a brand audit | Brand Audit Checklist & Benefits
Before you dive in, know this: a brand audit is a structured check-up that compares your stated brand identity with its implementation, and market perception, highlighting both strengths and inconsistencies. It typically involves identifying clear objectives, gathering internal and external data, and synthesising the findings into actionable insights.
It’s a chance to get a clear understanding of where your brand stands, and whether it’s still working as hard as it can for your business.
According to a 2022 Gartner survey, 68% of businesses that conduct annual brand audits see an average brand equity increase of 15% within the first year.
Think of it as a regular health check for your brand to find areas for improvement, and ensure things are headed in the right direction.
THE BENEFITS OF A BRAND AUDIT
- A brand audit offers a strategic lens on where your brand stands now.
- It identifies gaps between internal and external perceptions.
- Insights guide more effective marketing and messaging.
- Regular audits help you track and measure brand growth.
- Quantitative and qualitative data both matter.
6 SIGNS YOU MIGHT NEED A BRAND AUDIT
- You’re expanding into a new market or launching new offerings
- Your audience has changed, and you aren’t sure your brand still resonates
- Your competitors feel more visible, relevant or unified
- You’re preparing for a rebrand or repositioning
- Your website, sales tools or marketing channels feel inconsistent
- Your sales have plateaued, and you’re wondering why (Harvard Business Review)
KEY CONSIDERATIONS FOR A THOROUGH BRAND AUDIT
SPEAK TO YOUR CUSTOMERS
To really understand how your brand is performing, you need to talk to the people that matter. You can gather their thoughts in a number of ways such as:
- Surveys
- Focus groups
- One-on-one interviews
There are also plenty of useful tools like the more sophisticated Qualtrics CoreXM (2025) or a simpler platform like Survey Monkey. Use your own channels – your social channels, your email database, your sales staff – and encourage sharing through your employees and their networks. Incentivising the survey with a prize will help to encourage people to take part. Keep the survey short and simple to ensure a high completion rate. Include open-ended questions to gather more detailed feedback.
Consider asking them questions like:
- What three words would you use to describe our business?
- What’s the number one reason you decided to buy from us?
- What other alternatives did you consider?
- Is there anything you think we could improve?
SPEAK TO YOUR EMPLOYEES
Just as important as your customers, are your employees. How do they feel about your business? Get your CEO on board so employees understand how important their opinions are, and consider a mix of example surveys, interviews or a cultural assessment. Your employees are on the frontline and can offer insights into how your brand is really experienced.
Consider asking them questions like:
- What’s your favourite thing about working with us?
- What are 3 things we do really well as a business?
- How do you think we compare to our competitors?
ANALYSE YOUR COMPETITORS
A competitor analysis can help you understand where your brand sits in the market, and whether it’s clearly differentiated. Start by looking at your competitors’ websites, social media, and any recent campaigns or product launches. Note what they’re doing well, what feels predictable, and where there might be gaps you can own. The goal isn’t to copy, but to spot opportunities to sharpen your own positioning.
- Identify your main competitors by researching the market landscape relevant to your industry.
- Review their branding materials, messaging, and positioning to see how they communicate.
- Compare their strategies and performance metrics to understand where your brand stands.
ASSESS YOUR TOUCHPOINTS
Review all your internal and external brand assets – from your website and social media to sales decks and packaging. Evaluate each against your brand strategy and guidelines. Has consistency slipped? Are materials still fit for purpose? Document the findings and look for opportunities to refine or retire underperforming assets. This process also reveals potential gaps in your communication and experience.
- Website traffic
- Bounce rate
- Conversion rate
- Social engagement
- Follower growth trend
ADAPTING YOUR BRAND AUDIT TO YOUR INDUSTRY
A brand audit isn’t one-size-fits-all. The audit process will look different depending on your sector, audience, and business goals. An audit for an FMCG brand may focus more on packaging and in-store experiences, while a professional services firm might focus on messaging, positioning and digital touchpoints.
Explore our industry-specific work:
FMCG | B2B & Professional Services | Health & Lifestyle | Wholesale & Manufacturing | Property & Places
REVIEW YOUR RESULTS AND CREATE THE ACTION PLAN
If you’re managing the audit internally, aim to involve:
- Brand or Marketing Lead – to guide alignment with business goals
- Customer Experience Lead – to understand client touchpoints and service realities
- Design/Creative Lead – to assess visual cohesion and identity application
- Sales or Product Manager – to offer insights from the frontline
- HR/Internal Communications – for insights into internal culture and brand perception
Once you’ve gathered all your findings, synthesise them into key themes and recommend clear next steps. This drives practical improvements and ensures alignment across your team.
A thorough brand audit will draw on a mix of skills. You’ll need strategic thinking, research expertise, creative insight and commercial awareness. While in-house teams can get the process started, it’s important to bring in people who can bring both objectivity and depth.
| Wondering how strong your brand is? Download our free Brand Audit Checklist or if you want us to do the heavy lifting you can learn more about our Brand Audit Services. |
CHALLENGES OF CONDUCTING A BRAND AUDIT INTERNALLY
Even the most capable internal teams can struggle to maintain objectivity during a brand audit. When you’re inside the day-to-day operations, it’s easy to miss blind spots. Competing priorities, limited time and a lack of the right tools can all get in the way, leading to a process that’s slow, fragmented or incomplete.
Bringing in Tiny Hunter means:
- A fresh, outside perspective
- Access to experienced strategists and proven processes
- Clear, practical actions you can implement immediately
- The ability to stay focused on your day-to-day while we lead the process
CONCLUSIONS AND NEXT STEPS
Conducting a brand audit is a strategic investment that can reveal what’s working for your brand and where opportunities lie. By using data-driven insights and a consistent process, you’ll be positioned to adapt quickly, grow brand equity, and stay competitive in your market.
We bring years of experience and a structured, collaborative process to every audit. There are three tiers of audit pending complexity and budget. Learn more about our Brand Audit Services.
Written by: Jodie de Vries
Published: December 8, 2025
