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Welcome to The Wild Fleur, a journal about calligraphy, design, and the occasional peek into lives, travels, fashion, and style. Stay a while and say hello!

Hi, I'm Erin.

How to Conduct an Internal Brand Audit

How to conduct an internal brand audit imageSo you may be thinking it is time to make a change in your business.  Maybe you feel like your sales funnel is not converting potential clients into paying, raving fans.  Or you feel like you are itching for a rebrand.  Or you are about to expand into a new market.  If any of these things are going on in your business it may be time for a brand audit.

Now you may be wondering, what is a brand audit? Or why should I consider one?

A brand audit is basically stepping back from being inside your brand and understanding how your ideal clients are interacting with your brand from first encounter and through the sales process. Is your brand positioning you in a way that you want to be known?  Does your brand allow you to charge your worth? Does your brand interact with your ideal clients and bring them through the door? And through this evaluation, identifying areas for improvement.

Or even simpler, are your customers getting what they expect from you?

You know how Marie Kondo approaches clutter clearing?  She stays detached.  She holds and examines each object.  She groups like items together.  She thanks the old and confidently moves forward.  We can take her principles and apply them to a brand audit.  During this process you will break down your brand into individual pieces and examine each element to determine if it fits the goals of your brand and create action steps on how to move forward. 

Remember, you don’t want to change the things that are working for you.  But don’t be afraid to adjust what isn’t. The whole point of an audit is to identify weak spots.

Three steps to a brand audit

Lay the brand foundation

Examine the brand identity

Create actionable steps


Before you begin on your brand audit, you must gather everything your client comes into contact with during your sales process. 

I call these brand touchpoints. 

Download the Internal Brand Audit Google sheet and include each brand touchpoint in the first column.  Brainstorm every point that someone could touch your brand, including but not limited to:

  • mission statement
  • goals and values
  • branding board including, logo, submark, icons, patterns, colors, fonts
  • packaging
  • collateral
  • advertising
  • brochures
  • website
  • blog
  • press
  • social media
  • email sequences
  • opt-ins
  • canned emails
  • your brick and mortar
  • invoices
  • questionnaires
  • proposals
  • google search results
  • google reviews
  • other online reviews
  • networking events
  • customer service

Lay the Brand Foundation

You must go back to the basics and explore the fundamental values of your brand.  Check out my free guide Becoming Irresistible to dive deeper into the foundation of your brand.

This is a very high level look at how your brand exists. 

The whole point is to create consistency across the board in both your visual brand presence and the messaging of your brand.    A few questions you should ask yourself while going through this exercise are:

  1. What do I want to say?
  2. What is interesting or special about my brand? What am I known for?
  3. How am I different?
  4. What is unique about my process?
  5. Why do my customers love me?
  6. Do the elements of my brand support my goals?  Are they inline with my values?
  7. Who are my ideal clients? Who is buying my services? Who do I want to buy my services?
  8. What is my place in the market
  9. Is my pricing too high or too low?


Examine the brand identity

The second part of a brand audit requires you to evaluate the visual and messaging elements of each touchpoint individually.

You must have a good understanding of how your brand lives in the world both in its visual presence and its brand messaging.  

Look at the logo, typography, color choices, and photographs used.  Consider whether they are out of date.  Are they in line with the mood and values of your brand.  Is there a consistent and cohesive feel across all branding elements?  Do the visuals match the actual characteristics of your business?  Does the use of these visuals communicate your brand style and story?

Remember, the message you send your ideal clients matters just as much as your visual presence. 

Consider what your brand sounds like by going over any copy with a fine toothed comb and make notes where the messaging needs improvement.  Think about your brand voice and the context at each touchpoint.  Does the tone of your brand support its visual presence?  Does your messaging clearly define what you do and what you don’t do?

Create actionable steps

A brand audit isn’t complete until you examine the list of weaknesses and determine where to take action first.

Don’t expect to be able to do all of this at once. 

Use the momentum in completing this first action item and keep moving forward and making progress.  You can continue to monitor how those adjustments work by evaluating if sales have improved at each point.

To Recap

Remember, the goal of conducting an internal brand audit is to gain clarity and consistency for your brand across the board so your ideal client immediately recognizes you and feels comfortable interacting with your brand.  Examine each point your dream client comes into contact with your brand and evaluate if the brand visuals and the brand messaging support the goals and values of your brand.  This should be a good start on how to perform an internal brand audit and I hope I’ve helped you just a bit.



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