Paid plans, Starter and above
Visual identity and creative consistency
We compare what your brand guidelines specify against what your site and channels actually render — on desktop and on mobile.
What we check
- Logo integrity: correct variants, clear space, resolution and favicon
- Colour-system consistency against documented brand colours
- Typography: typeface usage, hierarchy and scale discipline
- Layout, spacing and composition consistency across templates
- Mobile versus desktop visual parity
- Accessibility and production quality of visual assets
- Competitive visual distinctiveness within your category
Why it matters commercially
Visual inconsistency reads as operational inconsistency. It erodes the recall advantage a brand spends years buying and makes premium pricing harder to defend.
Example findings
- Four off-palette blues in use across the site; none match the documented brand blue.
- Logo rendered below minimum size with no clear space on mobile navigation.
The checklist we run
10 fixed checks. Each one is graded pass, needs attention, failed or not applicable, with the fact we observed printed beside the verdict. The category score is the weighted pass rate of these checks — nothing is invented.
Logo used correctly
Correct variant, adequate clear space, no distortion or low resolution.
medium impact · low effort
Favicon present and on-brand
A favicon is set and matches the brand mark.
low impact · low effort
Colour palette is consistent
A limited, repeatable palette is applied across pages and components.
medium impact · medium effort
Typography is consistent
One or two families with a clear, repeated hierarchy.
medium impact · medium effort
Imagery holds one point of view
Photography and illustration share a consistent treatment.
medium impact · high effort
Components and spacing repeat
Buttons, cards and spacing follow predictable patterns.
medium impact · medium effort
Mobile matches desktop
The visual system holds up at small widths without breakage.
high impact · medium effort
Contrast and legibility
Text meets a readable contrast ratio at real body sizes.
high impact · low effort
Channels look like one brand
Social profiles and listings share the site's visual system.
medium impact · medium effort
Visually distinct from the category
The system is recognisably different from category norms.
medium impact · high effort
Where the evidence comes from
- This category is judged from the pages and public profiles we retrieve for your brand, read directly rather than through a third-party data provider.
If a source is unreachable we mark it unavailable and exclude it. A blocked source lowers data coverage, never your score.
What the deep dive adds
On any paid plan you can run this category on its own. The deep dive re-reads the pages we retrieved with only these 10 checks in front of it, returns a verdict page by page, prints the measured data behind each finding, and orders the fixes by impact and effort. It uses one audit from your monthly allowance.
What you need to provide
Nothing beyond your website address. This category is scored from public data we can retrieve ourselves.
Industry brand audits
See how this section is scored for your sector: accounting & bookkeeping firms brand audit, architecture & design studios brand audit, automotive brand audit, biotech & life sciences brand audit. Browse all industries.
The other scored categories
Brand foundation
Reputation & social
Website experience
Paid media
Local presence
Editorial policy
Questions
Visual identity: common questions
How do you assess visual identity without our brand guidelines?
Without guidelines we assess internal consistency only: whether logo use, colour, type and layout hold together across the pages we retrieve. Upload a PDF of your guidelines on a paid plan and we compare what you specified against what actually renders.
Do you check mobile as well as desktop?
Yes. Visual parity between mobile and desktop is checked, because inconsistency usually shows up first on small screens.
Will you tell us which colours or fonts to use?
No. We report where usage is inconsistent or where legibility and contrast fail. Design direction is a separate engagement.
Which plan includes this category?
It is scored on paid plans from Starter upward. On the free scan it is shown locked, with the number of checks behind it, rather than partially guessed at.
What does the deep dive add over the overview report?
The overview scores this category in one pass over your site. The deep dive re-reads the same pages against all 10 checks on their own, returns a page-by-page verdict, prints the measured data behind each finding, and orders the fixes by impact and effort. It uses one audit from your monthly allowance.
Want it done for you?
The audit tells you what to fix. If you'd rather not do the fixing, The Branded Agency can take it from here.
Audit-holder rate
Copywriting rewrite
We take the findings from your audit and rewrite the messaging across your site: one clear promise, consistent supporting messages, and copy that search and answer systems can quote correctly.
Start the rewrite
Work with us directly
Strategic brand engagement
A strategist-led engagement that fixes the brand underneath the copy: positioning, story, personality and the message architecture every channel runs on.
Book your strategy call
The report identifies the signals. We find the causes.
Diagnosis is free. Fixing the cause is what our brand strategy and marketing services are for — see the results across our client work.