Definition
What is a brand audit?
A brand audit is a structured evaluation of how clearly, consistently and credibly a business presents itself across every surface the public can see: its website, search results, AI answers, social profiles, reviews and listings. It separates what is working from what is contradicting itself, and names what is missing.
A brand audit is not a design review and it is not an SEO report. Design and search are two of the signals it reads. The output is a diagnosis of coherence: whether the promise you make, the way you look, the way you sound and the way others describe you all point at the same business.
What a brand audit covers
Ours scores twelve categories, weighted into one Brand Health Score. Each links to a detailed page explaining what we check and why it matters.
Brand foundation
- Brand strategy, positioning and messaging
Positioning, value proposition, story, vision, mission, personality and voice.
- Visual identity and creative consistency
Logo, colour, type, imagery and design system coherence across every touchpoint.
- Entity consistency and brand accuracy
Whether naming, descriptions and facts match across the site, listings and profiles.
Visibility
- SEO visibility and authority
How discoverable and authoritative the brand's language is in classic search.
- AEO readiness
Whether pages answer real questions in extractable, quotable form.
- GEO and AI visibility
How well an AI assistant can describe the brand accurately from public signals.
Reputation & social
- Reputation and sentiment
Review presence, listings coverage and sentiment signals.
- Social and content presence
Channel coverage, publishing cadence and whether social messaging matches the site.
- Founder and authority signals
Named humans, credibility signals and thought-leadership footprint.
Website experience
- Website experience, accessibility and technical health
Structure, metadata, performance hygiene and accessible, readable pages.
- Conversion, trust and customer journey
Calls to action, proof, friction and whether the path to enquiry is clear.
Paid media
- Paid media
Whether your ad copy, offers and creative say the same thing as your site — and whether spend is pointed at the right message.
Local presence
- Local presence and Google Business Profile
Your map listing, NAP accuracy, categories, hours, photos and whether the site backs them up.
Editorial policy
- Editorial policy compliance
Your published content measured against your own written editorial, voice and copy standards — where the site follows the rulebook and where it drifts.
How a brand audit is scored
Performance and visibility of evidence are different things, so we keep them separate. The Brand Health Score measures observed performance. Data coverage measures how much of your public footprint we could reach. A platform that blocks the scan lowers coverage; it never counts as a zero against your score. Every finding also carries a confidence level based on how direct the evidence behind it is.
Read the full process on how it works, or see the deliverable in the sample report.
When to run one
- Before a rebrand or website rebuild, so the brief is based on evidence.
- After a merger, name change or repositioning, to find the surfaces still on the old story.
- When paid acquisition costs keep rising while conversion stays flat.
- When AI assistants describe your business generically, or not at all.
- Annually, as a baseline you can measure the next twelve months against.
Diagnosis is one job; fixing the cause is another. That work sits with our brand strategy and marketing services.
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