Brand Audit Checklist: Evaluate Your Brand's Health

A brand audit reveals the gap between how you want your brand to be perceived and how it's actually perceived. Whether you're considering a rebrand or optimizing your current brand, this checklist guides a thorough evaluation.

Digital Presence Audit

Domain and Website

• [ ] Primary domain is active and accessible
• [ ] SSL certificate is valid
• [ ] Website loads in under 3 seconds
• [ ] Mobile experience is optimized
• [ ] All pages have proper meta titles and descriptions
• [ ] Brand name is consistent across all pages
• [ ] Contact information is accurate and current

Social Media Profiles

• [ ] Username is consistent across all platforms
• [ ] Profile images match current brand identity
• [ ] Bios are up-to-date and keyword-optimized
• [ ] All links point to correct destinations
• [ ] Inactive platforms are either updated or clearly marked

Search Presence

• [ ] Brand ranks #1 for branded searches
• [ ] Google Knowledge Panel is accurate (if applicable)
• [ ] Google Business Profile is complete and current
• [ ] No negative content dominates search results

Visual Identity Audit

• [ ] Logo is consistent across all touchpoints
• [ ] Color palette is used consistently
• [ ] Typography is consistent across materials
• [ ] Brand guidelines document exists and is current
• [ ] Visual identity works at all sizes (favicon to billboard)

Brand Messaging Audit

• [ ] Value proposition is clear and compelling
• [ ] Brand voice is consistent across channels
• [ ] Key messages align with target audience needs
• [ ] Tagline/slogan is current and relevant
• [ ] Brand story is documented and authentic

Competitive Positioning

• [ ] Competitive landscape is documented
• [ ] Brand differentiation is clear
• [ ] Pricing position aligns with brand perception
• [ ] Market positioning is defensible

Customer Perception

• [ ] Customer reviews are monitored and responded to
• [ ] Net Promoter Score (NPS) is tracked
• [ ] Social mentions are monitored
• [ ] Customer feedback informs brand decisions

Legal Protection

• [ ] Brand name is trademarked
• [ ] Domain portfolio includes defensive registrations
• [ ] Social media handles are secured
• [ ] Brand monitoring catches infringement early

Action Items After Your Audit

Prioritize findings by impact and effort. Quick wins (updating outdated bios, fixing broken links) should be done immediately. Strategic changes (repositioning, visual refresh) require planning.

Start your digital presence audit with BrandScout. Check your brand name's availability and consistency across domains and social platforms in seconds.