Engagement › Branding · 1 of 4
Brand Audit
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
A brand audit is a review of how your brand looks, sounds and performs against competitors. It examines messaging, visuals, customer perceptions and the competitive landscape. In RISE, you rate 16 statements from 1 to 3 across four categories. The totals show where to position and strengthen your brand.
How RISE does it
- Assesses Brand Position, Message Clarity, Brand Feel, Consistency and Management.
- Scores four categories: Visual Identity, Messaging, Internal and Advertising.
- Each category has four statements rated 1 to 3, with a total line.
- Results guide how you position and differentiate the brand from competitors.
Brand Audit is one of four tools in Branding, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
Brand Audit worksheet
Rate each statement 1 to 3, then total each category.
| Category | Statement |
|---|---|
| Visual Identity | We have logos and brand guides accessible to all necessary parties. |
| Visual Identity | Our brand aligns with our core values and mission. |
| Visual Identity | Our visual identity is consistent across all mediums, platforms, websites and physical products. |
| Visual Identity | Our visual identity differentiates us from our competitors. |
| Messaging | We have identified our target audience and created buyer personas to better understand their needs. |
| Messaging | Our messaging clearly communicates our unique value proposition. |
| Messaging | We are using the most effective channels to reach our target audience. |
| Messaging | We regularly conduct A/B testing to refine our messaging and ensure that it resonates. |
| Internal | We have successfully communicated our core values and mission to our team. |
| Internal | We have created a company culture that fosters a sense of belonging and brand loyalty. |
| Internal | Our team understands our brand voice and consistently communicates using it internally and externally. |
| Internal | Our team is excited to represent our brand both in and out of the office. |
| Advertising | Our advertising efforts are measurable. We have clear goals and track progress. |
| Advertising | We advertise on channels that fit our brand and message. |
| Advertising | We constantly analyze potential new channels to add to our strategy. |
| Advertising | We A/B test distribution strategies to ensure that our ad channels are effective. |
“Your brand score, deduced from this audit, isn't just a number. It's a reflection of where your brand stands today and where it needs to go tomorrow.”Gary Harper
AI RISE Coach
Work through Brand Audit with the AI RISE Coach
“Walk me through Brand Audit in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have a logo, brand guide, and consistent digital presence that keeps us top-of-mind with customers.”
Frequently asked questions
How do you do a brand audit?
Review your visuals, messaging, customer perceptions and competitors. The RISE worksheet has you rate 16 statements from 1 to 3 across Visual Identity, Messaging, Internal and Advertising, then total each category.
What questions should a brand audit answer?
RISE asks five: Where does your brand stand in the market? Does your messaging fit your mission and audience? What feeling does it evoke? Is it consistent? How is it managed over time?
The other tools in Branding
- Brand FeelingNarrow 48 words down to the one emotion your brand must evoke in every touchpoint.
- Brand GuideDocument your brand script, colors, typefaces and logo usage so everyone represents the brand the same way.
- Brand InsistenceGrow awareness, differentiation, value and emotional connection until customers seek you out first.
Related in another quadrant: Long-Term Vision
