Every brand evolves over time. Contexts, audiences, channels and even the social values that determined what it is like change. That is why conducting a brand audit is not a luxury, but rather an essential strategic management tool. It allows you to evaluate the brand’s identity and health, detect deviations between its identity and perception, and ultimately define how it should evolve to remain relevant, consistent, and complementary to the company’s objectives.
Organisations typically initiate a brand audit under different circumstances:
- If they perceive inconsistencies between what they communicate and what the public understands.
- Whether you are preparing for a repositioning, a merger, a change of purpose or a visual update.
- If they detect fatigue or brand misalignment after years of growth or diversification.
- If they need to recapture the essence of the brand and update it without losing its unchanging elements, i.e. those that give it continuity and authenticity.
In short, a brand audit allows us to understand what the brand represents today, how its environment has changed, and what it should retain or transform.
The 5 key steps for a brand audit
1. Documentary analysis: understanding what the organisation says about itself
The first step is to collect and review all corporate documents that define or describe the brand: strategic plan, identity manual, positioning, purpose, values, tone of voice, internal and external communication materials, reports, annual reports, etc.
The aim is to identify the official narrative or corporate storytelling: how the brand is presented and what story it conveys.
2. Evaluation of visual and verbal elements
A brand audit is not only conceptual; it is also aesthetic and sensory. It is necessary to analyse the identity and visual signs (logo, colours, typography, iconography, photographs, design of digital and physical materials) and their consistency across different channels.
Similarly, the brand’s voice should be reviewed: the messages, language and tones used. This analysis allows for the detection of distortions or inappropriate uses that may have eroded visual and verbal consistency.
3. Analysis of internal and external perception
A brand is built both from within and from without. It is essential to listen to the
At the same time, it is advisable to study external perception through surveys, digital reputation analysis, or media research to understand how the brand is perceived by customers, partners, the media, or the general public. In this regard, an in-depth study using artificial intelligence tools and active listening on social media can be very useful today.
4. Review of the brand’s trajectory and signals
Strong brands evolve without breaking with their past. That’s why an audit must include a historical review: how the brand has changed, what milestones have defined it, and what symbols or values remain unchanged.
This exercise helps to recognize its intangible heritage—what it should never lose—and to separate the incidental from the essential.
5. Diagnosis and roadmap
The result of the audit should be summarized in a diagnostic report that synthesizes findings and recommendations: strengths, weaknesses, visual and narrative consistency, internal alignment, and external perception.
From there, a brand evolution roadmap can be proposed, ranging from a simple reordering of messages to a complete rebranding or strategic redefinition process.
A well-executed brand audit is an investment in clarity and consistency. It serves to
In a market saturated with messages, brands that know themselves are the ones that connect, communicate, and endure best.
