Your Brand Is What You Put Into the World—Check That It’s Working

If you don’t audit your communication channels, you’re leaving your brand to chance.
Consistent voice and visuals build recognition and trust. A structured audit helps you identify gaps, misalignments, and opportunities to improve how your brand appears to the world.

Why it's Important

Surfaces inconsistencies in tone, visuals, and messaging
Helps align all departments to the same brand standards
Builds credibility by removing outdated or off-brand materials
Creates a baseline before a rebrand, refresh, or new campaign
Supports better customer experience across the journey

How to Implement

Make a complete inventory
Website pages
Social media profiles and posts
Sales decks and one-pagers
Customer emails and onboarding sequences
Paid ads, press mentions, and content assets
App store listings or product onboarding
Evaluate each for brand alignment
Visuals: Is the logo, color palette, and type consistent?
Voice: Does the tone match your current brand voice?
Messaging: Is positioning clear, current, and differentiated?
Audience fit: Is language tailored to the right segment (e.g. investor vs. user)?
Quality: Are links, CTAs, visuals, and formatting up to standard?
Score each item using a simple scale (e.g. 1–5)
1 = off-brand; 5 = fully aligned
Add notes and examples where improvements are needed
Group findings by type (quick fixes vs. strategic issues)
Prioritize updates that impact high-visibility or high-traffic assets
Create an action plan
Assign ownership, set timelines, and identify design/writing needs
Track updates in a shared project board or Notion page
Schedule recurring audits (e.g. every 6 months)
Especially after a rebrand or new campaign launch

How You Know You Got It Right

Customers and partners get a consistent experience no matter the channel
The same brand story appears clearly in your website, emails, and ads
Internal teams use updated assets without guesswork
Fewer requests for clarification or brand fixes across teams
You spot and fix outdated content before it creates confusion
Stakeholders report stronger confidence in brand professionalism

Real-World Examples

Canva

Revisited external content post-rebrand to align tone across tutorials, ads, and UX copy

Webflow

Audited their help center and growth pages to reflect their new category positioning

Miro

Conducted a communications review before international expansion to ensure tone and visuals scaled across markets

Make It Better

Involve sales, support, and product teams—they see the gaps firsthand
Use screenshots and side-by-side comparisons for clarity
Highlight top inconsistencies visually for quick alignment
Turn learnings into a "what good looks like" reference doc
Use audit insights to refine your brand guidelines

Don't Make These Mistakes

Only focusing on visual alignment—tone and message matter too
Ignoring internal docs that get shared externally (like pitch decks or emails)
Skipping stakeholder input on what’s working or not
Letting findings sit without a clear action plan
Waiting too long to review again—your brand evolves faster than you think