Brand Audit Scorecard

Instructions: Score each dimension 1–10 (1 = nonexistent, 10 = world-class). Be honest. The value is in finding the gaps, not inflating the score.

1. Visual Identity (Logo, Colors, Typography)

Does your brand have a professional, cohesive visual system? Could someone recognize your brand from a color or font alone?

• 1–3: DIY logo, inconsistent colors, no system
• 4–6: Professional logo but no cohesive system
• 7–10: Complete visual identity with guidelines that are followed

Your score: ___ / 10

2. Positioning

Can you articulate in one sentence what you do, who it's for, and why you're different? Can your team?

• 1–3: No clear positioning. You compete on price
• 4–6: Some differentiation but not consistently communicated
• 7–10: Clear, ownable position that your entire team can articulate

Your score: ___ / 10

3. Website

Does your website clearly communicate who you are, build trust, and convert visitors into leads or buyers?

• 1–3: Outdated, confusing, or template-looking
• 4–6: Decent but doesn't convert well or fully represent the brand
• 7–10: Professional, fast, clear CTAs, regularly updated

Your score: ___ / 10

4. Messaging & Copywriting

Does your copy speak directly to your ideal customer's pain points and desires? Is the tone consistent?

• 1–3: Generic, feature-focused, sounds like everyone else
• 4–6: Some customer-focused messaging but inconsistent
• 7–10: Clear voice, benefit-driven, consistent across all channels

Your score: ___ / 10

5. Customer Experience

From first touchpoint to post-purchase. is every interaction intentional and on-brand?

• 1–3: No thought given to the experience beyond the product
• 4–6: Some touchpoints are good, others are neglected
• 7–10: Every interaction is designed, consistent, and memorable

Your score: ___ / 10

6. Social Proof

Do you have visible reviews, testimonials, case studies, or credentials that build trust?

• 1–3: Little to no social proof displayed
• 4–6: Some reviews or testimonials but not strategically used
• 7–10: Strong proof across all channels. reviews, case studies, press

Your score: ___ / 10

7. Packaging & Presentation

Does your product presentation (physical or digital) match or exceed the quality of the product itself?

• 1–3: Generic or cheap-looking packaging/presentation
• 4–6: Acceptable but not a differentiator
• 7–10: Packaging is a selling point and brand experience

Your score: ___ / 10

8. Content & Thought Leadership

Are you creating content that demonstrates expertise and attracts your ideal customer?

• 1–3: No content strategy or sporadic posting
• 4–6: Regular content but not strategic or differentiated
• 7–10: Consistent, valuable content that drives inbound leads

Your score: ___ / 10

9. Competitive Differentiation

If your logo were removed, could someone tell your brand apart from competitors?

• 1–3: Interchangeable with competitors
• 4–6: Some differences but not defensible
• 7–10: Clearly distinct. own a unique position in the market

Your score: ___ / 10

10. Brand Consistency

Does your brand look, sound, and feel the same across every touchpoint?

• 1–3: Every channel looks like a different company
• 4–6: Mostly consistent but gaps exist
• 7–10: Bulletproof consistency. guidelines exist and are enforced

Your score: ___ / 10