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The Art of Brand Audits: Rebranding for Success

Brand Auditing in Progress in a Boardroom
Brand auditing in progress in a boardroom

A brand audit is a critical step in the rebranding process. It allows businesses to assess their existing brand identity, understand stakeholder perceptions, and identify areas for improvement. Here are 8 key components of a brand audit that will provide you with actionable recommendations for successful rebranding.

1. Research and Discovery

Interviews with key stakeholders—such as executives, employees, and customers—provide valuable insights into the brand’s current state. These conversations reveal perceptions, pain points, and alignment with brand values.

Analyzing competitors’ branding strategies helps contextualize the brand’s position in the market. During this analysis, competitors’ visual identities, messaging, and overall brand experience, are analyzed.

Gathering data on industry trends, customer preferences, and market dynamics informs strategic decisions. The tools to gain a holistic view of the landscape include market research reports, surveys, and analytics tools.

2. Brand Identity Assessment (Audit Stage)

Visual Identity Audit

  • Logo: The logo’s relevance, scalability, and consistency across touchpoints will be evaluated. Considerations will be made as to whether it reflects the brand’s essence.

  • Typography and Colors: Font choices, color palette, and their alignment with the brand’s personality will be thoroughly analyzed.

  • Collateral Materials: Business cards, letterheads, brochures, and other collateral will be reviewed for brand consistency.

Verbal Identity Audit

  • Messaging: Brand messaging, taglines, and tone of voice will be aligned for consistency across channels.

  • Naming: Brand and product names for clarity, memorability, and alignment with the brand’s story will be reviewed.

3. Digital Presence Audit


The website’s user experience, content quality, and alignment with brand guidelines will be audited to answer key questions that include: Is the website responsive? Does it convey the brand’s essence effectively?

Social Media

Branding consistency is a must across a business' social media platforms. Key questions that are asked at this stage include: Are visual elements, messaging, and engagement aligned with the brand? SEO optimization for better visibility will be looked into.

4. Customer Experience Audit


Customer interactions with the brand—whether through customer service, packaging, or retail spaces, will be mapped out to ensure touchpoint consistency.

5. Brand Perception Survey

Surveys or focus groups will be conducted to gauge external perceptions of the brand. Here, we seek to answer questions pertaining to brand associations, trust, and emotional connections.

6. SWOT Analysis

Following the conclusion of the first 5 points, a thorough SWOT analysis of the brand is then done to answer the following questions:

  • Strengths: What sets the brand apart?

  • Weaknesses: What areas can be improved?

  • Opportunities: How can we explore untapped brand potential?

  • Threats: What are the external challenges faced by the brand?

7. Gap Analysis

The current brand state is compared with the desired brand positioning. At this stage, we identify gaps in perception, messaging, or visual identity. This analysis informs rebranding decisions.

8. Recommendations and Action Plan

Based on the audit findings, actionable recommendations are proposed:

  • Repositioning: If necessary, a new brand positioning is suggested.

  • Visual Refresh: Updates to the logo, typography, or color palette.

  • Messaging Alignment: Consistent messaging across channels is looked into.

  • Digital Optimization: Improvements for the website and social media will be recommended.

  • Employee Training: Employees will be trained on the updated brand guidelines.


A brand audit isn’t a one-time event—it’s an ongoing process. Regular assessments help brands stay relevant, resonate with their audience, and thrive in a dynamic marketplace. By following these steps and leveraging stakeholder insights, businesses can embark on successful rebranding journeys.

Remember, rebranding is more than a visual makeover; it’s about aligning the brand with its purpose, values, and audience expectations.

SYL+JAS is a renowned player in the space of brand communications. Should you have enquiries pertaining to a brand audit/rebrand, get in touch with us today! 🚀

Brand Communications, Brand Audit

Published by SYL+JAS (2024). All rights reserved.


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