Most rebrand requests are design requests in disguise. “We need a new logo” often means “We have not articulated who we are.” A brand audit separates the cosmetic from the strategic, so you invest in the right changes.
Brand strategy audit
- Can your team articulate your positioning in one sentence?
- Does your positioning differentiate you from competitors?
- Is your target audience clearly defined, not “everyone”?
- Do your values drive actual decisions, or do they live on a wall?
Brand identity audit
- Is your logo used consistently across all touchpoints?
- Do you have documented colour, typography, and layout rules?
- Does your identity feel current, or dated relative to your market?
- Does your visual identity match your strategic positioning?
Brand experience audit
- Is the brand consistent across website, product, sales, and support?
- Does your messaging sound the same everywhere, or different on every channel?
- Would a customer recognise your brand if the logo were removed?
- Does your employer brand match your customer brand?
Brand equity audit
- Do you track brand awareness, consideration, or NPS?
- Has brand investment moved any business metrics?
- Do partners, investors, and talent respond to your brand positively?
What to do with the results
If strategy is broken, a new logo will not help. If identity is inconsistent, guidelines and application matter more than a rebrand. If experience is fragmented, launch and rollout need attention.
At Maker Street Studios, we often start engagements with an audit, because the right diagnosis saves months of misdirected design work.
To discuss strategy, identity, or a full brand development engagement, start a conversation with our studio.