Brand Audit Template
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Microsoft Word | Adobe PDF | Google Docs | Smartsheet
Use this comprehensive brand audit template to perform an in-depth review of your company’s brand in order to improve its effectiveness. The template includes sections for core brand identity, verbal brand identity, visual brand identity, and brand evaluation analysis, so you can determine — and act on — your brand’s strengths and weaknesses. This dynamic, reusable brand audit template will keep all branding team members in the loop with your brand audit findings and ultimately surface action items for brand improvement.
To find out more about ensuring that your brand is fully optimized, see “Free Brand Brief Templates.”
Brand Audit Example Template
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Microsoft Word | Google Docs | Adobe PDF
The time and effort you put into a brand audit will pay off and will often result in insights about the components of your business that are succeeding or could be improved. First, though, you need to develop a method for performing a deep dive into your brand effectiveness in order to determine how it suits your target audience, its strengths and weaknesses, and steps you need to take to change to increase brand awareness.
This brand audit example template guides you through the crucial steps and includes editable sample text. Fill out the following sections to reacquaint yourself with your company’s core, verbal, and visual identities, and determine how you will measure brand effectiveness:
- Brand Core Identity: Enter details about your company’s purpose, values, competitors, and target audience, as well as how you envision your brand’s optimization and perception in the marketplace.
- Verbal Identity: Enter details about your brand’s personality, tone, tagline, value proposition, and selling points, and evaluate your brand’s messaging.
- Visual Identity: Enter details about your brand’s logo, color pallet, typography, graphical differentiation from competitors, and further brand attributes to evaluate your brand’s visual characteristics and presence in the marketplace.
- Brand Evaluation: Evaluate your brand’s effectiveness, and list any steps you might take to improve it, the key performance indicators (KPIs) you will use to track its success in the marketplace, brand-related earned media value (EMV), customer research to undertake, and main takeaways.
Follow the guidelines of this brand audit example template, which comes with pre-filled sample text, in order to effectively evaluate your brand’s position in the marketplace, address any weaknesses, identify opportunities for improvement, and create a plan for how to strengthen it.
Read our article on value proposition and business positioning statement templates to find additional templates and learn more about optimizing your brand’s value proposition.
Brand Audit Checklist Template
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Microsoft Word | Adobe PDF | Google Docs | Smartsheet
Successfully manage your brand audit with this step-by-step brand audit checklist template. The template offers three primary sections: external branding (how the marketplace views your business), internal branding (how your employees view and “live” your business), and customer experience (how your customers respond to their experience with your business). This exercise will help ensure that you address all components of your brand audit. Additionally, the template includes guidance to help you easily track the crucial elements of your brand and ensure that it effectively represents your organization and the full potential of its offerings.
Brand Audit Report Template
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Microsoft Word | Adobe PDF | Google Docs
This all-inclusive brand audit report template provides an official framework for performing an in-depth brand audit. Similar to the function of an Introduction, Methods, Results and Discussion (IMRaD) report used in systematic research, this template prompts you to write a comprehensive executive summary that acts as an overview of your brand audit, brand audit methodology, audit results, and recommendations based on the auditor's findings. This dynamic brand audit template also includes a competitive positioning matrix, which you can use to perform comparative analyses of your competitors’ brands and identify areas for improvement.
For solutions and resources for ensuring your branding efforts are optimized and “on-brand,” read this article by Smartsheet on “Brand Style Guide Templates.”
Digital Brand Audit Checklist Template
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Microsoft Word | Adobe PDF | Google Docs
Use this dynamic digital brand audit template to ensure that you optimize your digital branding assets to perform optimally and convey the power of your brand. This template prompts you to evaluate the effectiveness of each of your external and internal digital branding efforts, as well as those specifically directed at potential customers. Improve your brand’s advantages in the marketplace with this one-of-a-kind digital brand audit template.
Brand Audit Presentation Sample Template
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Microsoft PowerPoint | Google Slides
Use this presentation-friendly brand audit example template to pinpoint your brand’s strengths and identify opportunities for improvement. The template walks you through all aspects of your organization’s branding, including your brand’s core identity, verbal strengths, and visual characteristics to determine its strengths and weaknesses. This brand audit presentation sample template also helps you measure brand awareness in the marketplace, gauge brand-related referral traffic, and identify which KPIs you will use to assess your brand awareness and brand-related EMV, slide by slide.
For more brand-presentation solutions and resources, read this article by Smartsheet on “Free Brand Presentation Templates.”
Brand Audit Worksheet Template
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Microsoft Word | Adobe PDF | Google Docs
Use this brand audit worksheet template to perform a step-by-step brand assessment to determine your brand’s current effectiveness in the marketplace. The template includes a series of questions, which you will answer to decide whether you need a brand refresh to help you meet your company’s goals and achieve greater success.
To learn more about how to conduct a brand audit and the steps involved, check out this comprehensive brand audit guide.
Brand Audiences Audit Template
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Microsoft Word | Adobe PDF | Google Docs
If there’s a primary make-or-break tenet of branding, it’s “know your audience.” Ask the following questions of your brand:
- Who are your existing customers?
- Who are your potential customers?
- Who is your target audience?
- What are the reasons that some customers might choose to abandon your products or services?
If you are out of touch with your audience, you not only risk a decrease in brand loyalty, but also further alienation of your customers by not understanding why they rely on your products and services (and therefore, how you can better serve them in the future). It goes without saying that this dynamic could eventually lead to a decrease in revenue.
Use this customizable brand audiences audit template to build and future-proof long-lasting customer relationships. The template provides a framework for evaluating the details of your brand’s core identity and your brand messaging, and for measuring your brand’s EMV. The template also encourages you to identify what you want your brand to evoke. Answering the questions in this template to effectively assess all pertinent details for dynamic brand improvement, which will result in new opportunities, higher levels of customer satisfaction and retention, and ultimately, increased revenue.
Brand Audit Questionnaire Template
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Microsoft Word | Adobe PDF | Google Docs
Brand managers, marketers, designers, and other team members can work together to evaluate a brand’s current effectiveness and intended impact with this template. Start by answering questions related to your brand’s core identity (e.g., “What do you hope to achieve with your brand?” or "What's the primary image you want your brand to convey?"), and then those related to external and internal branding. Use this unique brand audit questionnaire template to appraise your brand by revisiting the objectives, target audience, personality, and messaging that you want your brand to embody.
Competitive Brand Audit Template
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Microsoft Word | Adobe PDF | Google Docs
Use this competitive brand audit template to evaluate your competitors’ brands and, in turn, to improve your own. The template includes columns to list your top three competitors’ brands and prompts you to evaluate their brands’ core, verbal, and visual identities. Then follow the prompts to note how you might improve your own brand.
Internal Brand Audit Sample Template
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The most recognized brands are easily distinguished from their competitors. Therefore, your brand should imply to existing and potential customers that you connect with them on an emotional level, and it needs to convey the irresistibility of your value proposition. To determine whether your brand is succeeding in doing so, use this internal brand audit sample template, which includes editable sample text to guide you through the brand audit process. Complete the exercise to ensure that your brand — and all it represents — makes a positive and recognizable impact in the marketplace.
Nonprofit Brand Audit Template
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Microsoft Word | Adobe PDF | Google Docs
Use this template as a framework to assess the effectiveness of your nonprofit’s branding. Describe the qualities of your nonprofit’s core identity, messaging, and visual appeal, so that you have a clear sense of what’s working and what needs improvement. Whether you need to evaluate the needs of your customers or revise your verbal or visual identity, this template will help you gauge the strength of your brand and what you can do to improve it.
Logo Brand Audit Checklist Template
Download Logo Brand Audit Checklist Template
Microsoft Word | Adobe PDF | Google Doc
A brand is the visual embodiment of your organization’s values and promises to your customers — therefore, a lot rides on it. Use this logo brand audit checklist template to evaluate the strength of your logo’s visual identity, including typography, brand colors, brand pattern, images, brand voice, and tagline. The template also walks you through each realm of logo visibility, including presence on websites, emails, print materials, social media, and other materials such as forms, invoices, and contracts. This checklist template is the perfect tool to help ensure that your logo-related presence reflects the vitality of your brand.
Brand Asset Management Audit Template
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Use this brand asset management audit template to take inventory of your existing brand assets and to determine their value and usefulness. Assign unique reference numbers to each individual brand asset (the template includes such categories as Manuals and Guidelines, Logos, Images, Video, Audio, and Miscellaneous Materials). You can also provide a description, location, and details on format, as well as status, owner, creation and last-update dates, and any relevant notes, so that all brand audit team members know each asset’s status. Use this unique catalog to account for all of your brand assets and to make any brand improvement modifications as necessary.
Read our brand asset management article to learn more about the brand asset process, strategies, and systems.
Brand Audit Employee (Internal Feedback) Survey Template
Download Brand Audit Employee Survey Template — Adobe PDF
We’ve created this internal feedback survey so you can quickly poll your colleagues and employees to help you audit your brand. This anonymous survey features questions about the company’s culture, mission, and quality, as well as branded assets, marketing initiatives, and job satisfaction. Use the results to get a look at your brand from the people who work closest to it.
Brand Audit Customer (External Feedback) Survey Template
Download Brand Audit Customer Survey — Adobe PDF
This external feedback survey features short answer questions that you can use to get customer opinions about your brand. Learn how often customers make purchases, why they choose you over the competition, and how they feel when interacting with your brand. Gain insight into where your customers believe you are performing well, as well as how they feel you can do better.
Brand Engagement Metrics Tracker Template
Download Brand Engagement Metrics Tracker — Microsoft Excel
Use this brand engagement metrics tracker template to create visual graphs and charts of your brand engagement metrics over time. We’ve populated the template with a few of the most commonly tracked engagement metrics, but this template is fully customizable so you can use the metrics that make most sense for your organization. Observe trends and identify which of your brand engagement methods is most popular, and see how they correspond with various marketing initiatives.
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