Let’s Build Your Brand

Brand Audit Form

Your Brand Audit is a strategic review of your organization’s mission, offerings, target market, strengths and weaknesses, competition, market environment, and client perception. Your answers to the following questions will help us build the brand and messaging that will most strongly resonate with your target client(s).

Please answer the following questions from your personal perspective, in your own words. The more honest, thoughtful, specific, and detailed your answers, the better equipped we’ll be to understand and optimize your brand.


Please provide as much detail as possible about each client type you serve.
In your own words, why does your organization exist?
In your own words, what do you believe is your organization’s vision for how the world will be as a result of the work you are doing?
Please be as detailed as possible about the services you provide, and the end benefits of those services to your clients, for each client type you serve.
Who provides a similar service to your target clients? What makes your organization unique? Where is your organization stronger and where is it weaker than your competition? What unique value do you bring to the world – i.e. what can you offer that nobody else can?
What attributes position your organization to accomplish its mission? Such as: brand perception/reputation, financial reserves, revenue sources, staff and board talent, reputation, market share, innovation, intellectual property, marketing effectiveness, quality of service delivery, partnerships and alliances, etc.
In what areas is your organization lacking? Such as: brand perception/reputation, financial reserves, revenue sources, staff and board talent, market share, innovation, intellectual property, marketing effectiveness, quality of service delivery, partnerships and alliances, etc.
Such as: new partnerships and alliances, new revenue sources, technology, process improvement, social trends, political trends, economic trends, new markets, new client types, new client needs, competition leaving the market, etc.
Such as: loss of current partnerships and alliances, loss of funding, technology changes, social trends, political trends, economic trends, new markets, new competition, decreasing relevance, etc.
How do your clients perceive your organization’s brand? What does it signify to them? Do they have a negative or positive association with it (or both), and why?
How do your clients perceive your organization’s brand? What does it signify to them? Do they have a negative or positive association with it (or both), and why?
If you had to describe what your organization’s brand stands for in just three words, which would you choose? Examples: Volvo — Safe, European, Family. Tesla — Clean, Electric, Cars. Starbucks — Gourmet, Welcoming, Meeting. Apple — Cool, Simple, Beautiful. Coca Cola: Refreshing, Classic, Happy. Red Cross — Relief, Global, Emergency.
If you had to describe what your organization’s brand stands for in just one word, the one idea that your brand will OWN in the marketplace, which would you choose? Examples: Volvo — Safety. Tesla — Electric. Starbucks — Coffee. Apple — Design. Coca Cola: Refreshing. Red Cross — Emergency.

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