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). The more honest, thoughtful, specific, and detailed your answers, the better equipped we’ll be to understand and optimize your brand.

TIP: This questionnaire does not include a save option. You can consider answering the questions in a Word Document, and then copying and pasting the answers into the questionnaire.


Please provide as much detail as possible about each client type you serve. What are the demographics and lifestyle characteristics? What is a day in their life like?
Why does your organization exist? What are you here to do?
What is your organization’s vision for how the world will be improved as a result of the work you are doing?
What are the words that represent the values your organization embodies, lives by, and behaves to?
Your brand story is the journey of how your company got to where it is today. This story describes the events and inspirations that led to launching your business and how these drive your company’s mission today.
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 product or service to your target clients, or otherwise competes for your client’s attention and engagement?
What current attributes position your organization to excel at its mission? Such as: brand perception/reputation, financial reserves, revenue sources, staff and board talent, market share, innovation, unique value proposition, 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, unique value proposition 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/customers perceive your organization’s current brand? What does it signify to them? Do they have a negative or positive association with it (or both), and why?
How should your clients feel about your organization’s brand? What unique value proposition, character, and personality should they associate with your brand? Unique Value Proposition: What you provide, in a way and form that no other provider can? Character: What are your organizations’s values, ethics, morals, and standards of conduct? Personality: What are your organization’s emotional characteristics and social traits?
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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