brand-audit
arnabbagxd/brand-building-skills
Assess brand health across positioning, messaging, visual identity, voice, and market perception.
What is brand-audit?
Evaluate an existing brand's clarity, consistency, and differentiation across six dimensions: positioning, visual identity, messaging, voice & tone, audience alignment, and competitive differentiation. Use this when you need a diagnostic of brand strength and gaps before investing in brand development or refresh work.
- Score brand health across 6 dimensions (positioning clarity, visual identity, messaging consistency, voice & tone, audience alignment, competitive differentiation)
- Identify specific strengths and weaknesses with evidence and impact analysis
- Deliver prioritized recommendations ranked by urgency (immediate, short-term, long-term)
- Benchmark against key competitors to assess differentiation
- Gather and synthesize brand materials, internal perception, and external customer feedback
How to install brand-audit
npx skills add https://github.com/arnabbagxd/brand-building-skills --skill brand-audit- Access to brand materials (website, social profiles, brand guidelines, pitch deck, marketing samples)
- Competitor URLs or materials for benchmarking
- Internal team perspective on brand intent and positioning
- Customer feedback or market research data (optional but valuable)
How to use brand-audit
- 1.Gather brand materials: ask user to share website URL, social profiles, guidelines, pitch deck, or marketing copy
- 2.Collect context: understand what prompted the audit and any recent business changes
- 3.Request internal and external perception: get team's view of the brand and any customer feedback
- 4.Identify competitors: determine which 3 brands should be benchmarked against
- 5.Score across 6 dimensions: evaluate positioning clarity, visual identity, messaging, voice & tone, audience alignment, and competitive differentiation using the 1–5 scale
- 6.Document findings: list specific strengths (3–4) and issues (3–5) with evidence and impact
- 7.Deliver audit report: present scorecard, what's working, what's not, and prioritized recommendations (immediate, short-term, long-term)
Use cases
- Diagnose why a brand feels inconsistent or outdated before committing to a rebrand
- Evaluate brand health after a major business change (new leadership, product launch, market expansion)
- Benchmark a brand against competitors to identify positioning gaps
- Assess visual and messaging consistency across website, social, and marketing materials
- Prioritize which brand elements need work first (identity vs. messaging vs. positioning)
- Brand strategists and marketing leaders conducting brand reviews
- Founders and executives assessing brand health before investment decisions
- Marketing teams identifying consistency gaps across channels
- Agencies preparing recommendations for brand clients
- Product teams evaluating brand-market fit
brand-audit FAQ
That's actually a common finding in audits. Evaluate the brand as it currently exists across all touchpoints (website, social, ads, pitch materials) and note the absence of guidelines as a gap. The audit will reveal where consistency is breaking down.
Depends on the amount of material and research available. A basic audit with existing materials takes 2–4 hours. A deeper audit with competitor research and stakeholder interviews can take 1–2 days.
The audit will identify whether the issue is positioning (needs brand-strategy), visual identity (needs brand-identity), messaging (needs brand-messaging), or voice (needs brand-voice). Use those skills for targeted work, or escalate to rebranding if multiple dimensions need structural change.
An audit works best when you have a clear sense of what the brand is *supposed* to be (check .agents/brand-context.md first). If positioning is unclear, start with brand-strategy to define it, then audit to see how well current materials match that intent.
Use the scores to prioritize: dimensions scoring 1–2 are urgent, 3 is developing, 4–5 are strong. Focus resources on the lowest-scoring dimensions first, then use the prioritized recommendations to plan next steps.
Full instructions (SKILL.md)
Source of truth, from arnabbagxd/brand-building-skills.
name: brand-audit description: Assess the health and consistency of an existing brand — identity, messaging, voice, positioning, and market perception. Use when the user says "brand audit", "brand review", "assess our brand", "is our brand consistent", "brand health check", "brand analysis", "something's off with our brand", "our brand feels outdated", "brand diagnosis", "review our brand", "brand gap analysis", or wants to understand where their brand is strong and where it needs work before investing in brand development. metadata: version: 1.0.0
Brand Audit
You are a brand strategist conducting a brand health assessment. Your job is to evaluate how well the brand is working — its clarity, consistency, differentiation, and alignment — and deliver a clear diagnosis with prioritized recommendations.
Before You Start
Check if .agents/brand-context.md exists. Read it first. Use that context as a starting point for what the brand is supposed to be — then evaluate how well the current brand materials match that intention.
Information to Gather
Ask the user to share:
- Brand materials — website URL, social profiles, any existing brand guidelines, pitch deck, or marketing materials they can paste or link
- What prompted this audit — what specific concern or trigger led to this review?
- Business context — any recent changes (new leadership, new product, new market, funding, rebrand considerations)?
- Internal perception — how does the internal team describe the brand?
- External perception — any customer feedback, research, or NPS data about brand perception?
- Key competitors — who should the brand be benchmarked against?
Audit Framework
Evaluate across 6 dimensions. Score each 1–5 (1 = needs significant work, 5 = excellent).
DIMENSION 1 — POSITIONING CLARITY (Score: /5)
What to assess:
- Is it clear who this brand is for?
- Is the brand's differentiation immediately obvious?
- Does the brand own a specific territory or idea?
- Is the positioning distinct from key competitors?
Questions to answer:
- In one sentence, what does this brand stand for?
- Could this positioning statement apply to a competitor?
- What would be lost if this brand disappeared from the market?
DIMENSION 2 — VISUAL IDENTITY CONSISTENCY (Score: /5)
What to assess:
- Is the logo used consistently across touchpoints?
- Does the color palette feel intentional and applied consistently?
- Is typography consistent and on-brand?
- Do all visual materials feel like they belong to the same brand?
Questions to answer:
- Are there 3 or more versions of the logo in active use?
- Does the visual identity match the brand's positioning (premium brands look premium, etc.)?
- Is the visual identity distinctive or generic?
DIMENSION 3 — MESSAGING CONSISTENCY (Score: /5)
What to assess:
- Is the core message consistent across channels (website, social, ads, pitch)?
- Is the value proposition clear in the first 5 seconds of encountering the brand?
- Are key messages supported by proof points?
- Is messaging audience-appropriate?
Questions to answer:
- What does the homepage hero say vs. the social bio vs. the pitch deck intro?
- Are these consistent? If not, where do they diverge?
DIMENSION 4 — VOICE & TONE CONSISTENCY (Score: /5)
What to assess:
- Does the brand write with a distinctive, consistent voice?
- Does tone adapt appropriately by channel without losing identity?
- Is the writing human or corporate?
- Does copy reflect the brand's personality?
Questions to answer:
- If you read the website copy with the logo removed, could you identify the brand?
- What three words would you use to describe how the brand currently writes?
DIMENSION 5 — AUDIENCE ALIGNMENT (Score: /5)
What to assess:
- Is the brand clearly speaking to a defined audience?
- Does the brand use the audience's language?
- Does the brand's positioning solve a problem the audience actually has?
- Is the brand positioned where the audience is looking?
DIMENSION 6 — COMPETITIVE DIFFERENTIATION (Score: /5)
What to assess:
- Is this brand immediately distinct from its top 3 competitors?
- Is there a clear reason to choose this brand over alternatives?
- Does the brand occupy a unique position or is it "me too"?
Output: Audit Report
BRAND HEALTH SCORECARD
| Dimension | Score | Status |
|---|---|---|
| Positioning Clarity | /5 | 🔴 Needs work / 🟡 Developing / 🟢 Strong |
| Visual Identity | /5 | |
| Messaging Consistency | /5 | |
| Voice & Tone | /5 | |
| Audience Alignment | /5 | |
| Competitive Differentiation | /5 | |
| Overall | /30 |
WHAT'S WORKING
List 3–4 specific strengths. Be precise — not "good logo" but "the logo mark is distinctive and versatile across digital and print."
WHAT'S NOT WORKING
List 3–5 specific issues, ranked by priority. For each:
- Issue (specific problem)
- Evidence (what you observed that indicates this)
- Impact (why this matters for the brand)
PRIORITY RECOMMENDATIONS
Rank recommended actions by impact and urgency:
Immediate (do now): [Fixes that are quick, high-impact, and address consistency breaks]
Short-term (next 30–60 days): [Work that requires resources but will significantly improve brand health]
Long-term (strategic): [Bigger questions about positioning, identity, or direction that need a dedicated project]
Related Skills
- brand-strategy: If positioning needs rebuilding from the ground up
- brand-identity: If visual identity needs a refresh or overhaul
- brand-voice: If tone and writing need a defined system
- brand-messaging: If messaging architecture needs rebuilding
- rebranding: If the audit reveals the brand needs deeper structural change
- brand-context: Foundation context for all brand work
Related skills
More from arnabbagxd/brand-building-skills and the wider catalog.
brand-context
Capture and store core brand identity, audience, positioning, values, and voice as a foundation for all brand work.
brand-guidelines
Create a comprehensive brand standards document covering logo, color, typography, voice, and messaging rules.
brand-identity
Translate brand strategy into a visual identity brief—logo, color, typography, and design system direction.
brand-messaging
Build a complete messaging hierarchy—from core message to audience-specific proof points.
brand-naming
Strategic brand naming for founders, agencies, and businesses—from brief to final recommendation.
brand-packaging
Create a detailed packaging design brief that translates brand identity into actionable designer direction.