Brand Identity Audit

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EVALUATE YOUR VISUAL IDENTITY

20 questions · 5 minutes · Score out of 100

This questionnaire covers all components of your brand identity: visual identity, communication materials, digital presence and positioning. Answer honestly to get an accurate diagnosis and recommendations tailored to your situation.

0 / 20 questions

Visual Identity

Logo, brand guidelines & consistency — 8 questions

Q1 How professional is your current logo?

I have no logo or I use a generic/clipart logo

My logo was created with an online tool (Canva, Wix Logo Maker, etc.)

My logo was designed by a professional but is starting to look dated or no longer represents me well

My logo was created by a graphic designer, it is modern, original and reflects my business

Q2 What logo file formats do you have?

Only a low-resolution JPEG or PNG file

Good quality PNGs but no vector file

Vector files (SVG, AI, EPS) provided by my graphic designer

A complete library: vector, HD PNG, light and dark background versions

Q3 Is your logo versatile (usable in all contexts)?

My logo only works on a white background or doesn't work in black and white

My logo works in colour but is difficult to use on dark backgrounds

My logo works in colour and in a monochrome version

My logo exists in multiple variants adapted to all usage contexts

Q4 Is your logo memorable and distinctive in your sector?

My logo looks like many others in my industry

My logo is fine but not very distinctive — it's not easily remembered

My logo is recognisable and relatively unique in my field

My logo is immediately identifiable, memorable and highly original

Q5 Do you have a brand style guide?

No, I don't have a brand style guide

I have some informal notes on my preferred colours and fonts

I have a partial guide covering main colours and typefaces

I have a complete, documented brand guide that I share with my suppliers

Q6 Are your colours consistent across all your materials?

My colours vary significantly from one material to another

I try to be consistent but without precise colour codes (hex, CMYK, Pantone)

My colours are defined with precise codes and are mostly well respected

My colours are rigorously identical across all my materials, print and digital

Q7 Is your typography usage consistent and controlled?

I use random fonts depending on the material and occasion

I often use the same fonts but without precise rules for usage

I have defined 1–2 primary typefaces with their respective uses

I have a complete type system with hierarchy and documented usage rules

Q8 What is the overall consistency of your visual identity across all your touchpoints?

My visual identity clearly lacks consistency — each material looks different

My consistency is partial: some materials are well done, others are not

My consistency is good across the majority of my communication materials

My visual identity is perfectly consistent across all my touchpoints

Communication & Digital Presence

Print materials, website & social media — 7 questions

Q9 Do your business cards and print materials reflect your brand identity?

I don't have business cards or my materials don't exist

My business card is basic, printed from an online site with no real design

My materials are decent but not very consistent with my overall visual identity

My print materials are polished and perfectly reflect my brand identity

Q10 Do you have a professional, on-brand email signature?

No, I use the default signature from my email client

I have a simple text signature with no logo or particular formatting

I have a signature with logo and contact details but no real graphic design

I have a designed email signature, consistent with my visual identity and colours

Q11 Do you have a professional website?

No, I don't have a website

I have a page on a site builder like Wix or an uncustomised template

I have a decent site but it lacks personalisation and modernity

I have a professional site that fully reflects my brand identity

Q12 How would you rate your website's user experience (UX)?

My site is difficult to navigate, confusing or hard to read

My site is functional but not very pleasant or engaging to use

My site offers a good experience and the information is well structured

My site is exemplary: intuitive navigation, polished design, clear calls to action

Q13 Is your site optimised for mobile and fast loading?

My site doesn't display correctly on mobile or is very slow

My site is partially mobile-adapted with some display issues

My site is responsive and relatively fast but could still be optimised

My site is perfectly adapted to all devices and loads very quickly

Q14 What is your presence and regularity on social media?

I'm absent from social media or my accounts are abandoned

I'm present but post rarely and without a defined editorial line

I'm active on the relevant networks for my sector with reasonable regularity

My social media presence is consistent, regular and generates engagement

Q15 Are your profiles and social content visually consistent with your brand identity?

My social profiles don't reflect my brand identity at all

My profiles have the right logo but my posts lack visual consistency

My profiles are well built and my posts mostly respect my identity

My profiles and posts are impeccable and uniformly consistent with my brand guidelines

Positioning & Brand Message

Differentiation, values & perception — 5 questions

Q16 Is your positioning clearly defined and perceptible by your clients?

I don't have a clearly defined positioning

My positioning exists in my head but is vague or poorly expressed

My positioning is defined but not always visible in my communication

My positioning is clear, precise and immediately perceptible at every touchpoint

Q17 Is your message consistent across all your communication channels?

My message varies significantly depending on the material and context

My message is broadly consistent but has notable variations

My message is consistent across most of my communication materials

My message is identical and impactful across all my communication channels

Q18 Do you clearly differentiate yourself from competitors in your visual and verbal communication?

I don't or barely differentiate myself from my competitors — we all look the same

My differentiation exists but is not clearly expressed in my communication

I differentiate on certain aspects and this is felt in my communication

My differentiation is strong, clearly stated and valued throughout my communication

Q19 Are your brand values and personality perceptible in your visual identity?

My values are not defined or don't come through at all in my image

My values exist but are barely perceptible in my visual identity

My values are defined and partially expressed in my communication

My values are strong, authentic and clearly perceived through my identity

Q20 Overall, does the image you project match your professional ambitions?

No, my image clearly harms my credibility and drives prospects away

My image is fine but lacks strong impact — it doesn't set me apart

My image is good and inspires confidence in my prospects and clients

My brand image is excellent and fully reflects my ambitions and values

Your Brand Identity Diagnosis

Personalised results & recommendations

YOUR BRAND IDENTITY SCORE

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