# DIY Brand Audit Checklist

> The 50-point assessment our team runs during Brand MOTs. Now you can run it yourself and find out if your brand needs a rebuild, a refresh, or just tightening up.

Before you spend £30k on a rebrand, make sure you actually need one. Half the businesses that come to us for a rebrand don't need new visuals — they need clearer positioning. The other half have decent positioning but their brand looks like it was designed in 2016.

This is the same checklist our team uses during Brand MOTs. Work through it honestly.

**Section 1: Positioning (10 Questions)**

Can you explain what you do in one sentence? Do your clients describe you the same way you describe yourself? Is your category clear? Would a stranger know exactly who your product is for? Does your positioning differentiate you from the top 3 competitors? When clients choose you, what reason do they give? Is that reason on your homepage? Is your pricing aligned with your positioning? Does your market know the category you compete in?

**Section 2: Visual Identity (10 Questions)**

Is your logo clean at 16px and 160px? Do you have a defined colour palette that's consistently applied? Is your typography system coherent across web, print, and social? Do your brand visuals feel contemporary or dated? Would someone recognise your brand from a social post without seeing your name? Are your templates (decks, proposals, emails) branded consistently? Does your visual identity match your price point?

**Section 3: Messaging (10 Questions)**

Does your headline pass the 'so what?' test? Is your website copy written for your buyer or for you? Do you lead with outcomes or features? Is your tone of voice documented? Does every page on your website have a clear next step? Would your sales team describe your offering the same way your website does?

**Section 4: Digital Presence (10 Questions)**

Does your website load in under 3 seconds? Is it mobile-optimised? Do you rank for any commercial-intent keywords? Is your Google Business profile updated? Are your social profiles consistent with your website brand?

**Section 5: Competitive Position (10 Questions)**

Could someone swap your brand name for a competitor's on your website and it would still make sense? If yes, you have a positioning problem. Does your visual identity look premium relative to your competitors? Is your content more specific and useful than theirs?

**Scoring:** Under 25 = rebuild. 25-35 = strategic refresh. 35-45 = tighten execution. 45+ = you're in strong shape.

Canonical: https://potentpositioning.com/resources/brand-audit-checklist