---
name: "Brand audit"
repo: https://github.com/arnabbagxd/brand-building-skills
source: https://github.com/arnabbagxd/brand-building-skills/blob/HEAD/skills/brand-audit/SKILL.md
license: "MIT"
install: "npx skills add arnabbagxd/brand-building-skills --skill brand-audit"
page: https://100xlab.com/resources/agent-skills/arnabbagxd-brand-building-skills--brand-audit--4s2ju2
---

# 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:

1. **Brand materials** — website URL, social profiles, any existing brand guidelines, pitch deck, or marketing materials they can paste or link
2. **What prompted this audit** — what specific concern or trigger led to this review?
3. **Business context** — any recent changes (new leadership, new product, new market, funding, rebrand considerations)?
4. **Internal perception** — how does the internal team describe the brand?
5. **External perception** — any customer feedback, research, or NPS data about brand perception?
6. **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

---

## Supporting file: evals/evals.json

```json
{
  "skill_name": "brand-audit",
  "evals": [
    {
      "id": 1,
      "prompt": "Something feels off with our brand. We've been growing but the brand hasn't kept up. Can you help us figure out what's wrong?",
      "expected_output": "Should recognize this as a brand audit situation triggered by 'something feels off'. Should ask for brand materials to review (website, social, guidelines). Should conduct the audit across all 6 dimensions. Should produce a scored scorecard. Should list what's working, what's not working, and prioritized recommendations.",
      "assertions": [
        "Triggers on 'something feels off' phrasing",
        "Requests brand materials before auditing",
        "Audits all 6 dimensions",
        "Produces a scored scorecard",
        "Lists strengths specifically",
        "Lists issues with evidence and impact",
        "Provides prioritized recommendations (immediate, short-term, long-term)"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "our brand feels outdated",
      "expected_output": "Should trigger on casual phrasing. Should ask diagnostic questions to understand whether this is a visual identity problem, positioning problem, or both. Should not assume it's just a logo refresh.",
      "assertions": [
        "Triggers on casual phrasing",
        "Asks diagnostic questions",
        "Does not assume it's purely a visual identity problem",
        "May reference rebranding skill if deeper change is needed"
      ],
      "files": []
    }
  ]
}
```