BRAND AUDIT FOR COMPANIES
See clearly what works, what doesn’t and what is worth changing before you invest in design.
What a brand audit is, and what you get
A brand audit shows how your brand is seen today, compared with how you want it to be seen. It is not an opinion about taste. It is an analysis of what works and what costs you: materials that look different on every channel, messages that contradict each other, elements customers no longer recognise. The audit comes before any investment in design, so the money goes where it matters.
What we analyse:
- the visual identity across every touchpoint: logo, colours, typography, imagery;
- messaging and tone of voice: what the brand promises and how it says it;
- the website, social media and how you show up on Google;
- packaging, proposals and sales materials;
- competitors and category conventions: where you look like everyone else and where you can stand out;
- the inside view: a brief-style questionnaire, completed by you and your team, on how you see the brand and how it should be seen.
What you get at the end:
- an inventory of every brand material, gathered in one place;
- a map of competitors and category conventions;
- a list of gaps between what the brand promises and what people actually see;
- what we keep, what we fix and what we remove;
- a recommendation for the next step: no change, a refresh or a rebrand;
- an action plan with priorities, ordered by impact and effort.
What real audits uncovered. For Pelind, a family-run DIY retailer with 22 years in business, the audit led to three conclusions: there was no assumed positioning, the brand was asking itself “where and what are we after 22 years?”, and the market expected professional authority. For Bran Castle, the external audit showed that the name “Dracula” was being interpreted through countless fonts and logos, with no single recognisable form. Both findings shaped the new brand strategy.
If you want to start on your own, we have a 5-minute brand audit checklist. The mistakes we find most often are in 10 branding mistakes in 2026.
When you need an audit, timelines and costs
Signs you need a brand audit:
- you are considering a rebrand and want to know what is worth keeping;
- the company has grown, merged or now has several brands with no shared rules;
- your materials look different from one channel to the next;
- you are entering a new market or speaking to a new audience;
- you have a new marketing team that needs a clear starting point;
- you want to change your packaging and don’t know what shoppers recognise on the shelf.
An audit does not automatically lead to a rebrand. Sometimes the conclusion is that the brand is good and simply needs to be used consistently, with clear rules. That is the best news you can get, and it costs the least. Other times, a refresh or a rebrand is the only way forward. The audit tells you which case applies, based on evidence, not impressions.
How long it takes. Usually 2 to 4 weeks, depending on the number of channels, materials and markets we analyse. We start with the brief-style questionnaire and a conversation with your team, then work on your real materials. We work in English, remotely or in Bucharest.
How much it costs. The price depends on the size of the brand: how many channels and materials we analyse, how many products or sub-brands there are, and how many markets you sell in. For an accurate estimate, write to us with a few lines about your company.
Why BroHouse. Every rebrand we run starts with an audit, so we know which findings actually matter for the design that follows. Projects are led directly by the founders. The audit is carried out by the same people who then build the visual identity and the packaging, so the recommendations are practical, not theoretical.
OUR BRAND AUDIT PROCESS
You can't fix a brand you don't see clearly.
Inventory
We gather everything the brand is today, across every channel.
Market and competitors
We see where you stand and who else sounds like you.
Perception
The brief-style questionnaire shows how you see yourselves and how you want to be seen.
Diagnosis
We decide what to keep, what to fix and what to remove.
Action plan
Clear priorities and a recommendation for the next step.
Frequently asked questions about brand audits
What is a brand audit?
It is an analysis of how your brand is perceived today, compared with how you want it to be perceived. It covers the visual identity, messaging, online presence, sales materials and competitors.
What do I get at the end of the audit?
An inventory of your brand materials, a competitor map, a list of gaps between promise and reality, what to keep, fix and remove, a recommendation for the next step and an action plan with priorities.
How much does a brand audit cost?
It depends on the size of the brand: how many channels and materials we analyse, how many products or sub-brands there are and how many markets you sell in. We send an estimate after a short conversation.
How long does a brand audit take?
Usually 2 to 4 weeks, depending on the number of channels, materials and markets we analyse.
When do I need a brand audit?
Before a rebrand, after growth or a merger, when your materials look different from one channel to the next, when you enter a new market or when you want to change your packaging.
Does an audit always lead to a rebrand?
No. Sometimes the conclusion is that the brand is good and simply needs to be used consistently. Sometimes a refresh is enough. A full rebrand is recommended only when the audit shows that the positioning or identity no longer works.
What is the difference between an audit and a rebrand?
The audit shows what needs to change and why. The rebrand makes the change. A rebrand without an audit risks removing exactly the elements customers recognise.
What do I need to prepare for the audit?
A brief-style questionnaire, completed together with your team, and the brand materials you use today: logo, packaging, presentations, proposals, and access to your website and social media.
Do you audit small companies too?
Yes. For a small company the audit is shorter and simpler, but just as useful: it shows what is worth fixing before you spend money on design.
Who carries out the audit?
The BroHouse founders, the same people who then build the visual identity and packaging. That is why the recommendations can be applied directly in design.