Offer and customers
Who the business serves, what customers buy and why they choose you.
Brand audit · step zero
Before investing in a rebrand, let’s audit your brand
Companies sometimes change a logo when the real problem is the offer, or rebuild a website when better copy would be enough. An audit identifies the issue and gives you a practical plan: what to keep, what to improve and where to start. We recommend it as step zero before a rebrand.
Example · Mobipol
Mobipol came to us for a website. The audit found a broader issue.
Mobipol wanted to refresh its website. On its own, the redesign might have looked better but would still have spoken in the manufacturer’s voice. The audit showed that customers could not see Mobipol’s expertise and advice because its messaging relied on the manufacturer’s brand. We started with the identity and messaging, then built the website around them.
“We were seeking a creative executor but found much more.”
Justyna Kruczek-MiljenovićCo-owner of Mobipol
When
When to start with an audit
An audit is the least expensive place to get a decision wrong: on paper, before a new website or thousands of printed packages. It helps you avoid spending on the wrong problem.
- You are not sure whether the issue is your brand, website, offer or sales
- Your sales team has to explain the basics and the website is not helping
- Your brand depends heavily on a manufacturer or founder
- Your materials all look different and no one knows which version is current
- Your team does not agree on what is causing the problem
- You are planning a rebrand and want to know how much really needs to change
Scope
What we review in a brand audit
We work through the whole picture, from what the company sells to what customers see on its website and in its materials.
Competitors
How the companies your customers compare you with present themselves, and how you can stand apart.
Messaging
What you say about the business, and in what order, on your website, in proposals and in sales conversations.
Visual identity
Your identity, colours and typography, and whether they are used consistently.
Website
Whether it guides customers towards contacting you or only describes the company. We review its structure, copy and mobile experience.
Materials and packaging
Proposals, presentations, catalogues, packaging and signage: what supports sales and what gets in the way.
The outcome
After the audit, you get a plan you can act on
- a list of what to keep and what to improve
- priorities: what to do first and what can wait
- risks to understand before making a change
- a recommended next step: a smaller fix, a Pilot, a rebrand, a Partnership or “not yet”
- a meeting to discuss the findings
What it is not
What an audit does not include
- a design concept competition: we present a diagnosis, not a set of designs to choose from
- a brand book: brand guidelines come after the direction is agreed
- a sales pitch: sometimes our recommendation is “not yet”
The process
From first conversation to a plan in four steps
We need a conversation, access to your materials and, if available, sales and website traffic data.
- 01
Conversation and materials
We learn about the business, the reason for the change and your goals. We gather available materials and data.
- 02
Analysis
We review your offer, messaging, identity, website, materials and competitors.
- 03
Findings and priorities
We document what works and what gets in the way, then set priorities.
- 04
Review meeting
We present the findings in a meeting and recommend the next step.
Is the audit paid?
Yes. The first conversation is free; the audit itself is paid work that results in a clear recommendation. We share the cost after our conversation because it depends on the products, markets and materials involved.
How long does an audit take?
It depends on the size of the business and how much material we need to review. We agree on a date to discuss the findings before we begin.
What if a rebrand turns out not to be necessary?
We will tell you. Sometimes the website or offer needs a smaller fix; sometimes the best decision is to revisit the question in a year.
Do we have to work with you after the audit?
No. You can put the recommendations into practice with us or with your own team.
Contact
Let’s find what is getting in the way of your brand
Send us your website and tell us what concerns you. We will reply within two working days and let you know whether an audit makes sense or a short conversation is enough.
Gabi or Piotr will reply personally. Prefer to talk? Give us a call.