Brand Audit Scorecard
Score brand clarity, consistency and differentiation across every channel that carries it.
Rate each statement from 0 (absent) to 4 (optimised). Ten statements, five dimensions. The dashboard converts them into a brand health score, RAG by dimension, and where the brand is leaking value.
Positioning & promise
Whether the brand stands for one clear, defensible thing.
Your positioning is sharp and singular - a promise you could defend in one sentence.
Everyone internally describes what you do, and who for, in the same way.
Visual consistency
Whether the brand looks like itself everywhere.
Logo, colour, type and imagery are applied consistently across every touchpoint.
A living brand guideline exists and is actually used by the people making assets.
Messaging & voice
Whether messages cascade from a promise in a recognisable voice.
Core messages cascade from a clear promise to proof points, not a list of features.
Tone of voice is defined and recognisable across channels.
Channel coverage
Whether the brand shows up coherently on every channel.
The brand shows up consistently on every channel that carries it - web, social, sales, product.
Each channel has a clear owner accountable for on-brand output.
Differentiation
Whether the brand is distinct from the alternatives.
You can name what makes you different from the top alternatives - and customers would agree.
Your category language is distinct, not interchangeable with competitors.
The brand is unclear or inconsistent enough to cost you recognition and trust. Treat positioning and consistency as the first priority.
0 of 10 answered · benchmark 75%
The full edition inside encra saves every run, generates a prioritised AI improvement plan, and exports a formatted Excel workbook.
Full edition: /t/brand-audit-scorecard