Feeling like your brand is a little… off? Like it’s grown and shifted—but your messaging, audience, or visuals haven’t quite caught up?

That gut check you’re feeling is your sign: it’s time for a brand audit.

A brand audit is your opportunity to step back and intentionally evaluate your business—from the inside out. Whether you’re heading into a new year, launching a new offering, or just sensing some misalignment, this process will help you recalibrate your mission, audience, voice, and visual identity to make sure everything is working together.

Here’s how to lead your own mini brand audit with heart and clarity (you can also listen to the podcast episode HERE!):

1. Begin Your Brand Audit with Your Foundations

Start with the core of who you are. Ask yourself:

• What is our mission—what does our business actually do right now?

• What’s our vision—what kind of world are we helping to create?

• What are our values—and are we truly living them out?

Think back to the past year. What did you say yes to that felt right? What didn’t? Was there an offering that didn’t align with your values, even if your audience asked for it? These questions will guide you in choosing what to keep and what to release in the year ahead.

2. Get Clear on Your Audience

Who are you here to serve—really?

Maybe you’ve always said you work with “small business owners.” But within that, are you most passionate about creatives, e-commerce founders, or retail shops? Do you have a niche within your niche?

If your brand speaks to everyone, it often resonates with no one. Take time to understand how your ideal audience has grown and shifted. The more specific you are, the more powerful your messaging becomes.

3. Use Your Brand Audit to Explore the Competitive Landscape

What’s happening around you? What are other people in your industry doing that sparks something in you?

This isn’t about comparison—it’s about inspiration. How can innovation in your space fuel your own growth? Where do you want to lead, and where do you need to catch up to serve your audience even better?

Seeing competitors as collaborators in innovation will help you grow from a place of curiosity, not scarcity.

4. Prioritize Accessibility

One of the most important (and often missed) parts of a brand audit: accessibility.

Ask yourself:

• Are my videos and Reels captioned?

• Is my website color contrast-friendly and easy to navigate?

• Can people with disabilities fully engage with my content, events, or services?

We will all experience disability—temporary or permanent—at some point. Designing your brand with accessibility in mind is an act of service and leadership.

5. Finish Your Brand Audit with a Visual Consistency Check

Yes, this is the part where we talk visuals—but only after you’ve done the foundational work.

• Are your colors, fonts, and imagery cohesive across platforms?

• Does your website copy still reflect who you are and how you serve?

• Do people walk away from your content, events, or offerings feeling the way you want them to feel?

This is a great time to ask trusted friends or past clients, “Hey—when you interact with my brand, what do you feel? Is it clear? Does it align with who I say I am?”

Consistency isn’t just aesthetic—it’s emotional. It’s how people recognize and trust you.

Ready to Begin?

Doing a brand audit takes courage. It’s easier to stay on autopilot, to just keep going. But taking the time to pause, reflect, and recalibrate can transform not just your business—but your impact.

Remember: your brand isn’t just a logo. It’s your story, your values, your legacy. Let’s make it one that feels just as good on the inside as it looks on the outside. If you need help, we’d love to chat more – reach out to us over at comeplum.com!