A brand audit is a comprehensive review of a company's branding strategies, messaging, visual identity, and marketing materials to identify inconsistencies and areas for improvement. It involves analysing the company's existing content and identifying gaps in its branding, and then creating a business map to align the brand with its intended audience. The result of a brand audit is a set of guidelines that provides clarity and consistency on how the brand should be presented across all touchpoints.

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Steps include:

1. Creating a business/customer journey map
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2. Identifying trends in existing marketing content
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3. Producing a SWAT analysis
   Analyse the strengths, weaknesses, opportunities and threats within the existing customer journey and brand.

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Brand audits are usually completed as a foundation for a brand refresh or complete rebrand, however the can also be completed on their own as a way of bringing alignment to brand assets.