BRAND AUDIT REPORT TEMPLATE
BRAND AUDIT REPORT
Writer name, Title
COMPANY NAME
Street Address
City, State and Zip
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BRAND AUDIT REPORT TABLE OF CONTENTS
Table of Contents
BRAND AUDIT REPORT TEMPLATE ................................................................................. 1
EXECUTIVE SUMMARY ................................................................................................... 3
BRAND INVENTORY ....................................................................................................... 3
COMPETITIVE POSITIONING MATRIX ............................................................................ 4
BRAND-AUDIT RESULTS .................................................................................................. 5
BRAND-AUDIT RECOMMENDATIONS ........................................................................... 6
EXECUTIVE SUMMARY
Provide an executive summary (overview of your brand-audit research) here. Your executive summary should be a brief
“snapshot” of your findings, indicating the brand-audit analysis you performed, the conclusions you’ve drawn, and
recommended course of action for your brand.
An executive summary provides an overview of a larger document or research and is usually the first thing your reader will
see... Executive summaries will analyze a problem, drawn conclusions, and recommend a course of action for your brand in
a comprehensive, but brief, synopsis.
Good questions to answer for your brand-audit Executive Summary are:
● What was the goal of this brand-audit report?
● What is the goal of this brand-audit report?
Note: Executive Summaries are typically 1-4 pages.
BRAND INVENTORY
List your brand visuals and brand-messaging collateral, for easy reference for your reader.
BRAND VISUALS
[Brand visual collateral 1]
[Brand visual collateral 2]
[Brand visual collateral 3]
[Brand visual collateral 4]
[Brand visual collateral 5]
[Brand visual collateral 6]
BRAND MESSAGING
[Brand messaging collateral 1]
[Brand messaging collateral 2]
[Brand messaging collateral 3]
[Brand messaging collateral 4]
[Brand messaging collateral 5]
[Brand messaging collateral 6]
COMPETITIVE POSITIONING MATRIX
Evaluate your competitors’ brands by entering the following evaluative details.
COMPETITOR COMPETITOR COMPETITOR
PRODUCT BRANDS YOUR BRAND
BRAND 1 BRAND 2 BRAND 3
Brand Name
Points
Points of Difference
Who is the competitor’s
“target market”?
How effective is the
competitor at reaching
their target audience
through their branding?
What does the
competitor’s brand
evoke in the
marketplace?
What values does the
competitor seem to
convey through their
brand?
What is the primary
image conveyed by the
competitor’s brand?
What distinguishes the
competitor’s brand from
their competition?
On a scale of 1–10 (“1”
being “not very effective”
and “10” being “highly
effective”), how would
you rate the
effectiveness of the core
offerings of your
competitor’s brand?
BRAND AUDIT METHODOLOGY
Describe your brand-audit process, including all of your brand-audit actions and why you performed them. (As the brand auditor, this
section helps establish your credibility with your audience.)
BRAND-AUDIT RESULTS
Inform your reader what you discovered from your brand audit. (This is a good section to provide tables or other visuals to
help illustrate your findings.)
BRAND-AUDIT RECOMMENDATIONS
Explain further the results you discovered through the brand audit, and what the implications are. Relate the results to
problems or concerns that you mentioned in your Executive Summary or Results sections, and make brand-improvement
recommendations.
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