The Brand Audit Checklist for Professionals and Entrepreneurs

If your brand feels scattered, your audience probably feels it too. A brand audit is how you check whether your message is clear, consistent, and working for you — or whether it’s holding you back.

Done well, a brand audit shines a light on where you’re strong, where you’re unclear, and where your brand might be costing you opportunities.

What Is a Brand Audit?

A brand audit is a structured review of how your brand shows up — from your messaging and visuals to your online presence and value proposition. It ensures your brand aligns with your goals, connects with your audience, and tells a consistent story.

The Brand Audit Checklist

For Professionals:

• Does your LinkedIn headline clearly communicate your expertise?

• Is your resume or online bio consistent with how you introduce yourself in real life?

• Do you have 2–3 signature topics or skills people associate with you?

• Is your personal website (if you have one) current and professional?

For Entrepreneurs:

• Does your website clearly explain who you serve and how?

• Are your social profiles consistent with your brand voice and values?

• Are your visuals (logo, colors, photos) up to date and cohesive?

• Is your value proposition simple, clear, and repeatable?

• Do your marketing materials reflect the same story across every platform?

Signs Your Brand Is “All Over the Place”

• You get inconsistent feedback about what you do or what you’re known for.

• Prospects or colleagues ask, “Wait, what exactly do you do again?”

• Your online presence looks different depending on where someone finds you.

• You struggle to articulate your value proposition in one sentence.

What to Do Next

• Start small: choose 2–3 items from the checklist to improve right away.

• Refresh your LinkedIn headline, update your bio, or simplify your value statement.

• Revisit your website visuals or messaging for consistency.

• Ask for outside perspective — sometimes you’re too close to your own brand to see the gaps.

Closing

A clear, consistent brand is the difference between being overlooked and being chosen. Use this checklist as your starting point to identify what’s working, what’s unclear, and where your brand may need a refresh.

Need help with your brand audit? I work with professionals and entrepreneurs to clarify their expertise, strengthen their presence, and create brands that work for them — not against them.