Does the market see the frame you think you have?
A useful brand audit is not a logo inventory. It checks whether the site, sales deck, and outbound all tell the same positioning story — and whether that story matches how buyers already talk. Use it before a reposition, not as a design refresh excuse.
Homepage promise, category language, alternative named or implied, proof on the page, persona coverage, and whether sales uses a different story.
| Check | Fail looks like |
|---|---|
| Category is named | “AI platform” in the hero |
| Alternative is implied | No “unlike” anywhere |
| Proof is specific | “Trusted by teams” |
| Sales matches site | AE opens with a different aisle |
The how-to is /blog/how-to-conduct-a-brand-audit. This page is the checklist artifact.