Why it matters
Brands drift: materials multiply, messages mutate, and the inside view diverges from what buyers encounter. An audit replaces "we probably need a rebrand" with evidence, often revealing that consistency, not reinvention, is the real project.
How it works
Collect every touchpoint (site, decks, socials, proposals, signage); compare against the intended positioning and identity; gather the outside view (client interviews, reviews, how AI describes you); score consistency and clarity. The output is a gap list ranked by impact, not a moodboard.
What to do about it
Run the lightweight version yourself twice a year: ten touchpoints on one wall, plus five customers asked "how would you describe us?" The gaps you find fund the roadmap, and keep the expensive rebrand grounded, or unnecessary.