Brand Consistency Audit: 5 Simple Steps
Brand recognition is not only pretty colours and a logo
To check your brand's visual presence across all platforms
The Shopping Aisle Test: Why Brand Consistency Builds Recognition
Think about how you shop. You scan the shelves looking for familiar brands, the ones you recognise instantly. Occasionally something new catches your eye because it's beautifully designed, and you pick it up to have a closer look.
In a supermarket, you have choice. Every brand is competing for your attention.
Now imagine your ideal client trying to find you online. They see a headshot from 2019 on your website, a completely different image on Instagram and no photo at all on LinkedIn. They're not sure if they're even looking at the same business.
I'm not 100% perfect at this either but I've worked on it, learned why it matters, I've helped my clients fix it and now I'm sharing it with you.
Your brand appears on your website, LinkedIn, Instagram, email signatures, presentation decks, sales materials and probably a dozen other places. But most marketing teams don't ask this question often enough:
Does it look like the same brand everywhere?
Start building a consistent brand
You might be thinking:
“Who cares?”
“Why should we bother with all this?”
“Can't we plonk a few bits together?”
“I have a logo and that is enough.”
You should care – not because inconsistent branding doesn't just look unprofessional, it can erode trust. When your visual identity varies from platform to platform, customers start questioning whether they're dealing with the same company. That uncertainty can cost you credibility and ultimately, conversions and sales.
It is also to show that you do care and have a solid brand in place. Look professional. You could be a corporate or have a funky, bold contemporary brand. It does not matter what your style is. Feel proud of who you work for. If the brand looks good you are more willing to promote it. Also, from a team point of view, everyone is on the same page.
You want people to buy into you. And ultimately, people think you look professional and want to work with you.
For these to work, you want to be seen and should have consistency throughout your brand.
Want the good news? You can audit your brand consistency in under an hour using these five simple steps. Even better? Once you know what to look for, you can fix it.
Before you start, make sure you have:
Internet access – You'll be checking websites, social platforms, and using free tools like Google Fonts and colour pickers
A file storage system ready – Create a folder to save screenshots and document your findings. Google Drive, Dropbox, or a simple folder on your desktop all work fine, just keep it organised
Design software access – Canva or Adobe Express (free versions is fine) so you can review and amend your graphic files as you go
Nothing fancy required. Just give yourself the right setup so you can audit efficiently and actually fix things while you're at it.
Brand guidelines on screen
Steps for brand consistency
Step 1: The Screenshot Test
What to do: Open every platform where your brand appears and take screenshots. Don't skip anything.
Some examples of LinkedIn, Instagram, website, Email signatures, presentation decks, proposals, invoices, Google Business profile. And if you don’t have these - take a note to think about being present there in the future.
Now: Put all screenshots in one document or folder so you can view them side by side.
What you're looking for: Do they look like they belong to the same brand? Or do they look like different companies?
Top tip: think about the feel you are trying to invoke with your customers. A way to do this is to choose 3–5 adjectives that describe how you want your brand to feel (e.g., approachable, premium, innovative, reliable, bold). Write them down in your guide.
Step 2: The Logo Audit
Your logo is the most recognisable element of your brand, which means inconsistency here is the most damaging. If you don’t have a logo. Are you using your name? Is it the same across platforms?
What to do: Document which logo files you should be using and where.
For example using the full-colour logo on light backgrounds, use white logo on dark backgrounds, have an icon version for social profile pictures and your website favicon.
Top tip: If you don't have high-quality logo files in multiple formats (PNG with transparent background, vector files, white version, black version) - try and get them. You'll need them.
Step 3: The Colour Check
Colours trigger emotional responses and aid brand recognition. Using inconsistent colours confuses that recognition.
What to do now: What have you got for yours? Make a note of them and write them down in a document for now.
We are coming to a brand document guidelines and you can store your assets in here.
Top tip: use coolors for colour palettes*. Upgrade to pro if you save palettes or want more options, like contrast and accessibility checkers.
Step 4: The Typography Audit
Fonts communicate personality. Inconsistent typography dilutes your brand voice before anyone reads a word. Are you using fonts that don’t suit your company. Refer to the words I asked you to use to describe your company.
Top tip: There are lots of typefaces/fonts out there. Also a lot of free fonts you can access from Google fonts, Adobe fonts and Canva.But be aware that you may have to pay for a licences if you use them else where such as your website. Do check before you download and apply to your brand.
Step 5: The Image Style Assessment
Images can make up the bulk of your visual presence, especially on social media and websites. Inconsistent image styles fragment your brand identity.
What to do now: Check how you are showing up. Take screenshots. Are you over using stock photography that does not tie in with your brand? Do you have your own brand photos that are easily accessible if you have to share them? Here you could create folders:
Personal company brand photos
Social media images
Website images
Brand assets
Top tips: Large file sizes can slow things down while they load - also its taking up space on a severs somewhere (lets think of the planet). Images that are a large file size can be compressed using TinyPNG.com
Naming your files: Don’t keep your file names as ‘346935_DSC’ - give it a file name that relates back to your business that is recognisable i.e. Angela_Lyons_Brand_Creative Consultant’. This is especially important if it to be used for your website, as it adds to your SEO (Search Engine Optimization).
How to make sure your brand is consistent - a trusty checklist
Once things are in place, create:
A checklist of the above 5 points
A brand guideline document - don’t worry it won’t be 500 pages – 3-5 pages starting out is enough, you can create one in Adobe Express or Canva to have to hand and refer to
Folders to keep assets logos photo
How do I show up in Lyons Creative?
Here's a funny story about my brand… in fact 2!
First off when I started my business I had my logo in plain black Font Lato: LYONS CREATIVE.
Hardly creative - especially as I'm selling branding as a service. But you know what. I shared what I was creating for clients and I got by for a few years.
I noticed after I developed my brand - more people got in touch to work with me. Some even said it was based on my brand being a cross of playful and corporate!
Second, I had images around where I show up and they were inconsistent. Check out what I had on various profiles. Very professional!
I took the time to brand my business properly. I chose fonts that felt right, colours that represented my energy, a logo that made me proud. I invested in professional photography, created templates, set up brand guidelines, all the things you're supposed to do when you take your business seriously. I also trademarked my business name.
Overall, you want consistency in showing up with your brand online
You want to look professional. You may want potential clients to know you are a business, this applies to a company of one and a company of 100 plus employees. You want to have a personal brand that they can relate to too. I have recorded a podcast episode here for more tips on this here.
Also, with consistency, people will think - think they look professional and will believe in you. If it's all a mismatch, they may think you are not serious about your company.
Potential clients who may come across you for the first time will see that you are professional. People who know you start to recognise your brand. If it is consistent, it becomes memorable. People start remembering you.
And this can be seen across:
Brochures
Reports
Word/Google documents. Add your logo to the header or footer.
Social media
Your website
Email footers
Podcasts
Business cards - print and digital.
Media pack
PR pack
Media Pack - link your brand assets to a Google Drive or Dropbox where people can easily download/share, i.e. if you are asked on a podcast. Have your bio and images ready to send over.
PR Pack - They are great to send out to PR companies, newspapers or any where you might want to gain publicity. Here you can really tell them about you, but again make sure all your collateral matches up and has your branding in place.
Need help auditing your brand or fixing inconsistencies?
I work with marketing teams and ensure brand consistency across every platform and touchpoint. Whether you need a one-time brand audit or ongoing design support, let's talk.
If you want first-hand support, the guides and checklist to help your companies brand. I’m hosting a workshop at the Freelancer Magazine Masterclass in March 2026: Creating a Memorable Brand Across all Platforms. You can join* us here!
