The Brand Psychology Audit Template

A brand audit is not a design critique or a marketing plan. It is an account of what a brand’s decisions actually do to the person encountering them, kept carefully separate from why the company says they work. That separation is the entire discipline, and it is what produces findings a client can act on.

This is the framework behind thirty-one published teardowns. Eight chapters in a fixed order, and the order matters more than any single chapter: everything after the first is contaminated by what you concluded in it. You get the collection method, the eight scoring dimensions with a worked sheet, the dark-side chapter that clients consistently find most valuable, a condensed worked example, and a section on presenting findings without losing the room.

For agencies, brand strategists, freelance consultants and in-house marketers who need a repeatable method rather than a fresh opinion each time.

What it is not: a quantitative instrument. It produces a defensible reading of a brand’s mechanisms, not a measurement of them, and the score is organised judgement rather than data. What it does do is tell you which quantities are worth the cost of measuring, which is usually where that budget is wasted.

8 pages, A4, formatted for printing. Delivered as a PDF immediately after payment.