A brand audit is a structured review of a business's current brand identity and touchpoints — logo, website, print materials, messaging, competitor comparison — to identify what's working, what's inconsistent, and what's holding the brand back.
It's typically the first step before deciding between a refresh and a full rebrand, since it surfaces whether the problem is primarily aesthetic (fixable with updated execution) or strategic (requiring a deeper rethink of positioning).
A useful audit looks beyond the logo itself — inconsistent color use, mismatched tone across channels, and an outdated photography style are common findings that a quick glance at the logo alone wouldn't reveal.