Free brand audit

The 15-point brand audit

Three minutes. Fifteen yes/no questions. A clear read on where your brand is leaking revenue and where it’s already working.

Instant score Personalized report Free, no pitch 3 minutes
Brand strategy first
Senior-led accounts
35+ years of strategic work
Featured in Forbes
?Brand score

What’s your brand score?

Answer these 15 questions to find out. It takes about three minutes.

QUESTION 1 OF 15
SECTION 01
Strategic clarity
1

Question text goes here.

Rationale goes here.

Yes 0  ·  No 0
5 OF 15 COMPLETE
SECTION 01 COMPLETE
Strategic clarity
UP NEXT
SECTION 02
Visual and verbal consistency

0Brand score
YOUR RESULT
Strong foundation
You answered no on 0 of 15 questions.
0–2
3–5
6+
0–2
Strong foundation
Close the few gaps and keep building.
3–5
Revenue on the table
A focused audit pays for itself.
6+
Reset overdue
Start with positioning, then work outward.

Book a free 20-minute review with our director of strategy

This audit flags the surface. On a free call, Brian Murnion, our director of strategy, walks through what’s really driving these gaps, what to fix first, and what it’s worth to your business. There is no sales pitch, only a straight read of where things stand.

Pick a time →
Brian Murnion, founder of Let's Canoe, leading a marketing strategy session at a whiteboard

From the person you’d be talking to

I’ve been involved in and leading strategic work for more than twenty years, most of it for businesses that already had marketing running and could feel something was off. The audit is the first call I’d run with my parents or best friend if they needed help. I’d listen, point at the leak, and tell them what I’d do about it.

If you book the call after the audit, we’ll simply go a bit deeper into your results. If you don’t, the report is yours. Either way, it costs you the same.

More strategy, less marketing.

Brian Murnion, Founder & Chief Strategist

It takes three minutes, it’s free, and there’s no pitch.

It’s the same call I’d give my parents if they needed help.

Start the audit ↑

Common Brand Audit Questions

Questions about the brand audit, what your score means, and what a brand audit actually is. If yours isn’t here, the fastest way to get an answer is to book a free fit call.

About the brand audit

What is a brand audit?
A brand audit is a structured review of how clear, consistent, and effective your brand is, from the strategy underneath it to the way it shows up in market. This one asks fifteen yes/no questions across three areas: strategic clarity, visual and verbal consistency, and whether the brand actually shows up in your results. You get a score and a read on where the brand is helping and where it’s leaking revenue.
What does this brand audit measure?
Three things. Strategic clarity: whether you can name your position, your best customers, and what only you can claim. Visual and verbal consistency: whether your website, sales materials, and channels look and sound like one brand. And brand in action: whether people recognize you without the logo, whether your team tells one story, and whether brand work has moved a real business number. Each no points to a specific gap.
How long does the brand audit take?
About three minutes. Fifteen yes/no questions, no long forms, and your score appears the moment you finish. If you want the full report in a PDF, that takes one more step at the end.
Is the brand audit really free?
Yes. The audit and your score are free, with no pitch attached. The report is yours whether or not we ever talk. We built it as a first read for companies that sense the brand is holding them back but want a clear picture before committing to anything.

What your score means

What is a good brand audit score?
Zero to two nos is a strong foundation, so close the few gaps and keep building. Three to five nos means there’s revenue on the table and a focused audit pays for itself. Six or more nos means a reset is overdue, and the place to start is positioning, then work outward. The tiers are strategic, not pass/fail, because a brand gap costs money quietly rather than breaking anything outright.
I scored well. Does that mean the brand is done?
A strong score means the fundamentals are in good shape, which is the foundation the rest of your marketing compounds on. It doesn’t mean the work stops. Brands drift as the company grows, the market moves, and new people write their own version of the story. A high score is a good time to lock the position in writing so it holds.
I scored low. Is that bad?
It’s common, and it’s fixable. Most companies that score low have simply outgrown a brand that was set years ago and never revisited. A low score isn’t a verdict on the business, it’s a map of which gaps to close first. The pattern across your nos usually matters more than any single one.
Why does the pattern of answers matter more than the total?
Because the gaps compound on each other. Weak positioning makes inconsistent messaging worse, and inconsistent messaging makes it harder for anyone to recognize you. Two nos in strategic clarity point somewhere different than two nos in consistency, even though the score is the same. The report maps each no to what fixing it is worth, so you know where to start.

Brand audit fundamentals

What’s the difference between a brand and branding?
Branding is the visible layer: the logo, colors, and design. A brand is the whole position, what you stand for, who you’re for, and why buyers choose you over the alternative. This audit checks the brand, not just the branding, because a polished logo on top of a fuzzy position still leaves you competing on price.
What does it mean that a brand is “leaking revenue”?
When buyers can’t tell you apart, they decide on price, and every deal leans on a discount. When your message shifts from your website to your sales deck to your email, trust erodes at each step. When your team can’t agree on what you stand for, customers get the vague version. Each of those quietly costs you margin and conversions, which is the leak a brand audit is built to find.
How often should I audit my brand?
Once a year is a sensible floor, and any time the business changes shape: a new market, a new product line, a merger, or a stretch where growth has flattened. Brand drift happens slowly, so an annual check catches it before the gap between what you say and what you are gets expensive.
What’s the difference between this audit and a brand strategy engagement?
The audit is the diagnosis: fifteen questions, a score, and a read on where the gaps are. A brand strategy engagement is the fix: the deeper work of setting the position, the messaging, and the identity, then building the marketing on top of it. The audit tells you whether you need that work and where it would start.
Is this the same as the growth gap calculator?
No, they answer different questions. The brand audit scores the brand itself across fifteen questions. The growth gap calculator starts from your revenue math and works out whether brand, reach, or the offer is holding growth back. Take the brand audit if you suspect the brand is the issue, and the growth gap calculator if your growth has flattened and you’re not sure why.

After the audit

What’s in the report?
Your score and tier, plus every question you answered no on, each mapped to what it’s worth to fix. It’s a one-page read you can put in front of your team, formatted to make the case without needing you to explain it. It lands in your inbox after the audit.
What happens on the call?
A free thirty minutes with Brian, our founder and chief strategist. He’ll walk through your results, point at the gaps that matter most, and tell you what he’d do about them. If it’s a fit, he’ll say so. If it isn’t, he’ll tell you that too and point you somewhere useful. No pitch either way.
How is Let’s Canoe different from other brand agencies?
We’re founder-led and strategy-first. The person reading your audit is the one who’d do the work, not an account manager relaying it. We set the brand strategy before any marketing gets built, and one senior team carries it from strategy through production. The Let’s Canoe Framework is how we keep that consistent across every engagement.

A brand agency in Billings, Montana. We set the brand strategy, then build the marketing on top of it, with one senior team from strategy through production.

406-998-7901
team@letscanoe.com
119 N 29th St, Billings, MT 59101

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