Businesses are not only evaluated by their profits but also by their impact on people and the planet. Your brand is more than a logo or tagline—it's a promise. For businesses in regenerative agriculture, nature conservation, or renewable energy, this promise is deeply tied to the values of sustainability, responsibility, and transparency. But how do you know if your audience can see that your brand is living up to that promise? That’s where a brand audit comes in.

what is a brand audit?

At its core, a brand audit is a deep-dive assessment of your brand's health. It examines everything from your visual identity and messaging to customer perception and market positioning. Think of it as a wellness check for your brand: it uncovers what’s working, what’s not, and what needs improvement to ensure your business thrives in a competitive, purpose-driven market.

Unlike financial or operational audits, which focus on numbers and processes, a brand audit looks at how your business is perceived by customers, stakeholders, and the market. For industries rooted in sustainability, this is especially important because your brand must communicate your mission and value effectively while staying authentic and credible.

key components of a brand audit

A comprehensive brand audit involves analyzing several key areas:

Visual Identity: Does your logo, color palette, and design aesthetic align with your values and mission? For example, a renewable energy company should evoke innovation and trust, while a regenerative agriculture brand might emphasize nature and community.
Brand Messaging: Is your messaging consistent and clear across all channels? Does it reflect your commitment to sustainability and align with the values of your target audience?
Customer Perception: How do people see your brand? Are you known as a trusted advocate for change, or are there gaps between what you promise and what you deliver? Does your logo capture a vibe that resonates? Or, does it come off in a way that confuses or turns off consumers?
Market Positioning: Where do you stand compared to competitors in the green economy? A brand audit helps you uncover opportunities to stand out by emphasizing your unique strengths while avoiding stereotypes and clichés.
Digital and Physical Presence: From your website to social media to packaging, is your brand’s presence aligned with your mission and appealing to your target audience? Do you stand out on the shelf and on social? Is everything consistent across all platforms or are elements used inconsistently causing confusion and appearing less polished?

Digging Deeper: The Visual Brand Audit

A visual brand audit focuses specifically on the tangible, design-related elements of your brand identity. For businesses in sustainable industries, your visual presentation is not just about aesthetics; it’s about conveying your purpose and values at first glance.

Here’s what a visual brand audit evaluates:

1. logo design

Your logo is often the first thing people notice about your brand. A good logo should:

Reflect your mission and industry. For example, earthy tones and organic shapes might suit a regenerative agriculture brand, while sleek, futuristic designs may resonate with renewable energy.
Be versatile and recognizable across all platforms—from signage to social media icons.
Feel modern and relevant while staying true to your roots.
Creative ways to communicate your value to consumers. You don’t necessarily have to use the color green or leaf elements in your logo. A brand audit can help identify how to solve for this.

2. color palette

Colors are powerful tools that evoke emotion and signal your brand’s personality. Does your color palette:

Align with your mission? Brands often make the mistake of relying on stereotypical colors (like green and blue for “earth-friendly”). A brand audit can identify creative color options that will help you stand out and express yourself in a more creative way that doesn’t feel greenwashed.
Stay consistent across all marketing materials? A mismatched palette can dilute your brand’s impact. A good palette has contrast and flexibility that creates visual interest is highly legible in print and online.

3. typography

Fonts convey tone and style. Are your fonts:

Readable across digital and print formats?
Consistent in size, style, and weight throughout your branding?
Aligned with your message? (E.g., a nature-focused brand might use a natural, organic typeface, while a tech-forward renewable energy company might opt for clean, modern fonts.)

4. imagery and photography

The photos and graphics you use should visually communicate your story. Ask yourself:

Are the images authentic and aligned with your sustainability message? (Avoid stock images that feel generic.)
Is photography or illustration the best option for your brand? Is the style ownable or too trendy?
Are your visuals high-quality and tailored to your audience’s values and lifestyle?
Do your images show your real-world impact without clichés or stock imagery that is seen all across the internet?

5. brand collateral

This includes everything from social content and brochures to packaging. Evaluate whether your collateral:

Consistently uses your logo, colors, and typography.
Reflects eco-friendly values through sustainable materials or minimalist designs.
Has a flexible system that allows you or your team to create new content quickly, easily, and consistently

By conducting a visual brand audit, you can ensure that every design element works in harmony to support your mission and connect with your audience.

why do sustainable businesses need a brand audit?

For businesses aiming to combat climate change, authenticity is crucial. Customers, partners, and investors are increasingly drawn to brands that not only talk about sustainability but also demonstrate it through their actions and communications. However, it's equally important to provide value beyond sustainability. To make climate-friendly businesses the new standard, brands must compete effectively with mainstream competitors. For instance, if your company is a regenerative clothing brand, your goal might be to attract fast-fashion shoppers away from retailers like Forever 21 and Shein. Achieving this requires appealing to consumers who prioritize affordability and on-trend apparel. A brand audit can help ensure that every touchpoint of your brand reflects your values and mission in a way that’s authentic and avoids greenwashy tactics.

Here’s what a brand audit can do for you:

Align Your Brand with Your Mission: Ensure that your messaging and visuals reflect the core values of sustainability, regeneration, and environmental stewardship without clichés.
Build Trust with Stakeholders: Consistent, authentic branding fosters trust with eco-conscious customers and partners who prioritize working with value-driven companies.
Spot New Opportunities: A brand audit can reveal untapped markets or potential areas for innovation, helping you grow your impact and revenue.
Stay Competitive: As the green economy grows, standing out becomes more challenging. A brand audit helps you identify ways to differentiate your business from competitors and attract a wider range of consumers leading to higher revenue.

How to Get Started with a complimentary Brand Audit

Have I convinced you that you need this yet?

Conducting a brand audit doesn’t have to be overwhelming. Here’s how I conduct brand audits with my clients:
I start by gathering key information:

I analyze your brand materials: logos, websites, brochures, and social media content.
I collect feedback from customers and stakeholders to understand their perceptions.
I assess your market and identify trends or gaps in your industry.

Partnering with a brand design expert who understands sustainability-focused industries can provide fresh insights and a structured approach to evaluating your brand. Upon conducting the audit, you’ll then receive a comprehensive breakdown of my findings and what to do about it. I provide easy, actionable steps you can take to attract target audiences and take your brand to the next level.

the bottom line

A brand audit isn’t just about finding flaws—it’s about identifying strengths, uncovering opportunities, and ensuring that your brand authentically reflects your mission. For businesses in regenerative agriculture and other climate-focused industries, it’s a vital step in building a brand that resonates with your audience, strengthens your impact, and paves the way for sustainable growth.

see the results of one of my brand audit clients

Ecofixr is a sustainability consultancy for the film industry.

After analyzing Ecofixr’s original logo and brand presence, I was able to determine how to bring the founder’s vision to life.

We determined that the planet icon was too obvious and cliché as well as the greens and blues. While the founder felt strongly about using those icons and colors, I created an icon and color palette that better aligned with her whole story, not just sustainability.

The brand audit revealed the creative design solutions to visualize Ecofixr’s mission and values in unique, ownable, and creative way that would resonate with her ideal audience and was completely different from competitors.