Brand Audit Scorecard — see where the brand holds, and where it drifts.
Every brand believes it is consistent. This scorecard tests the belief — positioning, visual identity, messaging, channels, and differentiation, rated statement by statement against a 4.0 benchmark, with an honest verdict at the end.
What it does.
The Brand Audit Scorecard turns a vague sense that "the brand feels inconsistent" into a structured, evidence-based score. You rate plain-language statements on a 1–5 scale; the dashboard converts them into dimension scores against a 4.0 best-practice benchmark, an overall brand health percentage, and a prioritised reading of where to act first.
It covers the five dimensions where brands actually erode: positioning clarity, visual consistency, message coherence, channel effectiveness, and competitive differentiation. The workbook adds a channel coverage log, so every channel that carries the brand gets named, owned, and rated.
Inside the free edition.
- Interactive web tool — 30 statements across the five dimensions, scored in your browser with per-dimension breakdowns, priority actions, and a printable report. Nothing installed, nothing sent to a server.
- Dynamic Excel workbook — a 15-statement desk edition with guided 1–5 dropdowns, notes and evidence columns, and a live dashboard with data bars and RAG formatting.
- Channel coverage log — name every channel in use, assign an owner, and rate how consistently each one carries the brand.
- An honest verdict — each dimension gets a plain-English reading against the 4.0 benchmark, not just a number.
- Works in Microsoft Excel, Google Sheets, and LibreOffice Calc.
Free edition vs full instrument.
| Free edition | With stomwerk scale | |
|---|---|---|
| Assessment depth | 30 statements (web), 15 statements (workbook), 5 dimensions | 60+ calibrated criteria, weighted by brand maturity and category |
| Perspective | Single internal self-assessment | Multi-stakeholder audit with internal vs external perception gap analysis |
| Channels | Coverage log with consistency ratings | Full coverage matrix with audience research and competitive benchmarking |
| Output | Dashboard, verdict, priority actions | Benchmarked report + prioritised brand action plan |
| Facilitation | Self-serve | Facilitated review |
| Price | Free | Engagement |
Questions, answered.
What is a brand audit?
A structured assessment of how well a brand actually performs against what it claims: whether the positioning is distinct and understood, whether the visual identity is applied consistently, whether the messaging holds together, whether the channels that carry the brand do it justice, and whether any of it differentiates you from competitors. The free edition scores these five dimensions on a 1–5 scale and produces the verdict automatically.
Is the Brand Audit Scorecard really free?
It will be. The free edition launches without a sign-up wall once final release checks are complete. Until then, preview it here and register interest via the contact form — we will send it the moment it ships. The full instrument remains part of a stomwerk engagement.
Does the workbook work in Google Sheets and LibreOffice?
Yes. It uses standard formulas, dropdown validation, and conditional formatting that behave identically in Excel, Google Sheets, and LibreOffice Calc.
When should I run a brand audit?
Before a rebrand or repositioning, after a merger or leadership change, when growth has outpaced the guidelines — or on a regular cadence to catch drift early. Brands rarely break in one move; they erode one off-brand touchpoint at a time.