“I know my brand doesn’t feel like me anymore… but I don’t know what needs to change.”

If you’ve ever said something like that (or even just felt it deep in your gut), you’re not alone and you’re not off-base.

You’ve grown, evolved, raised your rates, honed your message… but your brand? It’s still giving “early days Canva side hustle.”

And that is exactly why I always start every brand or website project with a visual brand audit.

• Not a logo redesign.
• Not a copy overhaul.
• Not a color palette mood board.

A visual audit. Because before you can build something aligned and magnetic, you have to know where you actually stand.

Whether you’re DIY’ing your branding or you’re thinking about outsourcing, this one simple step will give you clarity and confidence to move forward on purpose.

This post is based on the podcast episode below so if you want a behind-the-scenes look at what a visual brand audit is, why it matters so much, and how you can start assessing your own brand today, keep reading or hit play!

So… What Is a Visual Brand Audit, Really?

A visual brand audit is a strategic review of your brand’s outward appearance – everything from your website and social media to your freebies, email signature, and beyond.

It’s not about criticizing what you’ve built. It’s about taking a clear-eyed look at:

• What’s working visually
• What’s inconsistent or outdated
• What no longer feels like you

Think of it like a vibe check, but with strategy baked in. You’re asking: Does my visual brand reflect who I am, what I do, and the level I’m operating at today?

Most importantly: a visual audit is not a teardown. It’s a clarity tool. You may keep more than you think—but you’ll finally know why it works, or why it doesn’t.

Why a Visual Audit Comes Before Everything Else

You know that saying, “Don’t build on a shaky foundation”?

That’s branding 101.

A lot of business owners rush to rebrand when something feels off. They jump into new colors, new websites, or fresh fonts hoping the “meh” will disappear.

But if you’re building on top of outdated visual elements or disconnected assets… all you’re doing is dressing up confusion.

Without an audit, design decisions get made based on vibes, not vision.

But your visual brand is always saying something. Even if you didn’t mean for it to. A cohesive, aligned brand says “this is a premium, high-touch experience.” A mismatched, inconsistent brand can say “starter biz with a Canva obsession.”

Your audience feels that difference in seconds. You don’t have to guess, you just have to audit.

The 5 Key Things I Look For in a Visual Brand Audit

Here’s exactly what I assess during every client audit (and how you can start reviewing your own brand too).

1. Fonts & Color Usage

Let’s start with the surface layer but don’t underestimate it. Your font choices and color palette are foundational.

Ask yourself:

• Are my fonts consistent across platforms?
• Are they legible, especially on mobile?
• Do my brand colors feel intentional—or are they changing with every Canva template?

Red flag: You’re using more than two script fonts and your Instagram carousel backgrounds look nothing like your website.

Quick tip: Stick to 1–2 fonts for regular use and create clear color guidelines. Consistency = clarity.

2. Brand Consistency Across Platforms

This is where most brands unintentionally break trust.

Your visuals don’t just live on your homepage. They live in:

• Your Instagram feed
• Your freebie PDFs and opt-ins
• Your email footer
• Your onboarding documents
• Your Facebook header images

If each of these pieces tells a slightly different story, your client experiences visual whiplash and that creates subtle confusion.

Pro insight: If your homepage says one thing but your Instagram says another, your client feels the disconnect.

 3. Visual Tone & Personality

Now we’re talking vibe.

Your visual tone should reflect the energy and emotion behind your brand.

Ask:

• Do my images, icons, and design style match the level and transformation I offer?
• Does my brand feel playful when I’m actually deep and strategic?
• Do my visuals support my voice?

Example: If you’re an intuitive, soul-led strategist but your site feels like a corporate pitch deck… we’ve got a mismatch.

Hot Tip: Alignment here means attracting the right-fit clients who already feel your energy before they ever hit “inquire.”

4. First Impressions

You’ve got 3–5 seconds. That’s all it takes for someone to land on your homepage or social profile and decide:

• Is this for me?
• Do I trust this person?
• Should I keep scrolling?

If your headline is buried, your imagery is generic, or your colors clash, you lose the moment.

Hot Tip: A beautiful logo can’t save a confusing layout or weak messaging. First impressions are a feeling… they happen fast and they matter more than you think.

5. The “Grown-Up Brand” Vibe Check

This is the final (and maybe most important) piece: Does your brand reflect your growth?

You’ve likely done SO much behind the scenes:

• Upleveled your offer
• Increased your rates
• Improved your client experience
• Gained confidence in your niche

But if your brand still looks like the “starter kit” version of you, it creates friction both for you and your audience.

Truth Bomb: When your brand feels like you, you sell differently. You show up with more power. And the people landing on your site? They feel that alignment too.

“I Don’t Hate My Brand… But It Doesn’t Feel Like Me Anymore”

This is what I hear from clients constantly:

• “I’m not embarrassed… I’m just not excited to send people to my site.”
• “It doesn’t feel bad—it just doesn’t feel like me.”
• “I’ve outgrown it… I just don’t know what to change.”

This is exactly where a visual brand audit gives you language and direction.

Because “meh” is not a strategy. You deserve clarity. You deserve visuals that feel as elevated as the work you’re doing behind the scenes.

A visual audit helps you:

• Identify the exact friction points
• Recognize what’s still working
• Take aligned action instead of random stabs in the dark

Sometimes we keep a lot. Sometimes we wipe the slate clean. But it’s always intentional and that’s the difference between a rebrand and a realignment.

Before you touch your fonts, before you hire a photographer, before you tweak your homepage for the 14th time…

Do a visual audit.

Making changes without this step is like trying to bake a layered cake without checking the ingredients. You might accidentally get something good but the odds aren’t in your favor.

When you know what you’re working with, you can:

• Build on your strengths
• Fill in the gaps
• Make design decisions based on who you are now – not who you were three years ago

Want Support? Book a Brand Therapy Sesh

If you’ve been staring at your online presence thinking, “Something’s off… but I don’t know what,” I got you.

Inside the Brand Therapy Sesh, we walk through your visuals, messaging, and website in a strategic 90-minute session.

Together, we figure out:

• What’s working
• What’s not
• What needs to shift so your brand actually feels like home

No pressure. Just clarity, confidence, and a solid direction forward.

Book yours here.

Final Thoughts: A Brand That Feels Like You Is the Best Strategy

Your brand deserves to reflect your current level… not your last version.

So, if your website feels outdated, if your visuals feel “off,” or if you just feel a disconnect between what you offer and what people see…

Start with a visual brand audit.

This small but powerful step creates the clarity you need to move forward with intention. And when you feel clear, you show up with confidence. And that changes everything.