Brand terms in plain words.
The words people search for, and what I actually mean by them.
Brand audit
A structured look at how a company shows up. I call mine a first look.
Brand health check
The same thing, usually asked for before a sale or a raise.
Brand leakage
Trust and value lost in the gap between what a business is and how it looks.
Brand due diligence
Checking how a company is seen from outside, the way you'd check its books.
Marketing audit
A check on campaigns and channels. Useful after the brand is clear, not before.
AI visibility
Whether AI tools can find your company and describe it correctly.
Brand positioning
The spot you hold in a buyer's head, next to the other options they're weighing. If you don't choose it, the market chooses it for you.
Messaging architecture
The order your story gets told in. What you say first, what backs it up, and what every page and pitch pulls from.
Rebrand and refresh
A rebrand changes what you are. A refresh makes what you are easier to see. Most companies need the second.
Chief Brand Officer
The person responsible for whether the market sees the business the way it really is.
Fractional CMO vs CBO
A fractional CMO runs the marketing. A fractional CBO makes sure the business is clear enough to market. Most companies need the second one first.
A marketing audit checks the campaigns. A brand audit checks what the campaigns are pointing at.
Marketing audit
- What it checksThe campaigns and channels.
- The questionIs the marketing working?
- When it helpsAfter the brand is clear.
Brand audit
- What it checksWhat the campaigns are pointing at.
- The questionIs the business easy to understand, trust and choose?
- When it helpsBefore a sale, a raise, or more spend on marketing.
Twenty minutes. No deck.
Tell me where the business is headed. I'll tell you what I'd look at first.