How Often Should You Audit Your Brand?

We talk a lot about what brand audits are, what they uncover, and the value they bring, but one of the most common questions we’re asked is when to actually do one.

While it’s easy to focus on growth targets, product development, or campaign delivery, your brand – the way people perceive, experience and remember you- requires regular attention. And occasionally, a full interrogation: that’s where brand audits come in.

But how often should you be doing them?

What a Brand Audit Really Tells You

A brand audit is a health check. It reveals whether your brand is still relevant, consistent and aligned with your goals. It highlights gaps in perception, experience or delivery and gives you a roadmap to fix them.

Crucially, a brand audit is not to be saved for when things go wrong or figures start to dip. It’s a proactive tool for growth, clarity and focus.

So, How Often Should You Run A Brand Audit?

There’s no one-size-fits-all answer. But here’s a general guide:

Light Touch: every 12–18 months, or whenever your brand feels out of step

A light-touch annual or biennial audit helps keep things aligned and prevent drift. It can be as simple as reviewing messaging, tone of voice, visual consistency and employee perception. Aim to complete one annually, or more if you get that gut feeling that something is off.

Deep brand interrogation: after every major business change or when planning future investment 

Big shifts within your business often demand a fresh look at your brand. Whether it’s a change in leadership, a merger or acquisition, a pivot in strategic direction, or expansion into new markets, these moments are catalysts. They shape how you show up externally and how your team understands the brand internally. Auditing your brand at these points ensures that your external presence remains aligned with your internal reality, and that the brand is equipped to support your next chapter. And, if you’re preparing for a rebrand, major campaign, digital overhaul or expansion, a brand audit helps you lay the right strategic foundations. It ensures your investment is targeted and impactful, not built on guesswork.

What to Do and When

To keep your brand in shape, it helps to build regular activity into your calendar. Here’s a practical rhythm for your brand manager or marketing teams to follow:

Monthly

• Review your content and campaign performance through a brand lens
• Review some of your branded collateral in client and stakeholder-facing materials
• Hold informal check-ins with customer-facing teams for feedback

Quarterly

• Conduct a light-touch audit across key brand assets (e.g. homepage, email templates, pitch decks)
• Sense-check alignment between marketing activity and brand positioning
• Evaluate internal brand engagement and team sentiment

Annually

• Run a formal brand audit (internal and external)
• Review your brand strategy against business goals and market shifts
• Refresh brand guidelines and internal onboarding tools if needed

And Beyond

• After any major business shift, revisit your brand’s alignment
• Prior to major campaigns or rebrands, conduct a full strategic review
• When entering a new market, assess brand relevance and resonance

You don’t need a huge, formal audit every time. The most effective brands combine scheduled audits with quick-fire sense-checks. Think of it like brand hygiene—small, consistent actions help prevent the need for major surgery later.

At 3manfactory, we believe building brand auditing into our ongoing strategic partnerships makes everything stronger. In summary, make auditing your brand a habit and you’ll know it’s fit for purpose and fit for the future. 

Not sure when your last brand audit was, or what to include in the next one?
Let’s talk. We can help you audit what matters, and act on what counts.
hello@3manfactory.co.uk