How to run a one-person brand audit (in under 30 minutes)
An intentional self-check for founders to spot where their brand is out of sync, using just your website, socials, and a pen.
If there’s one thing I’ve learned from working with founders (and from a few too many “Why does my brand feel off?” mornings myself), it’s that you don’t need a committee or a branding agency to catch the biggest gaps in your own brand. You just need a willingness to step back, look with fresh eyes, and be honest with yourself about what you see.
I built this mini audit after wasting hours second-guessing everything from my homepage copy to my LinkedIn bio. These steps are simple and quick, but they’ve saved me from months of confusion, and more than one unnecessary rebrand. Here’s how you can spot what needs fixing, without spiraling.
Step 1: Take the “Stranger Test”
Open your website and your main social profile as if you’re seeing them for the first time. Pretend you know nothing about your work.
Ask yourself:
In 5 seconds, is it clear what I do and who I help?
Does my voice sound like me, or like a template?
Would I want to keep scrolling, or does something feel off?
Write down the first three words or feelings that come up. Don’t overthink it.
Step 2: Check for consistency
Look at your website, email sequences and social media profiles.
Do your bio, profile photo, and main messaging feel like the same person or company?
Are you using different language, tones, or promises in different places?
If you spot disconnects (“professional on LinkedIn, casual on Instagram, lost on the website”), jot them down.
Step 3: Review your recent content
Pick your last 3–5 posts or newsletters.
Do they reflect the kind of work you want more of?
Are you repeating the same ideas, or does it all feel scattered?
Would a stranger know what you stand for after reading just a handful?
Highlight what feels aligned, circle what feels out of step.
Step 4: Do the call-to-action check
On every page and post:
Is there a clear, simple next step for a visitor (contact, subscribe, book, etc.)?
Is it obvious what you want them to do?
If you find yourself squinting or searching for your own next step, so will your audience.
Step 5: The gut check
Take a breath. Step away for a minute.
Ask yourself:
What part of your brand feels most like you?
What’s the spot that makes you cringe, stall, or want to hide?
If you could fix one thing this week, what would it be?
That’s where to start.
Your 30-minute audit checklist
Homepage clarity: Who, what, and why—clear in 5 seconds
Profile/bio consistency across platforms
Recent content matches your actual offer/focus
Obvious, simple calls to action
One honest insight about what feels off, and where to begin
This doesn’t need to be a huge production. The most honest audits are the ones you do when nobody’s watching. Trust your own gut, take what you find, and make one small shift at a time. That’s how real brands grow: intentionally, and a little more true to themselves every round.
