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Download the PDF →What you get
- A print-ready PDF you can circulate to your team
- A copy of the checklist inside this page for quick scanning
- An optional 30-minute review with a senior strategist
Why this checklist exists
Every 90 days, we run this exact audit for every client on retainer. Score your brand across five layers — positioning, identity, website, search visibility and demand systems — then fix the weakest layer first.
Positioning & Strategy (9 points)
- One-sentence positioning tested & shared internally
- ICP documented with 3 personas + buying triggers
- Category-of-one point of view, not a growth cliché
- 3 direct competitors + 2 substitutes with differentiators
- Brand promise passes the swap-the-logo test
- Pricing narrative aligns with premium/value positioning
- Founder story is public with proof, dates, outcomes
- 5 named objections with honest counter-answers
- Mission, vision, values are one line each
Identity & Visual System (8 points)
- Logo works at 16px, on dark, on light, in single-colour print
- Colour system: 1 primary + 2 secondary + 3 neutrals, WCAG AA
- Type: 1 display serif + 1 UI sans, licensed for web/print
- Photography direction with 12+ reference images
- Iconography set is consistent (stroke, weight, radius)
- Brand book of 24+ pages (logo, colour, type, voice, photo, layout)
- Template kit: deck, invoice, one-pager, carousel, signature
- Signature motion + audio mnemonic (if used)
Website & Conversion (8 points)
- Homepage LCP under 2.5s on 4G mobile (measured)
- Above-the-fold: who / what / for-whom / proof / CTA in 5s
- Service pages carry outcome, method, proof, fit-call CTA
- Trust bar visible sitewide with numbers, logos, awards
- Contact form 5 fields or fewer; routes to WhatsApp/email
- Sticky CTA on mobile after 400px scroll
- 404, 500, empty states are branded with next best action
- Cookie banner compliant with DPDP + GDPR + PECR
SEO, AEO & GEO (10 points)
- Unique title <60 chars on every indexable page
- Meta description <160 chars, outcome-led
- Schema stack: Organization + WebSite + WebPage(Speakable) + FAQPage + BreadcrumbList
- Per-page schema (Article/Service/Product/CaseStudy) shipped
- FAQPage schema on every conversion-relevant page
- canonical & og:url self-reference every route
- Sitemap auto-updates & is submitted to Google Search Console
- robots.txt allows critical assets; llms.txt lists AI-canonical pages
- ChatGPT / Perplexity / Gemini can cite your top-5 pages by URL
- Google Business Profile verified for every city + weekly posts
Demand, Content & Trust (10 points)
- Quarterly content calendar (12 weeks, 3 formats, 1 anchor)
- Founder appears in 2+ pieces per week
- Every case study has challenge, insight, work, outcome, quote
- 30+ reviews across Google, LinkedIn, industry directories
- Email list of 1,000+ opted-in contacts with double opt-in
- WhatsApp Business API set up with templates & cart-recovery
- 3+ tier-1 PR mentions in the last 12 months
- LinkedIn Ads / ABM list of 200 target buyers uploaded quarterly
- Named accountable brand owner (marketing head or MD delegate)
- Crisis playbook for recall, safety, exec change, cyber breach
Common questions.
Who is this audit for?
Founders, marketing heads and CMOs of premium and challenger brands doing between ₹5 crore and ₹500 crore in annual revenue — although we run the same audit for pre-launch brands and $10M+ scale-ups.
How long does the audit take?
About 45 minutes with your team, or 4 hours if we do it for you (we look at analytics, GSC, GA4, GBP, LinkedIn and 30 sample landing pages).
What score means we should hire you?
If you score below 30, we would recommend a full positioning + identity + website reset. Between 30 and 37, focused sprints work. Above 37, we usually help with AEO, GEO and demand — not identity.
Is the PDF really free?
Yes. We ask for name, email and phone so a senior strategist can offer you a free 30-minute review — no card, no drip campaign.
Want us to run it for you?
Book a free 30-minute review with a senior strategist.