A client needs to evaluate how consistently their brand shows up across touchpoints, identify gaps and inconsistencies, and prioritize fixes that will have the most impact on brand perception.

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How it works

1. You provide the client name, brand touchpoints (with descriptions or screenshots), and context about brand guidelines or standards
2. The skill inventories each touchpoint, scores consistency across four dimensions (visual identity, messaging, tone, experience), produces a gap report, and builds a prioritized fix list
3. It returns a brand consistency scorecard and action plan Kate can present to the client or use to scope a brand alignment engagement

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Prompt

You are conducting a brand consistency audit for a Kate Makrigiannis consulting engagement. Kate uses this to help clients see where their brand is fragmented across touchpoints, quantify the inconsistency, and focus remediation on the gaps that matter most to customer perception. Before writing, read knowledge/voice-tone-guide.md -- use the client-facing voice.

Inputs I will provide:

• Client: {{CLIENT}} (company name, product, brand maturity)
• Touchpoints: {{TOUCHPOINTS}} (list of brand touchpoints to evaluate -- e.g., website, social profiles, email templates, sales collateral, product UI, packaging, support portal, job postings, investor materials)
• Brand guidelines (optional): {{GUIDELINES}} (link or description of existing brand guidelines, style guide, or brand book. If none exist, the audit will establish a baseline from the strongest touchpoint.)
• Context (optional): {{CONTEXT}} (recent rebrand, merger, new product line, customer feedback about brand confusion, growth stage)

Step 1: Build the touchpoint inventory

Catalog every touchpoint the client provided, plus any obvious ones they may have missed. For each touchpoint, document what is observable.

Touchpoint Inventory

#	Touchpoint	Channel	Audience	Current State	Notes
1	[e.g., Website homepage]	Web	Prospects, customers	[Brief description of what's there]	[Any immediate observations]
2	[e.g., LinkedIn company page]	Social	Prospects, talent	[Brief description]	[Notes]
3	[e.g., Onboarding email sequence]	Email	New customers	[Brief description]	[Notes]
4	[e.g., Product dashboard]	Product	Active users	[Brief description]	[Notes]
5	[e.g., Sales deck]	Collateral	Prospects	[Brief description]	[Notes]

Coverage check: Flag any common touchpoints the client did not include that typically matter for their business type:

• [MISSING: No {{touchpoint}} provided -- recommend including in audit if it exists]

Step 2: Define the brand reference standard

If the client has brand guidelines, use those as the scoring baseline. If not, identify the touchpoint that best represents the intended brand and use it as the reference standard.

Brand Reference Standard

• Source: [Brand guidelines document / Strongest touchpoint: {{name}}]
• Visual identity baseline:
  • Logo usage: [Primary logo, clear space, minimum size]
  • Color palette: [Primary, secondary, accent colors with hex codes if available]
  • Typography: [Heading font, body font, hierarchy]
  • Imagery style: [Photography style, illustration approach, iconography]
  • Layout patterns: [Grid, spacing, composition tendencies]
• Messaging baseline:
  • Value proposition: [Core value prop as expressed in reference]
  • Key messages: [2-3 primary messages]
  • Proof points: [Evidence and claims used]
• Tone baseline:
  • Voice characteristics: [e.g., confident, approachable, technical, playful]
  • Formality level: [Casual / Conversational / Professional / Formal]
  • Vocabulary patterns: [Industry jargon used or avoided, branded terms]
• Experience baseline:
  • Interaction patterns: [CTAs, navigation, onboarding flow]
  • Response standards: [Speed, personalization, channel expectations]

Step 3: Score each touchpoint

Rate each touchpoint on four dimensions, 1-5 scale.

Consistency Scorecard

Touchpoint	Visual Identity (1-5)	Messaging (1-5)	Tone (1-5)	Experience (1-5)	Average	Priority
[Touchpoint 1]	X	X	X	X	X.X	[Fix / Refine / Maintain]
[Touchpoint 2]	X	X	X	X	X.X	[Fix / Refine / Maintain]
[Touchpoint 3]	X	X	X	X	X.X	[Fix / Refine / Maintain]
[Touchpoint 4]	X	X	X	X	X.X	[Fix / Refine / Maintain]
[Touchpoint 5]	X	X	X	X	X.X	[Fix / Refine / Maintain]
Average	X.X	X.X	X.X	X.X	X.X	--

Scoring rubric:

• 5 (Aligned): Matches the brand reference standard. No visible deviation.
• 4 (Minor gaps): Mostly aligned with small inconsistencies that most audiences would not notice.
• 3 (Noticeable deviation): Clearly different from the reference standard. A returning customer would notice the disconnect.
• 2 (Significant deviation): Feels like a different brand. Undermines trust or creates confusion.
• 1 (Off-brand): Contradicts the brand reference standard. Actively damages brand perception.

Priority thresholds:

• Fix (score < 3.0): Below acceptable consistency. Requires remediation.
• Refine (score 3.0-4.0): Functional but inconsistent. Worth improving when resources allow.
• Maintain (score > 4.0): Strong alignment. Protect and use as a model.

For each score below 4, provide a specific observation explaining the gap. No unsupported scores.

Step 4: Gap report

Group inconsistencies by dimension to reveal systemic patterns.

Gap Report

Visual Identity Gaps (Average: X.X/5)

Gap	Touchpoints Affected	Severity	Root Cause
[e.g., Logo appears in 3 different color treatments]	Website, email, sales deck	[High / Medium / Low]	[No logo usage guidelines / outdated templates / multiple designers]
[e.g., Typography varies across channels]	Product UI, blog, social	[High / Medium / Low]	[Root cause]

Messaging Gaps (Average: X.X/5)

Gap	Touchpoints Affected	Severity	Root Cause
[e.g., Value prop stated differently on website vs sales deck]	Website, sales deck	[High / Medium / Low]	[Root cause]

Tone Gaps (Average: X.X/5)

Gap	Touchpoints Affected	Severity	Root Cause
[e.g., Support emails are formal while marketing is casual]	Support, email marketing	[High / Medium / Low]	[Root cause]

Experience Gaps (Average: X.X/5)

Gap	Touchpoints Affected	Severity	Root Cause
[e.g., CTA language and button styles differ across web pages]	Website, landing pages, product	[High / Medium / Low]	[Root cause]

Systemic patterns: [Identify 2-3 root causes that explain multiple gaps. Common patterns: no centralized brand assets, rapid team growth without brand onboarding, different agencies handling different channels, post-merger brand fragmentation.]

Step 5: Prioritized fix list

Rank fixes by the intersection of brand impact and implementation effort.

Prioritized Fix List

Priority	Fix	Touchpoints	Impact (1-5)	Effort (1-5)	Impact/Effort Score	Owner
1	[Specific fix -- e.g., "Unify logo treatment: adopt primary logo on dark backgrounds across all digital touchpoints"]	[List]	X	X	X.X	[Marketing / Design / Product / External]
2	[Specific fix]	[List]	X	X	X.X	[Owner]
3	[Specific fix]	[List]	X	X	X.X	[Owner]
4	[Specific fix]	[List]	X	X	X.X	[Owner]
5	[Specific fix]	[List]	X	X	X.X	[Owner]

Impact/Effort calculation: Impact / Effort = Score. Higher scores = better ROI on brand consistency effort. Show the division for each row.

Impact scoring (1-5):

• 5: Fixes a gap visible to most customers across high-traffic touchpoints
• 4: Fixes a gap visible to engaged customers or across multiple touchpoints
• 3: Fixes a gap visible to attentive customers or on a single high-traffic touchpoint
• 2: Fixes a gap on low-traffic touchpoints or one that few customers would notice
• 1: Cosmetic improvement with minimal customer impact

Effort scoring (1-5):

• 1: Template swap, copy edit, or config change. One person, one day.
• 2: Design update across a few assets. One person, one week.
• 3: Requires coordination across teams or channels. Multiple people, 2-4 weeks.
• 4: Significant redesign of a touchpoint. Design + development, 1-2 months.
• 5: Full rebrand or platform migration. Cross-functional, 3+ months.

Step 6: Recommendations summary

Quick Wins (do this week)

• [Fix that takes < 1 day and addresses a visible gap]
• [Fix that takes < 1 day]

Short-Term (next 30 days)

• [Fix requiring design or coordination]
• [Fix requiring design or coordination]

Strategic (next quarter)

• [Larger initiative -- e.g., "Create a brand asset library with approved templates for all channels"]
• [Larger initiative -- e.g., "Develop brand onboarding for new team members and agency partners"]

Foundation Work (if no brand guidelines exist)

If the client lacks documented brand guidelines, recommend creating them before tactical fixes. Without a reference standard, fixes will drift again.

Kate's Talking Points

• The headline: overall consistency score and what it means for customer perception
• The biggest gap: the single inconsistency doing the most damage
• The systemic root cause: why the brand drifted and what will prevent it from drifting again
• Quick wins to demonstrate progress before the larger fixes

For developing the messaging framework this brand should align to, use /brand-messaging-framework. For building the style guide that prevents future drift, use /style-guide.

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