Leadership alignment
Establish the context and evidence before proposing an answer.
IMPRNT working resource
Brand Audit Worksheet.
Capture evidence across leadership, audiences, assets and operations.
Why use it
Replace general brand opinions with inspectable evidence.
Capture evidence across leadership, audiences, assets and operations.
- Compares leadership intent with audience experience
- Connects expression gaps with operational causes
- Prioritises issues by consequence rather than visibility
Working question: Is this a symptom, or the decision behind it?
Inside the resource
A structured sequence for an accountable discussion.
Each section creates space for evidence, decisions, named owners and unresolved questions.
Audience understanding
Separate known evidence from assumptions that require resolution.
Competitive distinction
Separate known evidence from assumptions that require resolution.
Identity consistency
Separate known evidence from assumptions that require resolution.
Experience gaps
Separate known evidence from assumptions that require resolution.
Operational friction
Separate known evidence from assumptions that require resolution.
Governance risk
Record the decision, owner and next review point.
Facilitation guidance
Use the document to expose differences—not hide them.
Complete the worksheet with a cross-functional group. Ask each person to cite an example for every assessment and record where interpretations differ.
This resource provides general planning guidance. It is not legal, financial, regulatory or accessibility advice.
Act the decision
Use the resource before the meeting.
Complete the sections that affect is this a symptom, or the decision behind it? Then use the review to agree evidence, ownership and unresolved decisions.