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15-Point School Brand Audit Checklist

Comprehensive assessment framework to evaluate your school's brand health, identify gaps, and prioritize improvements.

How to Use This Checklist

Rate each area on a scale of 1-5 (1 = Poor, 5 = Excellent). Add up your scores to determine your overall brand health and identify areas needing attention.

Visual Identity Consistency

Logo Usage

Score: ___/5

Does your logo appear consistently across all materials?

✓ Logo files are up-to-date and accessible
✓ Proper versions used (color, black & white, etc.)
✓ No outdated or unofficial variations in use
✓ Logo reproduced at correct sizes and proportions

Color Consistency

Score: ___/5

Are school colors used uniformly across all touchpoints?

✓ Official color codes documented and followed
✓ Colors applied consistently in print and digital
✓ No unauthorized color variations
✓ Athletic and academic materials match

Typography Standards

Score: ___/5

Is typography consistent across communications?

✓ Approved fonts documented and accessible
✓ Font usage consistent across materials
✓ Text hierarchy clear and professional
✓ Readable and accessible typography choices

Messaging Clarity

Value Proposition

Score: ___/5

Can parents clearly articulate what makes your school unique?

✓ Clear differentiation from competitors
✓ Unique benefits are specific and compelling
✓ Stakeholders can explain your value
✓ Value proposition consistently communicated

Tone of Voice

Score: ___/5

Is your communication style consistent and appropriate?

✓ Defined brand voice guidelines exist
✓ Tone is consistent across channels
✓ Voice reflects school values and culture
✓ Staff trained on communication standards

Tagline/Slogan

Score: ___/5

Do you have a memorable, meaningful tagline?

✓ Tagline exists and is used consistently
✓ Memorable and easy to recall
✓ Communicates key benefit or promise
✓ Differentiates from competitors

Digital Presence

Website Quality

Score: ___/5

Is your website professional, current, and user-friendly?

✓ Modern design, updated within 3 years
✓ Mobile-responsive and fast loading
✓ Easy navigation and clear calls-to-action
✓ Content is current and well-written

Social Media Presence

Score: ___/5

Are you active and consistent on social media?

✓ Consistent posting schedule maintained
✓ Brand voice consistent across platforms
✓ Engagement with community members
✓ Professional imagery and messaging

Email Communications

Score: ___/5

Do email communications reflect your brand?

✓ Branded email templates exist and are used
✓ Consistent signatures and formatting
✓ Professional tone and grammar
✓ Mobile-friendly email design

Physical Touchpoints

Signage & Wayfinding

Score: ___/5

Is campus signage professional and on-brand?

✓ Exterior signage visible and professional
✓ Interior wayfinding clear and consistent
✓ Signage matches brand standards
✓ No damaged or outdated signs

Printed Materials

Score: ___/5

Do printed materials look professional and consistent?

✓ Templates exist for common materials
✓ Professional print quality
✓ Brand guidelines followed
✓ Materials are current, not outdated

Apparel & Merchandise

Score: ___/5

Is school apparel consistent and high-quality?

✓ Approved designs and vendors
✓ Quality merchandise available
✓ Athletics and spirit wear match standards
✓ No unauthorized or off-brand items

Community Perception

Brand Recognition

Score: ___/5

Do families recognize and remember your brand?

✓ Strong recall of school identity
✓ Distinctive from competitors
✓ Positive associations with brand
✓ Brand awareness in target community

Community Pride

Score: ___/5

Do stakeholders show pride in the school?

✓ Students wear school apparel proudly
✓ Parents advocate for the school
✓ Staff embody school values
✓ Alumni maintain connection

Reputation Management

Score: ___/5

Is your school's reputation strong and positive?

✓ Positive online reviews and ratings
✓ Strong word-of-mouth referrals
✓ Favorable media coverage
✓ Proactive reputation monitoring

Your Total Brand Health Score

Add up all 15 scores (maximum 75 points):

60-75 points (80-100%): Excellent brand health. Focus on maintenance and continuous improvement.

45-59 points (60-79%): Good brand health. Address specific weak areas identified.

30-44 points (40-59%): Fair brand health. Brand refresh or strategic update recommended.

Below 30 points (< 40%): Critical brand health. Full rebranding project strongly recommended.

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