The Quick Brand Audit for Service Business Founders & Creatives
If you are a subscriber to my email list you will have recently received my nostalgia laden email about the demise of the iconic kiwi candy ‘Jaffas‘ (if you’re not yet lucky enough to receive my long and occasionally unhinged emails you can join at the bottom of this post).
Jaffas, despite their storied history and nostalgia factor, had failed to keep up with improvements in a highly competitive landscape. It’s a theme we’ve seen play out across markets and industries. Nostalgia alone is not enough to keep you afloat. No matter how good you ‘have been’, constant assessment and adjustment are required to stay fresh as a brand.
So how can you make sure that your brand is keeping up? Especially as a small business founder without a whole makreting department at your disposal? I’m here to help you out with my “quick and dirty” 5 step brand audit. For my acting clients, scroll down to see how I've reinterpreted this for you and your casting shot.
The 5 Step Brand Audit For Service-Based Businesses
Step 1: Google yourself (yes, it's ok, we all do it)
Search your business name, IG handle, and your full name.
Ask: do these search results reflect who I am now?
Would a potential client get a clear sense of what I offer and who it's for?
If it feels outdated, off-brand, or inconsistent then it's time to refresh.
Step 2: Do a scroll test
Look at your website homepage, LinkedIn profile, and Instagram grid.
Ask: Is my message clear in 5 seconds or less?
Would my dream client think “They get me! This is exactly what I need” or would they just keep scrolling?
If you feel like your content is “fine” but not compelling, it’s probably not converting.
Step 3: Check the expiry date on your visuals
When were your brand photos last updated?
Do they still reflect your current style, services, and confidence level?
If your best photo is from 2019, it’s not a brand, it’s a time capsule.
Step 4: Spy your competition (in a nice way)
Take a look at 2-3 others in your space. Maybe the top names that came up in your Google search.
What do they do well? Where do you stand out?
Are they showing up consistently with high-quality visuals and messaging?
Use this to identify the unique angle that only you can own.
Step 5: Ask “Would I hire me?”
Not based on what you know you offer, but based on what your current online presence shows. If the answer isn’t a resounding YES, it’s time to realign.
A brand refresh doesn’t have to mean a full overhaul. Sometimes, all it takes is a fresh set of scroll-stopping, confidence-boosting photos that say: I’m legit. I’m ready. I’m the one you’ve been looking for.
The Headshot Impact Checklist For Actors
Step 1: Look through the Casting Director’s eyes
Pull up your current headshot and ask:
Would I instantly know what roles this person could play?
Does this image stand out, or get lost in the lineup?
If it doesn’t reflect the version of you that walks into the room (or sends in a self-tape), it’s not doing its job.
Step 2: Check for alignment with your casting type
You’ve aged (sorry, but it’s inevitable). Your look has shifted. Your type may have evolved.
Does your headshot still feel current and true to your casting range? Or is it from three haircuts ago?
If it no longer aligns with your vibe or the roles you feel right for, it's time for a refresh.
Step 3: Audit the gut reaction
Ask a trusted coach, agent, or friend: “Would you call me in based on this photo alone?” Be brave. The answer may surprise you, and it may just be the push you need.
Your actor's headshot is your calling card. If it doesn’t spark interest in a split second, you're missing opportunities.
So there you have it. My take on a quick and easy audit to see if you’re making the right impact and staying relevant. If you or your brand has evolved, your photos should reflect that. Let’s make sure you’re showing up powerfully, authentically, and ready to make magic.